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.