At Unleashed by Purina, we’re on a mission to build a global pet tech community and champion the best innovators to push innovation forward for pets and their owners.
China is one of the world’s largest and most strategically important pet markets. So, after travelling far and wide, from Bengaluru to London, we were excited to attend the 28th edition of Pet Fair Asia in Shanghai.
Jeanne Chatelle, Head of Purina Accelerator Lab said, “After spending time with startup ecosystems across Europe, Singapore, and India, I wanted to see firsthand what so many people had been telling me: if you want to experience innovation moving at speed, China is the place to be.”
Here’s a sneak peek of our experience at Asia's leading international pet industry hub.
Inside Pet Fair Asia 2026
Pet Fair Asia 2026 took place at the Shanghai New International Expo Centre (SNIEC) from 19 to 23 August 2026. The fair spanned across over 300,000 square meters of space with over 2,600 exhibitors.
Over 130,000 professional visitors from 102 countries attended, with particular interest from Southeast Asia and South America; two emerging markets in the pet world.
Chatelle said, “What struck me most was the energy of the event, with livestreams happening across many stands and brands showcasing their products directly to consumers in real time.”
Exploring the vast floor, you could feel the collective love of pets and excitement over the innovative products on display.
Key trends from the floor
Walking the floor at Pet Fair Asia, four trends stood out above the rest.
Chinese pet tech is pushing boundaries
Pet tech in China is already a substantial consumer category, not a futuristic niche. KPMG estimates the country’s smart pet-products market at CNY 69.9 billion in 2024, while online sales of automatic feeders reached 2.05 million units in 2025.
But the innovation on display at GENIUS Hub Pet Fair Asia 2026 really proved how tech-forward this market truly is.
"Technology is everywhere. During the event, you could find a robot or device for almost everything: automatic feeders, smart litters, robots to entertain your pet at home, robots to distribute treats, machines to clean your home and remove pet hair from bedding, and even pet phones to connect with your pet remotely,” said Chatelle.
PetKit and CatLink had an impressive display of connected smart devices on display, while PettiChat and PetPhone showed their tools for communicating with pets.
Design is a differentiator
Historically, pet devices and items have been more function than fashion. And yet the Pet Fair Asia showed us just how beautiful pet products can be.
Chatelle said, “I was impressed by how beautifully everything was designed, from stylish litter robots and clothes to amazing food packaging. It was colourful, engaging, and genuinely fun.”
Consumer research could give us a clue as to why design is increasingly important.
A 568-person survey of Chinese pet-product consumers—skewed toward younger, higher-tier-city buyers—found a clear preference for well-designed items. Almost 40% preferred “cute pet” visual style over a minimalist or neutral style.
A preference for sustainable packaging is also on the rise. Pet Fair Asia 2026 made a special effort to highlight sustainable exhibitors via the EcoPaws Asia. The organisers said, “the EcoPaws Asia Showcase Area presented more than 20 hand-picked environmentally responsible products and innovations, with the aim to connect sustainability with the wider industry agenda around innovation, manufacturing and long-term growth, while giving buyers greater access to responsible solutions.”
Tech is a vehicle to strengthen bonds, not replace them
The tech on display at Pet Fair Asia 2026 was clearly built with the purpose of fostering stronger bonds between pet parents and their pets.
Particularly with the innovations in communication such as AI translators and “pet smartphones”, there was an emphasis on giving pets a voice.
“A lot of products were helping to better understand pets from an emotional and health standpoint. I think we are getting closer to really understanding our pets,” explained Chatelle.
Pet food is changing
It wasn’t just pet tech that impressed us. We also saw great innovation coming from the pet food category.
Chatelle said, “The diversity of formats, colours, and toppings is incredible. I also saw a lot of different preparation approaches (e.g. baked, steam cooked, freeze dried). There were even pet restaurants and pet coffee shops serving pet lattes!”
This mirrors the market’s shifting attitudes towards different form factors, with a 2025 study of Chinese pet parents showing increased interest in freeze-dried, oven-baked and fresh pet food diets.
The Purina China team exhibited as part of the nutrition exhibitors, sharing our Purina Pro Plan products with consumers.
Hubert Wieser, CEO of Nestlé Purina AOA, said, "China represents the most dynamic pet care market in the world, and Pet Fair Asia is where its ambition is on full display. Purina exhibits because we want to be part of the conversation with Chinese pet parents, retailers, and partners, not a spectator to it.”
What Pet Fair Asia means for the global pet industry
As China is one of the leaders of market growth in the Asia-Pacific region, Unleashed has long wanted to visit Pet Fair Asia to explore the pet tech advancements on display.
As François Gergaud, Business Executive Officer of Nestlé Purina China, said, "Pet Fair Asia event showcased the remarkable dynamism of China’s pet care market. At Nestlé Purina, we are committed to combining our global expertise with deep local consumer and customer understanding to strengthen our position as a leading pet care company in China."
What we found was a palpable energy among both consumers and traders, a vast array of products to suit every kind of pet parent, and, perhaps, a glimpse into the future of pet tech.
From the premiumisation of pet food to the rise of wearables and AI, many of the trends we've been tracking across our global community are accelerating in China at remarkable speed.
Over the coming years, we’ll be keeping in touch with our partners and Purina Team in China to help further our mission of building the global pet tech community.
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