Asda places temporary limits on economy range purchases
14 September 2022Asda is limiting customers to three units per Just Essentials private label range items after strong demand for the new budget range exceeded initial supply.
Range 'proving really popular'
An Asda spokesperson stated:
Just Essentials is proving really popular at the moment and we’re working hard to get the out-of-stock products back on the shelves as quickly as we can. To make sure as many customers as possible can buy these products we are temporarily limiting purchases to a maximum of three of each product. This will be for a short period and we will let you know as soon these limits are removed.
Entry level private labels proving popular with GB shoppers
The range was initially launched in produce and protein in late May and has since been expanded to over 300 SKUs across most grocery categories, reportedly making it the largest economy private label range in the market.
This week’s Kantar data underlines the ongoing shift into private label by British shoppers, reporting that entry level private label products saw sales rise by 33% year-on-year, with nearly one in four baskets containing such an item. At a total market level private label’s share of sales ended the most recent 12-week period at 51.1%, with an additional £393m spent on the products during the last four-week period.
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