Asda’s ‘pet zone’ trials represent a canny bit of futureproofing

The term ‘futureproofing’ is probably most often associated with electronics and computing. It refers to the process of minimising the chances that devices and systems are rendered obsolete in too short a time.

However, futureproofing can, in fact, be applied to pretty much anything. A building, for instance, can be futureproofed so that, say, its heating and communications systems are able to adapt respectively to climate change and technological advances.

Even entire infrastructures can be futureproofed. Take the efforts in dryer areas of North America to ensure the longevity of frameworks that provide drinkable water.

Closer to home, it could be argued that Asda is futureproofing itself – and least to some degree – against the rigours of inflation. The grocer this week launched a trial ‘pet zone’ aisle in stores across Gateshead, Eastlands, Minworth, West Bridgford and Caerphilly. It features dogfood and catfood from Lily’s Kitchen, Freshpet and Denzel’s along with toys, accessories and grooming products by Petface and Bugalugs.

Shoppers will even be able to sign up for pet insurance through Asda Money partner Joii, gaining access to a 24-hour online vet service for emergencies.

It’s a smart idea. Not least because the pandemic sparked an explosion in animal ownership. Earlier this month, the Pet Food Manufacturers’ Association reported “a record 35 million pets in the UK in 2022” – including 13 million dogs and 12 million cats. Which explains why in March the ONS added pet collars to the basket of goods it uses to calculate the annual rate of inflation.

Read more:

• Asda targets boom in pet ownership with dedicated ‘pet zone’ aisles

• Tails.com makes in-store debut with dogfood launch into Sainsbury’s

• Lily’s Kitchen sales soar 40% in first year of Nestlé ownership

• Petcare 2021: pandemic pet boom drives treat sales

Asda’s pet zone is canny also because it provides the supermarket with some protection against the cost of living crisis. It’s often claimed the petcare category is recession-proof, with Rover and Mittens a priority no matter how tight their owners’ purse strings. Evidence lies in the fact Lily’s Kitchen made a successful debut in 2008 during a major economic downturn. And the fact it and other premium brands have been selected by Asda suggests it expects pet parents to continue to splurge on their fur babies – even as they cut spending on themselves.

Plus, the addition of non-food lines hints at a challenge to the likes of Pets at Home. As does Asda senior director of partnerships & business development Matt Harrison’s comment about “partnering with some brilliant brands to bring a wide range of pet products to these stores – including items that would usually only be found in specialist retailers”.

Many busy shoppers will likely be grateful about no longer having to make a separate trip to their local pet superstore, where the vast range of products can sometimes invite overspending.

That’s less likely with Asda’s tighter selection, which, if successful, could add value to the grocer’s petcare sales – and keep tails wagging across the nation for some time to come.