Entries are now officially open for the PATS 2026 New Product Showcase and Awards.
Exhibitors at are being encouraged to enter their latest product launches into the programme, and 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 PBW News, the New Product Showcase gives buyers and retailers the opportunity to discover the industry’s latest innovations in one dedicated location at the show, which returns to the NEC Birmingham on September 27-29, 2026.
Every product entered into the Showcase will automatically be considered for the New Product Awards, with the entries 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 during the remainder of the event.
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.”
This year’s New Product 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
