Private Label grew 3.8% across six major markets, according to latest data provided by
MARCA by BolognaFiere & ADM, the Private Label trade show taking place in Bologna,
January 14-15, 2026.
Private Label stands out as a structural growth trend in European Retail, proving to be the market’s most dynamic and fastest-growing segment. According to Circana data circulated by MARCA by BolognaFiere & ADM, across the six main continental markets (France, Germany, Italy, Netherlands, Spain and United Kingdom), Private Label accounts for 40% of Fast- Moving Consumer Goods sales by value, representing 48% by units sold and total revenues of €291 billion (L52W ending August 2025).
The EU6 data reveals a mature market that continues to grow: +3.8% by value versus the previous year, gaining +0.4 percentage points of share. This performance confirms that PL has evolved from a “budget option” to become a laboratory for innovation, sustainability and quality differentiation.
“Retailers have transformed the role of Private Labels into mature strategic assets that drive value and unit sales, and command greater loyalty among shoppers across Europe,” comments Ananda Roy, Senior Vice President Thought Leadership Europe at Circana. Broadening the scope ofobservation to non-EU6 markets, a similar trend can be observed in Asia Pacific, while the US,continues Ananda Roy, “is trailing behind other regions, but is quickly catching up with new innovations in quick service delivery, price bundles and sustainable products.”
Netherlands and Spain lead, but Italy shows strongest growth momentum The European ranking is led by Netherlands (55% share) and Spain (51%), followed by Germany (42%), United Kingdom (37%), France (36%), and Italy (30%). Despite lower penetration compared to mature markets, Italy registers the most dynamic growth across the entire EU6 area: +4.7% by value in H1 2025, significantly outpacing both the national FMCG average (+3.8%) and the aggregate European trend, with Fresh department gaining +0.7 share points and Functional products surging +21.7% by value, positioning the country as a European benchmark for innovation and Fresh excellence.
MARCA by BolognaFiere & ADM 2026: Where the Private Label Year Begins Every January, Bologna marks the strategic starting point for the entire global Private Label sector.
MARCA by BolognaFiere & ADM stands as the world’s only event showcasing the complete PL supply chain through a unique format:
- 28 leading Italian Retail chains – recognized as European trend setters for Food and Non-Food
innovation – directly exhibiting their strategies and launches in dedicated spaces, making
MARCA by BolognaFiere & ADM the only trade show worldwide where Retailers are active
protagonists rather than mere visitors. - 1,500 specialized exhibitors in Private Label products and services, with strong international
representation. - Complete content ecosystem: the two main sectors of Food and Non-Food are flanked by
special events and exhibiting sections which complete the offer serving the retailers’ needs:
MARCA Fresh (over 80 companies across 5,000 sqm, double vs. 2025) – the exclusive format
spotlighting sustainable innovation in fresh produce, a strategic sector deserving dedicated
focus and networking; MARCA Tech (packaging, logistics, supply chain services enabling PL
innovation) and MARCA Awards (recognizing product innovation and manufacturing partner
excellence); conferences, workshops, and the annual Private Label Report by Circana – the
yearly reference for PL performance analysis and trends. - International Preview dedicated to foreign buyers (350 participants from 70+ countries in
2025) and exhibitors only, with advanced business matching system, one day before official
opening.
“MARCA by BolognaFiere & ADM is the global reference point for Private Label. Our timing is strategic: January sets the tone for the entire year,” underlines Rossano Bozzi, Business Unit Director at BolognaFiere. “The 2026 edition strengthens this leadership with record numbers and a unique format where Retailers are active players, not just visitors. In a market where Private Label drives structural growth, MARCA by BolognaFiere & ADM is where innovation turns into actionable strategies. Bologna becomes the international hub for trends and partnerships that shape the future of Retail.”
With 1,500 exhibitors and 26,000 expected visitors, the 2026 edition (January 14-15, Bologna) will consolidate MARCA by BolognaFiere & ADM’s role as the strategic platform where Italian quality meets the best Private Label solutions before a highly qualified professional audience.
“The 2026 edition marks a milestone in MARCA by BolognaFiere & ADM’s path with double-digit growth across all fronts: more Retailers, more exhibitors, and an unparalleled program designed for effective business networking,” adds Antonella Maietta, Exhibition Manager. “As Private Label continues its expansion across international markets, MARCA by BolognaFiere & ADM serves as the platform where trends and opportunities become tangible for the global FMCG’s industry.”
