Asda is well advanced in its ambitions to remove 5,000 SKUs from its shelves as part of an effort to simplify its shelves and supply chain.
The supermarket said “north of 4,000” SKUs have been removed from its stores since executive chairman Allan Leighton outlined Asda’s ambition to remove 5,000-6,000 lines over the next 12 months back in March.
Leighton said Asda stocked roughly 30,000 SKUs in the business and he wanted to get to 24,000-25,000.
Analysis of Asda’s listings by Assosia, exclusively published in The Grocer’s Top Products 2025 report, has tracked listings across baby, bakery, drinks, ambient, fresh, frozen, health & beauty, household and pet SKUs. The data shows an 11% reduction in range, from 24,208 products recorded on 1 December 2024 to 21,546.
The number of branded SKUs stocked by Asda reduced by 12.3% to 16,172 while own label listings fell by 6.9% to 5,374.
During the same period all full-range rivals increased their SKU count. Morrisons increased its listings the most – it stocks 27,017 SKUs, up 7.9% year on year [Assosia 1 December 2025].
An Asda spokesperson commented: “One of the key pillars of our formula for growth is to be ranged in a way that is simple for the customer, removes complexity on our shelves and in our supply chain, and drives volume growth in key lines – growing sales for both Asda and our suppliers.”
Asda is battling to rebuild its market share, which has slipped from 12.4% to 11.5% over the past year [Worldpanel 12 w/e 30 November 2025].
It announced a ‘bay by bay’ reset at a supplier conference in October, based around removing duplication rather than a range cull.
Chief commercial officer Darren Blackhurst told The Grocer at the time: “We’re focused on simplifying how we work by reducing duplication, making better use of space to sell more volume, and improving choice by strengthening our own-brand and premium ranges. As we start to buy better and build better relationships with key suppliers, we can maximise efficiencies, reinvest in price, drive volume, and ultimately grow market share.”
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