Category:

Features

AmericasEuropeFeatures

PLMA’s International Council Shares Insight Into The World of Private Label

by Andrew Quinn

For over four decades, PLMA has supported the global private label industry through insight, collaboration, and trusted connections. The heart of this mission is PLMA’s International World of Private Label Trade Show in Amsterdam, where manufacturers and retailers come together to exchange ideas, share innovation, and strengthen relationships. Ahead of the 2026 edition, we speak with Peggy Davies, President of PLMA and Jan van Lier, Managing Director Trade Shows of PLMA International Council, about what makes the Amsterdam show special.

Understanding PLMA and the Amsterdam Trade Show

Jan: Over these years we have also witnessed the evolution in the industry first-hand, the journey from being seen as cheap alternatives to branded products to becoming a brand in its own right, recognized by consumers and becoming the first choice in their baskets.

For those new to PLMA, what exactly does the association do?

Peggy: For those new to PLMA, we support the private label industry in multiple ways. Beyond our 40+ years of experience and our two flagship events in Chicago and Amsterdam, we help companies stay ahead of market trends, connect with global partners, and discover new business opportunities. Our goal is to strengthen the private label community and drive growth by bringing the industry together on a global scale.

Jan: Over these years we have also witnessed the evolution in the industry first-hand, the journey from being seen as cheap alternatives to branded products to becoming a brand in its own right, recognised by consumers and becoming the first choice in their baskets.

Peggy: Exactly. On top, we are actively in contact with the stakeholders in the industry to stay connected and constantly aware of the relevant needs of the industry.

The Amsterdam trade show is your flagship event. What makes it special?

Jan: What truly sets Amsterdam apart is our deep understanding of private label, not just as products on shelves, but as brands that shape people’s daily lives. The show brings this to life, giving the industry an engaging platform to fully immerse themselves in the world of private label innovation.

Peggy: Attendees step into a space built on trust and expertise, where business relationships are formed and sustained, ideas are exchanged, information is shared, and innovation is showcased, driving the industry forward. The energy and buzz of doing business there are nearly tangible, making it an inspiring experience for everyone involved.

Trends and Innovation at PLMA Amsterdam 2026

What product trends will visitors see at PLMA Amsterdam 2026?

Peggy: Building on that, transparency really matters now. Consumers want to understand what they are buying, and that’s driving product development in more conscientious ways.

Why is the mix of returning and new exhibitors so important?

Jan: Returning exhibitors provide proven experienced continuity and demonstrate long-term commitment to the industry. They bring established partnerships and reliability that buyers value and trust.

Peggy: Equally important are the new exhibitors, who can bring fresh perspectives and new business opportunities. Together, more than 3200 returning and new exhibitors create the most dynamic and energetic environment possible, at the private label gathering of the year in Amsterdam.

What can visitors experience beyond the exhibition floor?

Jan: On Monday 18 May, we offer a comprehensive programme of seminars and workshops covering market trends, consumer behaviour, and industry best practices. Then, as a fixed element and one of the popular attractions, PLMA’s Idea Supermarket that highlights innovation, new product developments, and trends. While the New Product Expo showcases the latest innovations in product development from our exhibitors to meet retailers need, our Retail Trends section give a global perspective on the products and consumer needs found on shelves around the world.

Peggy: We also highlight the very best in private label through our Salute to Excellence Awards, where outstanding achievements in retailers’ private label products are honoured and celebrated. I urge you to visit the area for the total view and state of the industry in product development.

Sustainability and Consumer Perception

How does sustainability come into play at the trade show, and how are private label products adapting to climate challenges?

Peggy: Sustainability has evolved from an optional consideration to a required business necessity. Throughout the show, you’ll see products developed with responsible sourcing, improved production methods, and transparent supply chains.

Jan: Fair trade principles are also playing an important role, influencing all stages of product development, from sourcing and ingredients to packaging.

Peggy: The innovations are impressive. Private label demonstrates real agility in responding to these global challenges.

Has consumer perception of private label changed, e.g. quality versus price?

Jan: Research, including research we have recently conducted, shows that private label is no longer seen merely as a budget alternative to brands. Today, it offers equal, or even better, quality at a more attractive price. While value has always been important to private label, repeat purchases only happen when the quality meets consumers’ expectations.

Peggy: Exactly. Today’s consumers understand that competitive pricing doesn’t mean compromising on quality. It’s about offering intelligent value and enabling consumers to make smart choices.

The Future of Private Label and Collaboration

Why is collaboration so critical for the future?

Jan: The challenges facing our industry such as climate change, evolving consumer expectations and supply chain complexity, require collective action. No single organisation can address them effectively in isolation.

Peggy: That’s why strong partnerships and open dialogue across the value chain are essential. PLMA provides the platform where this can happen.

Jan: Indeed, where manufacturers, retailers, and industry partners can collaborate, share expertise, and drive significant progress together.

Looking ahead, how do you see the future of private label?

Peggy: I see the future of private label as very bright. It has become increasingly important not just as a competitive offering, but as a reflection of values and identity. When retailers develop their own brands, they are communicating their positioning and building consumer trust.

Jan: I agree completely. Private label plays a central role in brand identity for both retailers and consumers. And PLMA operates at the core of this ecosystem, supporting manufacturers, retailers, and partners as they navigate industry changes.

Peggy: While maintaining their commitment to quality, trust, and responsibility, these fundamentals remain constant even as everything else evolves.

Why Amsterdam as the location for this event?

Jan: Amsterdam is the perfect setting for PLMA. It’s a city built on trade and innovation, with a long history of bringing people together from around the world, very well connected by all means of transport. Plus, it’s a wonderful city to visit. After the trade show, you might enjoy a walk along the canals, visit the Rijksmuseum or Van Gogh Museum, or explore the Jordaan neighbourhood.

Peggy: Join us in Amsterdam and see the private label sector at work. It is always inspiring to witness the energy and collaboration as the community comes together.

www.plmainternational.com

0 comments
AmericasFeatures

Store Brand Unit Sales in U.S. Continue to Trend Up in 2026

by Andrew Quinn

Store brand unit sales in the U.S., on the heels of a strong finish in Q4 of 2025, carried that momentum into the new year with a solid 2.3% gain for the period ending January 25, according to PLMA’s research partner, Circana. Store brand dollar sales for the month were also positive, up by 2.3%.

True to its form of the past several years, store brands in 2025 continued to serve as a bright beacon in the overall U.S. retailing landscape—satisfying consumer needs with high quality, value-driven product solutions; achieving, and in many cases exceeding, retailer goals for enhanced marketplace differentiation and performance; and, along the way, establishing new records for annual revenue as well as dollar and unit sales and shares.

According to PLMA’s 2026 Private Label Report, “A Bright Beacon In U.S. Retail Landscape,” store brand dollar sales in the year increased nearly three times the rate of national brands as the products surged ahead by 3.3% compared to a gain of only 1.2% for their national brand counterparts. Looking at unit sales, the head-to-head difference was comparable. Store brands advanced by 0.6% while national brands declined by -0.6%.

In all outlets, total store brand revenue for 2025 surpassed a quarter trillion dollars for the second year in a row, coming in at $282.8 billion, an increase of slightly more than $9 billion over 2024 and establishing an all-time high in annual volume. Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a new record. National brands lost 1.43 billion units.

Retailers are launching lines to defend and expand their private label reach, according to Circana. Key new initiatives include Kroger’s Smart Way and Mercado, Walmart’s bettergoods, Target’s Deal Worthy and Figmint, Amazon’s Saver and CVS’ Well Market.

“Retailers are doubling down on private labels as a strategic asset for differentiation, brand building and creating emotional bonds with shoppers. Through innovation, pricing and promotion excellence at their grassroots,” says Sally Lyons Wyatt, Circana’s Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights.

“Private brands’ growth reflects a fundamental shift in consumer priorities. Retailer-owned brands are increasingly competing —and winning—on value, quality, efficacy, and sustainability,”

“From the perspective of sales and shares, 2025 was U.S. store brands’ most successful year ever,” declared PLMA’s President, Peggy Davies. “It was a year of achievement across the board, including the growing recognition of the strategic importance of store brands by the trade and consumer media, the investor and consultant community and, most importantly, by the C-suite at America’s retailers. Not coincidentally, it was a banner year for PLMA, as well, highlighted by the bestattended Chicago Trade Show ever and the well-received inauguration of Store Brands Month.”

Some experts predict the gap between the market share penetration of private label grocery products in the U.S. vs Europe will narrow. They may be on to something. Over the past two years, when measured alongside Europe’s top 17 private label markets, American store brands ranked 6th in dollar share increase, +0.8 points, and 9th in unit share gain, +0.9 points.

“Private brands’ growth reflects a fundamental shift in consumer priorities. Retailer-owned brands are increasingly competing —and winning—on value, quality, efficacy, and sustainability,” continued Davies.

In fact, according to Alvarez & Marsal Global, “store brands’ boom is financially driven by highearning, over $100,000 households, 82% of whom are increasing their private label purchases, outpacing lower-income groups…private label growth is a permanent market shift, not merely a temporary response to inflation.”

“Consumer trust and trial show continued acceptance and willingness to explore new private brand products, even in traditionally brand-dominated spaces. All generations are more open to trying new private label products, though younger consumers are most adventurous,” claimed Circana in its 2025 report, From Growth to Transformation: The U.S. CPG Private Label Story.

“Private labels of the future will see broad investment not just from major retailers, but also from regional and mid-sized players. Economic uncertainty will continue to elevate private brands. Quality and innovation will continue to be the focus, while emerging trends in sustainability and localization gain emphasis.”

Once consumers switch to private label, brands face an uphill battle to win them back. By offering highquality products at lower price points, chains reset what shoppers expect for the money. Private labels are sticky, and the longer consumers stay switched, the harder it becomes for brands to reclaim lost ground.

“The ‘value luxury’ trend is the strategic pivot by grocers to elevate store brand quality and design, making them aspirational purchases preferred by high-income consumers seeking efficacy and value. They’re also setting aggressive goals, such as Albertsons aiming for 30% private label share. Aldi’s decision to unify branding under its name emphasizes confidence in its private label quality to carry the store’s reputation. These moves confirm a long-term industry shift where private label is a central pillar of operations,” said research firm Insight Trends World.

PLMA’s 2026 Private Label Report is available online at plma.com. Retailers and PLMA members enjoy 24-7 access to real time store brand and national brand sales data through PLMA’s partnership with Circana’s Unify+.

www.plma.com

0 comments
Newer Posts
Older Posts