PATS 2026 will stage an expanded and enhanced New Product Awards programme at this year’s event, taking place at the NEC Birmingham from 27–29 September 2026.

Sponsored by PBWnews, the 2026 awards will feature more categories than ever before, with a total of 16 honours up for grabs, including nine pet product awards and three aquatic categories judged from entries to the New Product Showcase.

The winners will be revealed and presented with their awards at a special gala dinner – another exciting addition to PATS 2026 – in the Concourse Suite at the NEC during the exhibition. As well as the New Product Awards, the evening will also feature three dedicated UK Retailer Awards, an International Retailer Award, and a prestigious Lifetime Achievement Award.

The awards will be decided by an expert panel of retail professionals and independent retailers, ensuring that winning products and businesses are recognised by those at the forefront of the industry. 

Positioned during PATS 2026, the New Product Awards and Dinner will be open to industry professionals and award entrants with more information on how to enter and attend available in Spring.

PATS is shaping up to be the largest event in its history with more then 400 exhibitors, over 8,000 visitors and has increased by over 2,000sqm in the last year. Commenting on its growth, Ian Reynolds (pictured right), Event Director at PATS, said: “This is a fantastic addition to the event and gives another opportunity for the industry to come together, celebrate incredible innovation and importantly, to connect brands, retailers and the broader industry.”

Event organiser Raccoon Media Group has partnered with Profile Exhibitions & Events to elevate the profile and impact of the awards. Profile Exhibitions & Events is led by former PATS show director Gordon Thomas and includes respected industry professionals Jo Scotting and Jo Bladon – all well known to PATS exhibitors and visitors. Gordon and his team will oversee the organisation of the New Product Awards and Dinner, using their expertise to ensure they run smoothly – managing entries, coordinating the awards, and delivering the gala dinner.

Talking about the partnership, Mike Seaman (pictured left), Group CEO at Raccoon Media Group, said: “It is great to be working with Gordon and his team once again and we are very excited about this opportunity. The New Product Awards and Dinner will be an absolute highlight of PATS 2026, further cementing its position as the must-attend event of the year for everyone involved in the pet industry.”

Gordon Thomas (right) commented: “I’m really excited to be involved with PATS again and I’m looking forward to working with Mike and his team on what promises to be a superb occasion.

“The New Product Awards have always been a focal point of PATS and now we have the opportunity to elevate them even further with increased recognition for the trade and a fantastic celebratory dinner.”

The enhanced awards programme reflects PATS’ continued growth and commitment to championing innovation, retail excellence and outstanding contributions to the pet and aquatic sectors.

Further details about award categories, entry criteria, and ticket information for the gala dinner will be announced in due course.

For more details about the PATS 2026 New Product Awards and Dinner email gordon@profileexhibitions.events and for all the latest information on PATS 2026 visit patshow.co.uk

These awards will replace the PetQuip Awards, following the closure of the trade association.

The Pet Industry Federation has welcomed the UK Government’s announcement this week of progress towards a new UK-EU Sanitary and Phytosanitary (SPS) agreement, which aims to reduce barriers and costs for businesses trading animal and plant products with the European Union.

Many products produced by UK pet businesses, including pet food, treats and supplements, fall within agri-food and animal by-product regulations. As a result, exporters across the pet sector have faced increased paperwork, certification costs and delays when trading with EU markets in recent years.

The proposed agreement, currently under negotiation, is expected to simplify processes and reduce some of the administrative burdens associated with moving these products between the UK and EU.

The Pet Industry Federation has written to the Department for Environment, Food and Rural Affairs (DEFRA) to open a dialogue on the proposed changes and to ensure the views of UK pet businesses are represented as discussions progress.

Nigel Baker, PIF CEO, said: "UK pet businesses produce innovative, high-quality products that are in demand around the world. In recent years, however, exporting to Europe has become more complex and costly for many companies in our sector. Measures that help simplify trade and reduce barriers will be welcomed by many businesses looking to grow their international presence."

PIF will be inviting members to contribute to the government’s Call for Information on SPS implementation, helping to gather industry insight on the practical challenges businesses face when exporting.

Supporting international growth is a key focus for the organisation. PIF is currently developing additional export support for members and will be hosting an export seminar for members on Wednesday 15 April in London, designed to help businesses better understand international markets, regulatory requirements and practical steps to becoming export ready. 

Pet businesses interested in exploring export opportunities are encouraged to contact PIF for further information and guidance.

Nigel added: "There is significant potential for UK pet brands to expand internationally. We are keen to work with government and industry partners to ensure our sector is well positioned to take advantage of future export opportunities."

Pets at Home has launched its own-brand dog food range called Ruff’s Recipes. Inspired by home-cooking, the range brings British favourites to the dog bowl, including Chicken Casserole, Salmon Bake, Lamb Hotpot and Duck & Venison Game Stew, all made with freshly prepared meat or fish, vegetables, plus vet approved herbs and botanicals. 

Commenting on the launch, Anja Madsen, Chief Operating Officer at Pets at Home, says: “An exciting shift is underway in pet nutrition, driven by the same food values transforming our own plates. Growing discussions around ultra-processed food, ingredient quality and transparency that shape our diets are now influencing what we serve our dogs and cats. 

“What we feed our pets is an extension of care. Ruff’s Recipes was created for this new mindset – delivering home-inspired, nutritious meals in a way that fits everyday life, and brings joy to every bowlful.” 

Developed in partnership with Tetra Pak, Ruff’s Recipes wet meal cartons use gentler steam-cooking methods to help retain more vitamins and proteins while preserving natural texture and flavour.  These cartons can be stored at room temperature and once opened can be resealed and stored in the fridge – no mess or smell. Dog owners can place these empty cartons in their household recycling for kerbside collection2.  

“As pet owners become increasingly focused on ingredient quality and nutritional value, how food is prepared and packaged matters more than ever,” says Ivanna Skrypnichenko, Marketing Director at Tetra Pak North Europe. 

“Our packaging is designed to help preserve the quality and taste of the products, while our gentle steam‑cooking methods support the natural retention of nutrients in the ingredients. As expectations around pet food continue to rise – with many owners now seeking the same standards they apply to their own meals – this partnership reflects evolving feeding habits and supports the drive for higher quality and nutrition in the category.”

Launching nationwide in all 450-plus Petcare Centres and online, Ruff’s Recipes offers variety across everyday feeding occasions while remaining accessible in price. Prices start from just £1.39 for single-serve wet meals in aluminium trays. 

The full Ruff’s Recipes range includes: 

• Wet meals – include gently steam-cooked recipes in recyclable Tetra Pak cartons, as well as single-serve aluminium trays all with a minimum of 60% meat or fish, vegetables and herbs 
• Dry food – grain-free recipes made with no meat meal and at least 30% freshly prepared ingredients, available in adult and puppy options 
• Wet and dry foods – both include a veterinary-approved blend of 12 herbs and botanicals chosen for their health benefits, as well as great-tasting  
• Treats – biscuits and bakes made with clean, recognisable ingredients such as oat flour, coconut oil and fruit. Range includes Breakfast Bakes, Minty Moments and Sleepy 
• Snacks and Toppers – include Butcher’s Bites and Barking Bangers, plus Sunday Gravy topper with chicken broth and thyme 

Burgess Pet Care has confirmed it will return to Interzoo 2026 to showcase the latest innovation from its Burgess Excel and Country Values brands alongside their private label manufacturing expertise 

Exhibiting from 12th to the 15th of May 2026 at the Nuremberg Messe Exhibition Centre, the Yorkshire-based manufacturer will use the world’s leading pet trade fair as a platform to strengthen global partnerships and accelerate international expansion. 

At the forefront of the Burgess Excel showcase will be its significantly expanded hay portfolio, reflecting the essential role forage plays in small animal nutrition. The Excel Feeding Hay range is sourced from trusted Yorkshire farms, encourages natural foraging and supports dental and digestive health. Burgess is proud to be growing its hay category by offering a variety of flavours and size formats for retailers. 

Burgess Excel will also present new product development for 2026, including Veg Patch Bites, an addition to the Nature Snacks baked treat range. The product is designed for hand feeding, helping to support the bond between the animal and the owner, to the benefit of both parties. Following strong commercial success in the UK, Burgess Excel’s Mini Hay Bales, made from 100% Timothy hay, will also be on display.  

Further additions within the Excel nugget range address specific life-stage and lifestyle needs. Indoor Rabbit Nuggets with Dandelion & Nettle are formulated with added vitamin D to reflect lower exposure to natural sunlight. Mature Guinea Pig Nuggets with Cranberry & Mint are developed for guinea pigs aged four years and above, with a high-fibre formulation and specific ingredients to support vitality and joint health  

In addition to Excel, Burgess will showcase its Country Values small animal range, positioned as a value-focused alternative to muesli-style mixes. The nugget-based recipes are formulated to prevent selective feeding and includes Rabbit and Guinea Pig Nuggets, grass-based Nourishing Nibbles treats and dust-extracted Bedding Hay. 

While Country Values is well established in the UK market, Burgess is also exploring opportunities for broader international and European distribution, with Interzoo forming a key part of its ongoing export strategy. The company already works with leading retail partners both in the UK and internationally including Pets at Home, Jollyes, Zooplus and Maxizoo, and sees significant opportunity to grow its export footprint further. 

Kerry-Ann Wessells, International Marketing Executive at Burgess Pet Care, commented: “Interzoo provides an unrivalled platform to connect with international retailers, distributors and supply partners. Burgess Excel continues to lead through innovation in forage and functional small animal nutrition, and we are excited to showcase our expanded hay portfolio and new product development for 2026.  

“At the same time, Country Values represents a strong opportunity for international growth, offering retailers a value-led yet nutritionally responsible alternative within small animal. We look forward to building new partnerships and strengthening our global presence.”

Trade media and retail buyers are invited to visit Burgess Pet Care at Hall 9 (Stand 9-240) from 12-15 May 2026 at the Nuremberg Messe Exhibition Centre to explore the full Burgess Excel and Country Values ranges. 

The Pet Industry Federation has launched its nationwide ‘Paws in Spring’ 2026 window display competition, inviting UK pet retailers to showcase their creativity with eye-catching spring-themed shop windows.

Now in its second year and open to all UK-based pet shops, both PIF members and non-members, the competition encourages retailers to create vibrant seasonal displays featuring pet products, ideally incorporating items from participating prize-supporting manufacturers, helping to drive footfall, trigger customer engagement and reinforce buying from the high street.

Thanks to the support of leading brands, the top three retailers will receive some great prize bundles:

• 1st Place: £3,000 RRP plus exclusive trade discounts
• 2nd Place: £1,000+ RRP plus exclusive trade discounts
• 3rd Place: £500 RRP plus exclusive trade discounts

Participating manufacturers include Baker & Bray, Betty Miller, Canny Co, Cobbydog, Dot Dot Pet, Durham Animal Feeds, Landguth, Milla & Max, Natures Menu, Nutriment, Pup & Kit, Tug-E-Nuff, Woof & Brew, Scamp & Paw and Neerdog.

Retailers are asked to submit their entries by Friday 27 March, with winners being announced on Thursday 16 April.

Displays must remain in place for at least one week during the competition period and will be judged on creativity, visual impact and product presentation.

Nigel Baker, PIF CEO, said: “Paws in Spring celebrates the innovation and commitment of UK pet retailers. It also reflects PIF’s commitment to pet retail and our aim to raise the profile of our high street pet retailers who face competition from online and grocery outlets. We hope that through the competition, pet retailers can create interest in their shops and ultimately drive footfall through some eye-catching and wonderful displays.”

Retailers can enter via the official competition form at: https://petfederation.wufoo.com/forms/paws-in-spring-window-display-competition-2026

For full details of the competition, please visit: https://petfederation.co.uk/paws-in-spring/

Animal Focused Alliance founder Vicky Skinner has been named in the Women in Trade Associations Power List, with the recognition announced on International Women’s Day.

The accolade recognises women making a significant impact within trade associations and professional bodies. For the companion animal sector, the recognition also highlights the rapid progress made by the Animal Focused Alliance, which has established itself as a voice for pet professionals in less than a year since launching.

The Alliance was created to support pet businesses across the sector, including dog groomers, walkers, trainers, and other animal service providers, while promoting high standards of animal welfare, professionalism, and regulatory awareness.

Since launching, the organisation has developed a growing network of members and partnerships across the sector. This includes establishing a Primary Authority partnership with both the City of London Corporation and Monmouthshire County Council, designed to provide clarity and consistency around regulatory expectations for pet professionals operating under the Licensing of Activities Involving Animals Regulations.

Commenting on the recognition, Vicky said: "It’s an honour to be included in the Women in Trade Associations Power List, particularly in our first year of business. The Animal Focused Alliance was created to support pet professionals and promote the highest standards of animal welfare, so this recognition reflects the work happening across the sector and the support we’ve received from our members and partners."

The Animal Focused Alliance continues to focus on ensuring pet professionals have access to the tools, knowledge, and representation needed to navigate an evolving regulatory landscape while maintaining high welfare standards.

For more information and to join, visit www.animalfocusedalliance.co.uk.

A Berkshire-based pet business owner is marking #DogsinYellow day on 20 March by hosting what is believed to be the first-ever dedicated walk for dogs wearing yellow.

Sarah Jones, founder of My Anxious Dog, created #DogsinYellow to raise awareness of the yellow signal among dog owners and the wider pet community. 

Her yellow space awareness products support owners around the world, and this year she wanted to mark the day with a walk for anxious dogs and their owners.

Sarah said: "There are so many dog walks and group meet-ups advertised, but when you have a dog who is anxious and doesn't feel happy around lots of dogs and people, you can't join in.

"I know what it feels like to think you can't be part of something because of your dog. #DogsInYellow day has been running for four years now.

“This year I wanted to create a walk where everyone is welcome, where you won't be judged, and where your dog will be treated with kindness."

The event takes place at the National Trust's Cliveden Estate in Taplow, Berkshire, from 11am to 3pm, and is open to anyone whose dog needs space.

Dogs wear yellow for many reasons - rescues learning to trust again, dogs who have experienced trauma or a dog attack, older dogs living with arthritis or pain who don't want to be touched, or animals who are simply shy by nature.

On the day, Sarah will have yellow "borrow bags" available so owners can try products before they buy, including leads, harnesses and lead slips printed with messages such as "anxious", "scared of kids", "do not touch" and "caution, in pain." 

Sarah also has experienced trainers Niki French, author of Stop Walking Your Dog, and Sarah Hawkins from Barkshire Dog Training, who specialise in supporting anxious dogs, to answer questions and there will be a chance to walk across the Cliveden grounds.

"It is also about education," added Sarah. "Not everyone knows what yellow means. Events like this help other dog owners understand how to give dogs the space they need and why that matters. 

“You will be walking alongside people who get it, and that makes all the difference."

Anyone who feels their dog is not quite ready for a group walk is still welcome to come along, connect with the community and celebrate their dog on a day that is just for them.

To find out more or register, visit: https://myanxiousdog.co.uk/pages/dogsinyellow-awareness-walk-with-the-national-trust

Lincolnshire-based Broken Biscuits Charity, who specialise in helping disabled dogs, is travelling more than 5,000 miles to China to give some of the most vulnerable survivors of the dog meat trade a second chance at life.

Charity volunteers will travel to Harbin in north-east China on 15 March alongside two specialist orthopaedic veterinarians from The Vet Station in Surrey.

Their mission is to support a rescue shelter caring for dogs saved from the meat trade, and help some of the most severely injured animals regain mobility.

The team will work with Harbin SHS Animal Rescue, run by Irish rescuer Hayley, who has devoted her life to saving dogs destined for slaughter and giving them sanctuary and medical care.

During the visit, the UK vets will perform orthopaedic assessments and surgeries, while also sharing specialist skills and rehabilitation techniques with the shelter team to improve the long-term care of injured dogs.

A number of the rescued dogs are expected to travel to Europe as part of the international collaboration, the most seriously injured dogs coming to the UK under the care of Broken Biscuits.

Many of the animals arriving at the shelter suffer from untreated fractures, joint damage or spinal injuries after years of neglect, trauma and harsh living conditions. Some are unable to walk.

Without access to specialist veterinary treatment, many would likely spend the rest of their lives in shelters unable to regain mobility.

Once in the UK, the dogs will undergo life-changing orthopaedic surgery and rehabilitation through Broken Biscuits’ veterinary partners, giving them the chance to walk again and eventually find loving homes.

Tim Giles of Broken Biscuits said: “Disabled dogs are often the ones left behind, even after they’ve been rescued.

"Many of the dogs we’re going to help have injuries that have never been treated. With the right surgery and rehabilitation they can walk again and live happy lives.

"This mission is about giving those dogs a real future — and also sharing our vets’ knowledge so many more dogs can be helped long after we leave.”

Dr Waite from The Vet Station added: “These dogs are living with injuries that would normally be treatable if they had access to specialist care. By working alongside the shelter team and sharing orthopaedic techniques, we hope to transform outcomes for many animals.”

Broken Biscuits specialises in rescuing and rehabilitating disabled and mobility-impaired dogs, including those with paralysis, amputations or complex orthopaedic conditions — animals that are often overlooked in traditional rescue pathways.

The charity hopes the mission will not only change the lives of the dogs travelling to the UK, but also leave lasting veterinary knowledge that will help many more injured animals in the future.

Supporters can follow the journey and help fund the dogs’ transport, surgeries and rehabilitation through Broken Biscuits’ online channels.

Veterinary-led online retailer Direct4Pet will be stocking and distributing one of the new and innovative brands in the pet supplement market – LitPet. 

LitPet is an exciting development in pet supplements which has within a year since launch, set the market alight. Based on herbal Traditional Chinese Medicine the products are receiving numerous 5* reviews from customers, LitPet has also caught the eye of pet industry experts winning a Gold Award for Best New Business and a Silver Award for Best New Product in healthcare at the 2025 PetQuip Awards. The supplements were also a finalist in the 2025 Pet Industry Federation Innovation Awards.

The range of supplements which is available for both cats and dogs is a blend of Traditional Chinese Medicine and modern science and includes products targeting stress relief, heart health, digestion, immunity, and overall wellbeing. The products have been veterinary developed and researched by the Institute of Animal Science and Veterinary Medicine, Shandong Academy of Agricultural Sciences (SAAS) , the Pet Innovation Research Institute from Hong Kong Science Park and the Key Laboratory of Science and Technology at The University of Oxford. The products are manufactured in the UK.

The range comprises Pawsitive Powder 200g, a calming supplement for dogs combining traditional herbs schisandra and valerian with clinical ingredients including Lactium and DHA; CardioPlus 200g, a health supplement formulated to support cardiovascular function in dogs featuring hawthorn and salvia as well as nutrients such as CoQ10 and taurine; ImmunoPro 200g, an all-in-one immune and vitality booster containing astragalus and ganoderma as well as beta-glucans and probiotics; and Body Balance 200g, a holistic formula for restoring internal harmony and promoting overall wellness featuring herbs codonopsis and atractylodes as well as key nutrients.

LitPet's new Meaty Mix is a series of functional nutritional pastes for cats and dogs, designed as daily supplements to target specific wellness needs. They come in pouches containing 10 sticks in each pack. These grain-free meat pastes combine traditional herbs with natural and science-backed ingredients to support specific needs like digestion, joint health, stress relief, and urinary health.

Each formula is carefully balanced using clinically active ingredients at therapeutic levels, ensuring both safety and efficacy. LitPet supplements are made with no fillers, artificial colours, or preservatives. All products are manufactured in GMP-certified UK facilities and undergo third-party testing for quality and safety giving pet parents full transparency and trust in what they give their animals. The products are thoughtfully designed for daily use, ensuring high palatability and compliance, even for picky pets. LitPet’s packaging is also FSC-certified and 100% recyclable.

Garry Howard, of Direct4Pets, said: “We are delighted to be distributing this exciting and innovative range of herbal supplements and being able to deliver something new and effective to our customers.”

Stephen Hu, Founder of LitPet, commented: “This is a milestone for our business to be working alongside one of the largest online veterinary approved product retailers in the UK. This will allow us to reach customers nationwide.”

As a UK-based, RCVS-registered veterinary pharmacy and pet-care retailer, Direct4Pet provides a full range of products – prescription medicines, food, supplements, accessories and everyday essentials – all overseen by qualified veterinary professionals.

For further information visit: www.direct4pet.co.uk

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Beaphar has added to its highly successful Soft Cat Flea Collar range with a velvet collar twin pack, designed to make treating two cats simple and economical. With 42% of cat-owning households now classed as multi-cat, the new format offers convenience and a cost saving versus buying single collars.

Multi-cat ownership represents a significant segment of the UK market, so offering a solution that is practical and cost-effective is key. The twin pack reduces the cost per collar by 13% (from £5.49 to £4.75), providing a cost-effective solution for multi-cat households.

Suitable for cats and kittens from 12 weeks of age, each collar provides up to eight weeks’ flea-repelling protection. The pesticide-free formula contains natural plant extracts, margosa and lavandin oil, with optimal effect reached 5-7 days after fitting. The single collars are available in velvet, glitter, sparkle and reflective finishes, with a choice of colours and an optional silver bell. The twin-pack is available in velvet with 3 colours to choose from and features an updated quick-release buckle.

Claire Edmunds, UK Marketing Manager at Beaphar, said, “As demand grows for easy-to-use, natural flea control, retailers have a real opportunity to guide owners towards a solution that fits their lifestyle and budget. With a plethora of options across Beaphar’s wide anti-parasite range, we’re able to give owners choice when it comes to their pets’ flea control, whether they prefer collars, spot-ons or pesticide-free formulas containing natural plant extracts.”

That breadth helps retailers meet more shopper needs in one place. By stocking complementary Beaphar products across the category - including flea collars, spot-ons and tablets and household sprays  - retailers can guide owners towards the right combination to tackle fleas on pets and in the home.

To help retailers maximise sales, Beaphar also provides a comprehensive range of POS and educational materials to signpost products and guide shoppers at shelf.

To find out more about the Soft Cat Flea Collars Twin Pack and the rest of the Beaphar range, retailers can visit the product page: Beaphar Soft Velvet Flea Collar for Cats – Twin Pack, 30cm - Beaphar or contact their Beaphar Sales Executive.

Pooch & Mutt has launched Lamb & Spring Vegetable Postbiotic Meaty Treats – a limited-edition spring treat packed with functional goodness to support everyday wellbeing.

Positioned as a daily reward with added benefits, the NEW Pooch & Mutt Spring Picnic Treats feature rich, meaty Lamb for taste appeal and a natural protein boost, alongside spring-picked Vegetables and functional ingredients to support overall vitality.

The recipe includes Spring Veggies to help support general wellness, Collagen to help maintain healthy skin and a glossy coat, and Postbiotics to help nurture a balanced gut and support smooth digestion.

The new Pooch & Mutt Limited-Edition Spring Picnic Treats are:

• A complementary feed for dogs of all ages
• Grain-free and puppy-friendly (suitable from 12 weeks+)
• 120g pack
• RRP £3.99
• Available now via Pooch & Mutt’s online store:https://www.poochandmutt.co.uk/products/spring-meaty-treats

The launch builds on Pooch & Mutt’s recently unveiled refresh “For All Breeds & Needs,” designed to improve shelf standout and simplify shopability through clearer front-of-pack benefits, colour-coding by range and flavour, and a refreshed cream-and-blue palette.

The refreshed look reinforces Pooch & Mutt’s mix-and-match approach across wet and dry complete foods and functional products, helping health-conscious pet parents choose what’s right for their dog today - and adapt as their needs change.

Pooch & Mutt treats are available online at https://www.poochandmutt.co.uk/collections/treats-for-dogsand in-store at Tesco, Sainsbury’s, Ocado, Amazon, and select pet retailers nationwide.

Zoomark is already preparing its next edition while keeping the pet industry engaged throughout 2026 with new events and international projects.

As the global pet industry continues to evolve, Zoomark is already preparing its next major edition. The trade show, which has become one of the leading meeting points for the international pet food and pet care market, will return to BolognaFiere from Tuesday 11 to Thursday 13 May 2027, once again bringing together the global pet industry and distribution sector, from manufacturers to distributors, buyers and professionals from the whole supply chain.

The journey toward the 22nd edition will be stopping next May at Interzoo 2026, where Zoomark will exhibit at Stand 124 –Hall 1 and the organisers will unveil the very first details of the upcoming show.

A new edition building on success

Following the strong results of the previous edition, Zoomark 2027 will retain all formats and initiatives that proved particularly successful, while also introducing new themes and features designed to further strengthen the event’s role as a global business platform for the pet industry, with a continued focus on pet wellbeing at every stage of their lives.

“Over the years, Zoomark has evolved far beyond the traditional concept of a trade fair, becoming a hub where innovation, market insights and international networking converge” explains Pascale Sonvico, Show Office and Sales Manager of Zoomark. 

“The upcoming edition aims to continue this trajectory, combining continuity with fresh ideas and initiatives designed to create new opportunities for both exhibitors and visitors.

“Our strategy is strongly driven by the analysis of the key trends shaping the pet market, with the aim of anticipating industry developments and opening new avenues for growth for professionals across the sector.”

Zoomark Days: keeping the industry connected

While the 22nd exhibition is still more than a year away, Zoomark is ensuring that the industry conversation continues also throughout 2026 thanks to a new initiative: Zoomark Days.

This programme of meetings and professional events has been designed to maintain an active dialogue with the sector during the year leading up to the show. Through a structured calendar of conferences, workshops and networking opportunities, Zoomark Days will provide professionals with insights into the most relevant trends shaping the pet market.

The programme will feature two complementary tracks: Industry Insights, full-day conferences dedicated to manufacturers, brands and industry professionals, and Retail Labs, full-day seminars focusing on specialised retailers and operators working directly in the marketplace.

The first Industry Insights event will take place in Milan on 15 April 2026, in collaboration with Ecommerce School, and will explore one of the most critical topics for the sector’s future: e-commerce and omnichannel strategies in the pet market. As consumer behaviour evolves and the integration between physical and digital retail becomes increasingly important, companies are being challenged to rethink their distribution models and customer engagement strategies.

Alongside these industry-focused events, Retail Labs will bring Zoomark directly to professionals across Italy through a roadshow dedicated to pet shops, groomers, garden centres and retail operators. The first stops are planned in Milan in July and Rome in September 2026, followed by additional events in Southern Italy later in the year.

Expanding the international reach

Another key pillar of Zoomark’s growth strategy is its increasingly global outlook. Over the past years, the event has expanded its international presence through partnerships and collaborations with major organisations and trade fairs worldwide.

One of the most significant developments in this international expansion is the recent launch of PetBridge powered by Zoomark, a new B2B exhibition created to connect India’s rapidly growing pet care market with the global industry.

The first edition will take place in Mumbai on 25–26 November 2026 at the Bombay Exhibition Center, bringing together international expertise and local market insight in a single professional platform. Developed in collaboration with Inspira Bridge Events, the event reflects Zoomark’s ambition to support companies exploring new opportunities in one of the world’s fastest-growing pet markets.

India’s pet economy, valued at around USD 3.6 billion in 2024 and expected to exceed USD 7 billion by 2030, is undergoing a transformation driven by premiumisation, innovation and a rapidly expanding community of pet owners. In this context, PetBridge aims to act as a gateway between the country’s dynamic domestic ecosystem and the international pet industry.

Looking toward the future

With preparations for Zoomark 2027 already underway, the event continues to position itself as a key platform where companies can connect, discover innovation, and anticipate future market trends.

Through year-round initiatives, expanding international partnerships and new global projects such as PetBridge, Zoomark is reinforcing its ambition to create a true international ecosystem for the pet industry.

www.zoomark.it - https://eu1.hubs.ly/H0sqhQF0

The Canine and Feline Sector Group (CFSG) has published new Canine Recreational Pool Guidelines, providing a clear framework to support high standards of safety, welfare and professionalism across the growing dog swimming sector.

With dog swimming increasing in popularity across the UK as a low-impact form of exercise and enrichment, the guidelines set out practical, welfare-led recommendations for operators of recreational canine pools. The document clarifies the distinction between leisure swimming facilities and regulated hydrotherapy services, ensuring that medical treatment and recreational activity remain clearly separated.

The guidance covers key operational areas including dog suitability screening, staff competence and supervision, session structure, water quality management, facility design, legal compliance, record-keeping and environmental considerations. It reinforces that operators retain a duty of care under the Animal Welfare Act 2006 and related health and safety legislation.

Among the core recommendations are:

• Structured pre-session health and behaviour assessments
• Supervision by trained staff, with canine first aid competence
• Clear limits on session duration to prevent fatigue
• Robust, dog-safe water treatment systems
• Secure, non-slip facility design with safe entry and exit points
• Detailed record-keeping and emergency procedures

The CFSG emphasises that recreational swimming must never be marketed as hydrotherapy and should not be presented as a substitute for veterinary-led treatment.

The guidelines are intended to support responsible operators, promote consistency across the sector, and provide reassurance to dog owners that welfare is paramount.

The full guidelines are available on the CFSG website - https://www.cfsg.org.uk/cfsg-recreational-pool-guidance/

OATA is putting its support behind a new documentary from Responsible Reptile Keeping (RRK) examining the Don’t Pet Me report recently published by the SSPCA, One Kind and Born Free Foundation in Scotland.

The report – and campaign – is aimed at creating a ‘permitted list’ of pets in Scotland that can be kept. And it is firmly aimed at banning certain pets from people’s homes.

The documentary examines the arguments around permitted/positive lists and includes respected voices from across Europe who have witnessed firsthand what happens when positive lists for pets are introduced.

OATA’s Chief Executive Dr Matthew Bond says: “We welcome this documentary examining this Scottish campaign that aims to deprive people of their pets. The whole campaign from these anti-keeping groups is very misleading. It’s trying to stir up fear by labelling some pets as ‘wild animals’.  Pet fish like goldfish and guppies, reptiles like tortoises, birds like budgies, or small mammals like chinchillas are not wild animals and to suggest otherwise is nonsense.

“We know this will feature in the forthcoming Scottish elections in May so we are working with RRK and a host of other pet trade and keeper organisations to call for politicians to reject these calls for permitted lists because it is a pet ban by another name.

“Educating people to pick the right pet for their lifestyle and care for it properly is the key to happy and healthy pets – and their owners and we are working to find ways to embed owner education at the heart of better pet-keeping.”

Watch the documentary here on YouTube.

Dog expert Anna Webb has launched a podcast with Škoda UK - dog advocates and automotive sponsor of Crufts for the fourth consecutive year - to offer advice aimed at improving the behaviour of canines that struggle in the car. The Doggy Boot Camp podcast launched on Spotify yesterday.

The podcast is designed specifically with nervous pooches in mind, offering six episodes of practical, easy-to-follow training techniques that transform the car boot from a stressful space into a calm, confidence-building environment for our furry friends. Suitable for all breeds, the series helps owners tackle car journey chaos and build better travel behaviour.

Webb’s advice tackles the key challenges many owners face when travelling with their dogs, from reluctance to get in the car and overexcitement, to motion sickness and separation anxiety. Guiding owners through building early confidence, Doggy Boot Camp teaches owners to help dogs to settle calmly during journeys and introducing clear, consistent cues that reinforce positive behaviour.

Anna commented: “Many dogs acquired during the pandemic – or those who simply lived through it – are now displaying deeply ingrained travel-related behavioural challenges, with the car often acting as a trigger for anxiety or over-excitement. Even today, with hybrid and home-working lifestyles, dogs have experienced unpredictable routines, prolonged close contact with their owners and limited opportunities for socialisation - leaving many hyper-dependent and uneasy in unfamiliar environments.

“With the right structure, training and guidance, the car can become a calm and secure space for dogs, helping them to feel more relaxed and travel safely, ultimately allowing them to enjoy the ride, which in turn makes journeys more pleasant and stress-free for the driver!”

The podcast comes as dog-owning drivers admitted to resorting to creative coping strategies, with many even turning to bribes to get their dogs in the car. Top techniques include giving them food/treats (22%), bringing their bed or favourite toy in the car (20%) and playing music they know their dog likes (8%) - because nothing says “road trip” like snacks and a tailored playlist. On the road, precautions range from using a dog seat belt (30%) and offering snacks (19%), to soothing their dog while stationary (17%) and even turning to calming sprays or scents (5%), all in a bid to keep things paws-itively peaceful.

The research of 1,000 respondents highlights the true scale of the challenge dog-owning drivers are facing. Almost half (46%) admit to giving their pooches a pep talk and chatting to them to soothe their worries – the most common signs of anxiety being panting excessively (22%), crying (15%), and barking/howling (8%). Others reported muddy paw prints (30%) and chewed interiors (5%), reinforcing concerns about both safety and vehicle damage. And this doesn’t just impact the car, but the owners and drivers themselves, with almost a quarter feeling concerned (10%), stressed (8%), nervous (5%) and even scared (1%) of their dogs being in the car with them while they drive.

Looking under the bonnet, it’s clear that Brits have not set themselves up for success for driving with their furry companions. Almost three quarters (71%) have never trained their dog for time on the road, meaning most of us are winging it when it comes to woofers on wheels. Nearly three in ten (29%) have even gone so far as to avoid taking their dog out in the car altogether due to concerns around behaviour. Whilst the issue is clearly affecting us, more than a quarter (27%) still travel with their dog multiple times a week, with 1 in 10 even admitting to letting them ride shotgun. 

Digging deeper into the data, one in six (17%) admit that the pandemic negatively affected their dog’s behaviour, with 70% attributing that largely to the fact that dogs couldn’t socialise with other dogs. Half of Brits also think them not being able to socialise with other people also impacted their dog’s behaviour, with 30% believing they developed separation anxiety, creating a generation of lockdown lapdogs.

Kirsten Stagg, Head of Marketing at Škoda UK, said: “As proud automotive sponsors of Crufts for the fourth consecutive year, we understand how important dogs are to family life in the UK. Our Doggy Boot Camp podcast is a fun but practical way to support dog-owning drivers, while showcasing the versatility and space that make Škoda models so well suited to everyday adventures.“

As well as expert training advice, Škoda models offer the practical space to make every journey smoother. Designed with real life at the fore, the boot space of a Škoda ranges from the Kamiqs’ 400 litres to the Kodiaq’s 2,105 litres; the range has space to fit every breed of dog, from a teacup Chihuahua to two gentle giant Great Danes, with room to spare, making sure both man and man’s best friend can travel comfortably.

The Doggy Boot Camp podcast by Crufts 2026 automotive sponsor, Škoda, is available now on Spotify here.

Pet retail group Jollyes opened its latest superstore in Whitehaven to take its number of outlets to 120.

The store was officially opened by Fergie a retired explosive search dog and Arya a patrol dog from National Foundation for Retired Service Animals. They were accompanied by Mayor Raymond Gill. 

Over the past three years Jollyes has almost doubled the number of stores across the UK, becoming a clear challenger brand in the UK pet retail market. It was named as one of The Sunday Times’ best big companies to work for in 2024, and in 2025 won the Retail Week Award for Head Office Heroes following its highly successful raw frozen food roll out.

So far this year, Jollyes has opened stores in Blackpool and Ponders End, and now in Whitehaven.

The owner of an independent shop has warned pet lovers to support local retailers or they face losing them.

To emphasise the point, Hannah MacKenzie, of Kirkham Pet Centre, near Preston, has put a’ BUY LOCAL OR BYE BYE LOCAL’ poster in her shop window.

Posting on the shop’s Facebook page, Hannah said: “I am deeply, deeply disappointed. We work very hard, far above and beyond the opening hours of the shop.

“I recently spent over 15 minutes speaking with one individual, chatting about diet, what they were worried about, and what they wanted. I offered information, resources and just did my usual thing.  We saw them a little while later to be told they’d ordered the food on the internet – in spite of us offering free local delivery.

“I would love to be able to give stock away or have prices that could compete with billion-dollar companies, but we are one family, we are small and we need to be supported or you will lose us.”

Picture taken from Kirkham Pet Centre's Facebook page.

The owner of a popular independent pet shop has closed her business, announcing her decision was down to ongoing health issues.

Debbie Stone opened Barrow Bird and Pet Centre in Cumbria 11 years ago, and the store has been a mainstay for pet owners in the area ever since.

But in a post on the shop’s Facebook page, Debbie said: “It is with a very heavy heart that I announce the closure of Barrow Bird and Pet Centre following ongoing health issues. I would like to extend my deepest gratitude to all our customers for your unwavering support, especially during covid and since my health began to deteriorate.

“Over the past eleven years, I have had the privilege of meeting so many wonderful people, some whom have become lifelong friends.  The shop has seen a variety of animals leave for new homes, taken animals into adoption, provided advice on animal welfare and sold many products.  

“Working with animals has been extremely rewarding but required hard graft and determination.  This would not have been possible without the amazing support from my family, friends and staff.

“Sharing stories and experiences with you about your pets has truly been one of the highlights of my journey and I will always cherish those memories. 

“Now, it is time for me to put my feet up and focus on spending quality time with my family, friends and beloved pets.”

UK pet insurance firm Waggel has appointed Henri Dowling as chief executive with founder and CEO Andrew Leal stepping down.

Dowling joins from Correlation One Investments (Europe) Limited, an early investor in the business that now holds a majority stake in the company.

Leal co-founded Waggel with Ross Fretten in 2018, and under his leadership, the firm grew to insure more than 200,000 pets in the UK, generating revenues of £11m in 2024 with a projection of £15m for 2025.

Dowling said he is committed to preserving Waggel's mission to be "the most human pet insurer on the market" while accelerating the firm's AI initiatives.

After four action-packed days, a new Crufts Best in Show winner has been crowned as Bruin (Sh Ch Vanitonia Soloist), a Clumber Spaniel, took home the coveted title.  

In a packed bp pulse LIVE arena at the Birmingham NEC, Bruin, who is four-years-old, and handler Lee Cox, were cheered on as they were chosen by top judge, Tamás Jakkel (Hungary).  Bruin and Lee won the Best in Gundog Group earlier on Sunday 8 March.

Bruin’s win was captured live on Channel 4 in a programme hosted by Clare Balding and watched online by millions of dog lovers. This is the first time a Clumber Spaniel has won Best in Show since 1991. 

18,600 dogs from around the world competed at the Birmingham NEC over four days for just seven places in the Crufts 2026 Best in Show final. The other six finalists were: Viking, a Tibetan Mastiff; Hazel, a Welsh Corgi; Fredy, a Lakeland Terrier; Meghan, a Petit Basset Griffon Vendeen; Spencer, a Miniature Schnauzer and Dublin, a Cavalier King Charles Spaniel

The Reserve Best in Show was won by the Petit Basset Griffon Vendeen, Meghan, handled by Dr Iva Raic, from Croatia.

Jannine Edgar, Chief Executive of the Royal Kennel Club, said: “Congratulations to Bruin and Lee for closing this year’s competition with a truly outstanding win and for taking home the prestigious Best in Show title. Their connection and skill in the ring have shone throughout, making them thoroughly deserving champions. We also extend our congratulations to all the finalists. Each dog, handler and owner should feel extremely proud of reaching such an iconic final.

Crufts continues to be adored by dog lovers worldwide, and it has been wonderful to welcome so many competitors from around the globe this year. We’ve celebrated the extraordinary bond between dogs and their handlers across every competition and activity. Thank you to everyone involved for helping make Crufts the remarkable event that it is.”

Crufts took place from 5 - 8 March 2026 at the NEC, Birmingham. For more information and results from the show, visit crufts.org.uk.    

Picture credit: BeatMedia/The Kennel Club

UK pet accessories brand Pawsome Paws Boutique has announced the successful launch of its new Paddington licensed dog accessory collection, which debuted at this year’s Crufts and sold out shortly after release.

Founded by Sophie Chesman in 2016, Pawsome Paws Boutique has built a reputation for fashion-led dog accessories designed with durability and practicality in mind, combining stylish designs with products engineered for real-world adventures.

The new Paddington collection, created in partnership with STUDIOCANAL, celebrates the timeless charm of Paddington, one of Britain’s most beloved family characters. Drawing inspiration from the classic style of Paddington, the range features harnesses, collars, leads, blankets and accessories designed for dogs from XS through to XL.

A standout product in the launch collection is the Marmalade Jar Treat Pouch, inspired by Paddington’s famous love of marmalade, which has quickly become a viral favourite among dog owners online.

Every product in the range is independently lab tested in the UK, including strength and sudden-impact testing, ensuring the accessories are built for purpose across a wide variety of dog breeds and sizes.

The collaboration represents a major milestone for the brand, which began as a small venture almost 10 years ago.

“I started Pawsome Paws Boutique making products by hand in my bedroom,” said Sophie Chesman, owner. “To now see our designs paired with a character as iconic as Paddington is truly a dream come true. Paddington is such a beloved character that resonates with families across generations, and his classic style translates beautifully into our pet accessories.”

The partnership first began when the brand connected with STUDIOCANAL at the Brand Licensing Europe exhibition in 2024, where the team presented their concept designs — including the now-popular marmalade treat pouch.

The collection launched officially at Crufts before becoming available online, where the initial production run sold out following strong demand, with a restock currently underway.

Pawsome Paws Boutique continues to expand its licensing portfolio following the launch of its The Walt Disney Company collaboration in 2024, which helped the brand win Best Marketing Campaign at the PetQuip Awards the same year.

With more than 225,000 Shopify orders to date and growing demand from dog owners seeking expressive, design-led accessories, the Paddington range forms part of the brand’s ongoing licensed collections, with additional designs planned for 2026.

The company is now welcoming new retail partnerships as it continues to expand distribution alongside existing retail presence including Pets at Home.

London-based Waita Pets triumphed at Crufts with sell-outs on many of products. The innovative range of freeze-and-air-dried treats and petfood caught the attention of reporters at the show, including the Royal Kennel Club’s Radio Crufts team who interviewed co-founder Wendy Wang.

Waita also had the opportunity to launch four new varieties at the show which proved to be very popular with visitors.

Waita Pets’ products stand out from the crowd due to their commitment to quality, transparency, and innovation in pet nutrition. At the core of their range is freeze-dried technology, which preserves the natural nutrients, flavours, and textures of real ingredients without the use of high heat or artificial preservatives. This process ensures that pets receive the full nutritional benefits of raw food, in a safe, convenient, and shelf-stable form.

“Our product development is grounded in rigorous research and a strong commitment to nutritional integrity. We began by thoroughly studying species-appropriate diets, focusing on the natural nutritional needs of dogs and cats. This involved reviewing current scientific literature on raw and freeze-dried feeding, consulting veterinary nutrition guidelines, and analysing ingredient functionality to ensure our formulations deliver balanced, bioavailable nutrients,” says Bolun Li, co-founder of Waita Pets alongside his business partner, Wendy Wang.

All products are 100% natural with no added colouring, preservatives or additives and ingredients are supplied from researched, tried and trusted suppliers for their quality, freshness and manufacturing facilities.

Waita’s new treats include:

• Waita Freeze-Dried Pigeon Neck is a 100% single ingredient made from whole pigeon neck, including soft bone and cartilage. This novel protein is a natural source of calcium, phosphorus, and collagen, which support strong bones, joint health, and dental hygiene.
• Waita Freeze-Dried Goose Trachea is made from 100% goose trachea, a natural chew loaded with collagen and chondroitin to support joint health, cartilage repair, and skin elasticity. Its hollow, slightly crunchy texture also helps promote dental cleaning through chewing.
• Waita Freeze-Dried Ostrich Liver is made from 100% pure ostrich liver, offering a hypoallergenic organ treat for pets with sensitivities. As a novel protein, ostrich is an ideal option for elimination diets and allergy-prone pets, while providing high-quality protein, iron, and vitamin A for cellular health and vitality.
• Waita Freeze-Dried Beef Kidney is made from 100% pure beef kidney, a powerhouse organ meat naturally rich in iron, selenium, and B vitamins. These nutrients play vital roles in energy metabolism, red blood cell production, and immune support. Gently freeze-dried to preserve its nutritional profile, this single-ingredient treat is a clean and functional choice for dogs and cats.

Commenting on their success at Crufts, Wendy said: “We were totally over-whelmed by the response at Crufts. We are a relatively new treat and petfood brand, but we have experienced rapid growth since launch, and we now have an impressive base of loyal customers whose cats and dogs simply love our products.”

For further information on Waita Pets’ products, please visit: www.waitapets.co.uk

For trade customers visit: www.waitapets.co.uk/pages/wholesale-contact

Trinkety Paws has just returned from Crufts having recorded record sales on its stand, particularly for the new designs launched at the show.

Trinkety Paws was recently recognised by The Independent newspaper in the IndyBest column for their Splattered Biothane Dog Lead and Biothane  Dog Training Lead with both products coming in the top ten dog leads which were tried and tested by industry experts.

Trinkety Paw’s stand at Crufts which was its largest ever at the show, focussed on their core Trinkety Paws range of premium waterproof BioThane® collars and leads, their Easyfit Harnesses, and their Premium Rope Collection.

In addition to their existing range, Trinkety Paws also launched three brand new collections and added more designs to three existing collections. 

Amongst the new collections were:

Statement Wrap Collection - featuring an eye-catching wraparound collar design, with designs that stand out from the rest, and offer the functionality you need in any weather. Designed to create beautiful colour contrast while maintaining the durability you expect from our products, this collection blends style, practicality and craftsmanship in one striking design.

Each collar features a wider plain backing strap, overlaid with a contrasting narrower wrap strap which showcases either our signature splatter finish or premium UV printed designs. This layered construction not only creates a distinctive aesthetic but also offers a broader, comfortable fit that is great for all size dogs, and works particularly well for larger breeds or Sighthound Breeds.

New additions to our Splatter Collection - a range of handcrafted waterproof dog collars and leads featuring a one-of-a-kind hand-splattered finish. We have added a brand-new Spring inspired Splatter Collars and Leads, in pastel colours with soft pastel splatter finish as well as a brand-new Neon Splatter Collection, featuring bold bright colours with Neon Splatter Finish. Both being real stand out looks for your dog.

Mighty Paws Range- purpose-built for strength, scale and serious presence. Designed specifically for larger breeds, this collection is available in sizes L, XL and XXL, offering enhanced width, reinforced hardware and dependable construction without compromising on style. Created for powerful builds and broader necks, the Mighty Paws collars feature an extra-wide strap profile for improved weight distribution and comfort. Whether you have a strong working breed, a giant companion, or simply prefer a bolder collar aesthetic, this range delivers both security and standout design in equal measure.

Summing up her experience at Crufts, Company Founder, Nadine Berger said, “Crufts 2026 was an incredibly exciting and successful show for us at Trinkety Paws. It was fantastic to launch several new designs and collections, and the response from visitors was overwhelming. Our new Splatter and UV-printed collections in particular proved extremely popular and quickly flew off the shelves throughout the event.

One of the most rewarding parts of Crufts is always meeting our customers face to face. It was wonderful to reconnect with so many loyal Trinkety Paws customers while also introducing the brand to a huge number of new dog owners discovering us for the first time. We were especially proud of the feedback we received on our new stand design and the latest collections.

Alongside the strong direct-to-consumer response, Crufts also created valuable opportunities on the trade side of the business. We were delighted to secure several exciting new retail partnerships during the show, which really highlights the power of Crufts as a platform for small independent British brands like ours.”

Trinkety Paws has gone on to win countless industry awards having been recognised by prestigious industry bodies such as PetQuip and the Pet Industry Federation.

For further information please visit:www.trinketypaws.co.uk (consumer)

www.trinketypaws-trade.co.uk (trade)