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ASDA POWERS TOWARDS 50% OWN-LABEL SALES

News, 01 January 1999

SUPERPANEL DATA from the ongoing study by Taylor Nelson Sofres shows Asda powering ahead of Tesco, Sainsbury and Safeway in the race to build own-label sales volume . Asda’s aim is for own-label to account for 50% of total sales volume, an objective central to its target of delivering 5% to 10% higher value on an average weekly shop than its competitors. In the eight weeks to the end of October, Asda overtook J Sainsbury with 46% of all sales in the own-label category; Sainsbury’s own-label volumes fell to 44.9%, their lowest level in a year.