PETS TODAY expands 25th edition with six new feature areas
Bottom line
PETS TODAY, Greece’s long-running B2B pet industry exhibition, is expanding its format for its 25th edition in 2026 with six added feature areas aimed at innovation, product discovery, and networking. The event is scheduled for October 2-4, 2026, at Metropolitan Expo in Athens, and organizers are positioning it as a broader platform for manufacturers, distributors, retailers, veterinarians, groomers, and service providers across the Greek and Southeast European pet markets. The new areas highlighted on the event’s visitor materials are Startups/Small Business, Inspiration Area, International Area & Business Lounge, New Tails for new products, Collab Corner for newly announced partnerships, and Promo Picks for featured products. (petstoday.gr)
Why it matters: For veterinary professionals, the expansion signals a trade show environment that’s putting more emphasis on product launches, cross-border partnerships, and category breadth, including products distributed through veterinarians alongside pet shops, groomers, wholesalers, and distributors. The event’s exhibitor list already includes veterinary-facing and nutrition companies such as BioVet, Farma Friends, Pharmanimal, Purina, Royal Canin, Farmina Hellas, and Ave Vetmedic, suggesting the new format could create more opportunities to assess emerging products, supplier relationships, and market trends in one place. (petstoday.gr)
What to watch: Watch for how many veterinary-relevant launches and distribution deals are formally showcased in the New Tails and Collab Corner sections as the October 2-4, 2026 event approaches. (petstoday.gr)
PETS TODAY is marking its 25th edition in 2026 by broadening the show floor and programming with six new feature areas, a notable shift for one of Greece’s best-known trade events for the companion animal sector. The exhibition will run October 2-4, 2026, at Metropolitan Expo in Athens, and organizers are framing the milestone edition as a more structured business platform for innovation, networking, and international growth. (petstoday.gr)
That move builds on PETS TODAY’s existing position in the regional market. The event says it has served for 25 years as a leading meeting point for the pet industry in Southeast Europe, while outside trade coverage describes it as Greece’s leading B2B pet exhibition since its start in 2000. Earlier organizer messaging for the 2026 show emphasized a “renewed vision,” with a focus on helping visitors compare products directly, identify new suppliers, and build business relationships more efficiently. (petstoday.gr)
The six new feature areas add more structure to that strategy. According to PETS TODAY’s visitor information, they include a Startups and Small Business section for newer or smaller companies; an Inspiration Area for talks, presentations, and exhibitor demos; an International Area & Business Lounge for overseas buyers and business meetings; New Tails for products launched in Greece on or after June 1, 2026, or debuting at the show; Collab Corner for newly announced business partnerships from June 1, 2026 onward; and Promo Picks, an open promotional area without novelty requirements. Organizers say products in these sections may span food, treats, accessories, toys, grooming and hygiene, technology, services, eco-friendly products, aquarium and terrarium supplies, and housing, and they specifically note professional distribution through veterinarians as well as pet shops, groomers, wholesalers, and distributors. (petstoday.gr)
The exhibitor mix suggests those additions could have practical relevance for veterinary teams, especially those involved in nutrition, preventive care, retail, or supplier evaluation. The current exhibitor list includes veterinary and animal health-adjacent companies such as BioVet, Farma Friends, Pharmanimal, Ave Vetmedic, Purina, Royal Canin, and Farmina Hellas, alongside a wider range of grooming, accessory, wellness, and technology brands. The event is also carving out a visible “Village Area” for smaller brands, which may give clinicians and practice buyers a more efficient way to spot early-stage products and niche suppliers. (petstoday.gr)
Industry messaging around the event has focused on business development rather than consumer spectacle. In July 2026 coverage, organizer Vassilis Gouliemos said the goal is to create more value by facilitating connections and highlighting trends shaping pet care. PETS TODAY’s own materials similarly stress direct product evaluation, procurement efficiency, and relationship-building, all familiar priorities for veterinary professionals trying to assess whether a new supplier, therapeutic diet line, wellness product, or service partner is worth bringing into practice. (allpawsindustry.com)
Why it matters: For veterinary professionals, this isn’t just a trade show expansion story. It’s a sign that the Greek pet market is becoming more segmented and professionally organized around launches, partnerships, and targeted buyer engagement. A dedicated area for new products, another for newly announced collaborations, and an international business lounge could make it easier for clinics, hospital groups, and veterinary buyers to track what’s entering the market and who’s distributing it. That matters in categories where practices increasingly intersect with retail, from clinical nutrition and supplements to hygiene, monitoring technology, and home-care products used by pet parents. (petstoday.gr)
There’s also a broader market signal here. The event’s expanded format reflects growing demand for premium care, specialized services, and more formal business matchmaking across the companion animal sector, an evolution that can affect referral patterns, product availability, and competitive dynamics between veterinary channels and general pet retail. While PETS TODAY is not a veterinary conference, its 2026 structure appears designed to make commercial developments easier to surface and compare, which may be useful for practices watching regional supplier and category trends. That last point is an inference based on the event’s stated goals, exhibitor profile, and new feature design. (petstoday.gr)
What to watch: The key next step is execution in October: whether the New Tails and Collab Corner sections produce meaningful veterinary-relevant launches and distribution announcements, and whether the International Area & Business Lounge materially expands cross-border partnerships in the Greek pet care market. (petstoday.gr)