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.