The private label sector continues its dynamic growth, driven by evolving consumer demands and a relentless pursuit of innovation. This was the resounding message from PLMA’s 2025 World of Private Label International Trade Show, held on May 20-21 at the RAI Amsterdam Convention Centre. With over 30,000 industry professionals from 120+ countries and 3,160 exhibiting companies from 75 nations, the event underscored the global significance of private labels, positioning them increasingly as strategic ‘private brands’ rather than mere price alternatives.
A Hub for Innovation: The Idea Supermarket and New Product Expo
A central highlight of the show was the Idea Supermarket, a dedicated space for innovation, trends, and new product development. This year, it showcased private label ranges from over 60 supermarkets, hypermarkets, discounters, specialty stores, and drugstores worldwide, offering visitors a comprehensive look at the diverse landscape of private label offerings. The New Product Expo further demonstrated this innovative spirit, featuring nearly 400 new products and packaging solutions from exhibitors, alongside the winners of the prestigious 2025 International PLMA Salute to Excellence Awards. This year, an international panel evaluated over 550 new private label items from 65 retailers across 25 countries, ultimately selecting 91 food and non-food winners, highlighting the industry’s commitment to quality and innovation.
As PLMA President Peggy Davies aptly commented, “It is encouraging to witness the energy and inspiration shared between retailers and manufacturers as they continue to shape a dynamic private brand community. These companies are clearly future-ready, serving consumers who are not only price-conscious but increasingly focused on finding real value. This spirit of collaboration and innovation was on full display at this year’s trade show in Amsterdam”, underscoring the collaborative effort driving the sector forward.
Watch the interviews from PLMA 2025 in Amsterdam here ↓
Key Trends Shaping the Private Label Landscape
Discussions with industry leaders, including PLMA President Peggy Davies, revealed several overarching trends influencing the private label market. Health and wellness remains a dominant force, with Davies highlighting that “Free-from options and rich-in products, particularly those high in protein, are increasingly in demand. The younger generations, with their heightened awareness of ingredients and dietary needs, are significantly driving this shift, as wellness and different things relative to wellness continue to be significant categories”.
Beyond health, the focus on sustainability is pervasive. At the show, 44% of all products exhibited (49% in Food and 23% in Non-Food) featured sustainable attributes, reflecting a broader consumer preference for environmentally conscious choices that extends to packaging and manufacturing processes. Packaging innovation itself is crucial for capturing consumer attention. Davies emphasized the critical “Three to five seconds to grab somebody’s attention” window in a retail environment, whether online or in-store. This necessitates packaging that makes a clear statement and resonates with consumer values, with new innovations showcased at the expo including original and sustainable packaging solutions.
A key takeaway from the trade show in Amsterdam is that surprise wins over price abd products that break expectations help retailers build stronger value. This translates into innovative offerings like solid balsamic vinegar balls for grating, plant-based organic cottage cheese, and trendy cosmetic glow serums, all designed to delight shoppers and strengthen retailers’ overall store concepts. The evolving consumer mindset also plays a crucial role; younger generations are “More interested in actively seeking information about ingredients and production. This contrasts with older generations, who traditionally just took it at face value – PLMA President states -. While adaptation among older consumers may be slower, they are becoming more aware and are adapting to new trends as different options become available”.
The unlocked potential for Private Labels in Italy
While private labels are thriving across Europe, with countries like Switzerland boasting unparalleled market share – “Nobody can get close to Switzerland’s market share (52.3% in value in 2024 according to IGD)“ Davies affirmed -, the situation in Italy presents a unique dynamic. She speculated that Italy’s strong tradition of home cooking and potentially weaker “A-brands” in Switzerland contribute to this disparity. In Italy, conversely, “The A-brands are stronger and PLs face strong competition: it is a little bit of a battle to gain that market share from the A brands”.
Despite this, the appeal of Italian private labels, especially abroad, is undeniably growing. This growing importance is clearly reflected in the robust Italian presence at PLMA. As Tindaro Paganini, Director of the Brussels Office for ICE-Italian Trade Agency, highlighted, “The PLMA fair is definitely an event of great importance for Italian companies. We, as Italy, were present with 173 companies, so the sheer number demonstrates how crucial this market is for Italian businesses, encompassing both food and non-food sectors.” Paganini also noted that many more companies expressed interest in participating beyond the 173 that were accommodated, emphasizing the fundamental importance of the Dutch market and Northern Europe in general. He stressed that PLMA’s international reach extends beyond the Netherlands, impacting trade worldwide, making participation essential. Paganini added, “The private label sector is of fundamental importance for Italian companies, particularly in the food sector. We are investing heavily in this sector because we are convinced that it is a fundamental way to enter the market, not only in the Netherlands but throughout Europe“.
The Future is Bright for Private Labels
The PLMA 2025 show confirmed that private labels are evolving beyond mere price alternatives to become strategic ‘private brands’ that deliver greater value and differentiation. The continuous growth in exhibitor numbers reflects deepening collaboration between retailers and manufacturers, driving innovation that surprises and delights consumers. The next edition of PLMA’s International World of Private Label Trade Show is scheduled for May 19-20, 2026, at the RAI Convention Centre in Amsterdam, promising to further showcase the industry’s vibrant evolution.
Watch the interviews from PLMA 2025 in Amsterdam here ↓
L’articolo PLMA 2025: the private label sector is thriving in Europe proviene da Italianfood.net.
