Exhibitors at PATS 2026 are being encouraged to enter their latest product launches into the prestigious New Product Showcase & Awards, with entries now officially open ahead of the exhibition's return to the NEC Birmingham on 27–29 September 2026.
Winning a PATS New Product Award can be a game-changer for a business. The recognition has helped previous winners turn innovative launches into bestselling retail products, attract new stockists and distributors, and secure valuable export opportunities.
With entries now open, this year's Showcase is expected to feature a record number of exciting new products from across the pet and aquatics industry.
Sponsored by Leopard Co and supported by media partner pbwnews, the New Product Showcase gives buyers and retailers the opportunity to discover the industry's latest innovations in one dedicated location. Visitors can see, compare and evaluate new products before visiting exhibitors' stands to learn more.
Recognising the Showcase's importance to both exhibitors and buyers, it will once again occupy a prime position within the exhibition.
Every product entered into the Showcase will automatically be considered for the highly sought-after New Product Awards.
Each exhibit will be accompanied by an information card highlighting key product details, including the recommended retail price and the exhibitor’s stand number, making it easy for visitors to follow up with manufacturers and suppliers throughout the show.
The awards will be judged by an independent panel of leading pet retailers on the opening morning of the exhibition. Winners will be announced at the Exhibitor Drinks Reception on the first day of the exhibition and promoted throughout the remainder of the event, giving visitors a clear guide to the standout product launches at PATS 2026.
Previous winners have been quick to highlight the commercial value of receiving a PATS New Product Award.
WildWash won the Grooming Products category at the 2025 awards with its 5 in 1 Magic Mud for Dogs & Cats. Co-founder Jane Cooper said: “Winning the award was a significant moment for us. It has opened up conversations with new stockists and partners looking for proven, standout products.”
Karnlea was another successful exhibitor at PATS 2025, winning with its Cat Supplement Topper. Founder Lara McCullough said: “We had some very stiff competition from other great products from amazing brands who we respect deeply. Winning felt like all the hard work we put in was worth it.”
New Product Award categories
This year's awards feature 12 categories:
- Cat Accessories & Toys
- Cat Food Products
- Dog Food Products
- Dog Treat Products
- Dog Accessories & Toys
- Dog Harnesses, Leads & Dog Wear
- Small Animal & Bird Products
- Pet Care Products
- Grooming Products
- Aquatic Indoor Products
- Aquatic Outdoor Products
- Reptile Products
Exhibitors can submit their entries online at www.patshow.co.uk.
Alongside the New Product Showcase, visitors to PATS 2026 will be able to meet leading suppliers and manufacturers from across the pet industry while experiencing a range of new features, including the International Pavilion and a dedicated Hosted Buyer Programme, further enhancing the exhibition's growing international appeal.
PATS 2026 will once again be co-located with BETA International, the leading equestrian trade exhibition, taking place on 27–28 September 2026. Retailers and buyers will be able to visit both events with a single registration, giving BETA International visitors access to PATS and vice versa.
Visitor registration is now open at https://bit.ly/4aLE1Hp with free admission available to qualifying trade professionals. For more information about PATS 2026, including a full list of exhibitors, visit www.patshow.co.uk
