PATS 2026: Rising to meet meteoric demand and exceed expectations
The UK's leading Pet & Aquatics Trade Show (PATS) returns on 27–29 September 2026 to the NEC, Birmingham. PATS 2025 was a record-breaking year in more ways than one. In total, 6,021 people attended across the three days – a 70% increase on the previous year. This growth was not solely driven by UK visitors: 317 attendees travelled from overseas (an increase of 169%), engaging with a record total of 445 exhibitors from 15 countries. Building on success, the new organisers - Raccoon Media Group – are raising the bar even further to meet meteoric demand and exceed expectations. Alongside expanded floorspace, the team behind PATS have developed new invaluable features and exciting content to make the 2026 edition a must-attend industry gathering.
Buyers attend PATS with a clear commercial purpose. The event brings the market together, connecting brands, international buyers, multiple retailers and animal health organisations in one space. It presents a high-quality and time-efficient opportunity to meet suppliers in-person, discover new products, compare products side-by-side, seize exclusive show offers, make decisions and network with like-minded professionals.
The UK pet care market continues to show long-term growth and PATS is designed to help businesses capitalise with a live platform that delivers measurable business. Activities with this objective include PATS grooming workshops featuring state-of-the-art grooming demonstrations from leading experts. Talks and demonstrations take place across all three days, and content is a balance of traditional techniques as well as new and creative ideas.
The new era of PATS will bring a forward-thinking, digital-first approach to the show, led by five new additions, each designed to improve both the visitor and exhibitor experience. They include:
An International Pavilion – a first for PATS. The new International Pavilion will act as a gateway for overseas brands entering the UK market. The space will be dedicated to international companies, allowing them to collectively demonstrate products from their respective home countries.
This new feature offers significant benefits for both retailers and the wider UK market. Retailers will gain access to a broader range of products and formats not widely available in the UK. The Pavilion also creates a structured route for overseas brands to engage with UK distributors and retailers, strengthening international trade links in a post-Brexit landscape. Additionally, it elevates PATS as a truly international buying event, while enhancing the global outlook of the UK pet trade. UK businesses will have the opportunity to stay aligned with international trends and developments, along with consumer expectations overseas.
Bespoke PATS App – Raccoon Media’s digital-first approach is exemplified by the launch of a new PATS app for 2026. Free to download, this single digital hub will provide everything visitors need, including the full programme of events, enabling them to plan their time more effectively and encourage greater attendance at seminars, demonstrations and key show features.
With high functionality, built-in networking tools will allow visitors to connect directly with exhibitors, making conversations before, during and after the show easier and more productive. Similarly, the app can arrange direct meetings with buyers to increase the quality and volume of face-to-face interactions on the stands.
The Hosted Buyer Programme brought to you by PATS and PetQuip is another new addition for 2026, designed to encourage stronger engagement between exhibitors and senior retail buyers. Participation in the Hosted Buyer Programme is subject to meeting set criteria and includes attendance across all three days of the show, alongside a commitment to a set number of prearranged face-to-face meetings. This structured approach ensures that time on the show floor is used efficiently and with clear commercial intent.
For exhibitors, the programme provides reliable access to buyers with genuine purchasing authority, removing the uncertainty of chance encounters. For retailers, it offers a focused environment in which to review new product launches and engage in meaningful, in-depth discussions with suppliers. More broadly, the programme supports structured, commercially focused engagement at PATS, reinforcing its role as the place where the pet and aquatics trade meet to do business rather than simply attend an exhibition.
Drop-in Clinic in association with the Pet Industry Federation (PIF) In association with the Pet Industry Federation (PIF), a new Drop-In Clinic will offer practical, business-focused support for professionals attending PATS, adding value beyond product sourcing. Aimed at retailers, service providers, and suppliers, it provides access to expert advice in an informal, accessible format that fits around a busy show schedule.
Covering areas such as business management, legal and regulatory compliance, animal welfare standards and customer service, the clinic will allow attendees to discuss real operational challenges and current industry pressures. Rather than offering generic guidance, conversations can be tailored to individual business models, whether that’s a single store independent or a growing multi-site operation.
For established businesses, the clinic provides an opportunity to review practices, stay up to date with regulatory expectations, and sense-check decisions with industry specialists. For newer entrants, it helps demystify compliance and best practice in a highly regulated sector.
The addition of new features enhances the existing programme, ensuring continuity while expanding the overall offering. Supported by Media Partner, Pet Product Marketing, the New Starter Zone will once again serve as a dedicated space for start-up businesses.
A dedicated Aquatics and Reptiles Zone will also return, alongside water gardening exhibitors, where UK and international suppliers will showcase their latest launches. Finally, both sets of awards are here to stay. The New Product Showcase and Awards, along with the Aquatic, Reptiles, and New Product Showcase, provide an opportunity to gain industry and peer recognition while promoting products to a wider audience.
PATS is co-located with BETA International, the UK’s leading equestrian and country trade show. The co-location strategy proved to be a real triumph in 2025, with a 228% increase in registrations. Adjacent halls One trip gives visitors access to two unmissable shows, offering the chance to discover the latest products, meet industry innovators, and find fresh ideas to grow their business.
PATS Event Director Ian Reynolds comments: “Through strategic, continuous improvement, PATS is driving exponential growth, and 2025 exceeded all ambitions. As we plan for 2026, the team is building on that momentum with new content and features that will make PATS even more invaluable and experiential for businesses and attendees. We are seeing growing interest from international buyers who are drawn to the strength of British brands, the quality of products on show, and the level of innovation they won’t find elsewhere. ”
PATS is the place to source innovative ranges, gain expert insights, network, and grow.
Early booking to exhibit is advised.
For all stand and sponsorship enquiries, contact Ian Reynolds, Event Director at
