The Private Label Manufacturers Association will convene its 39th annual World of Private Label International Trade Show on May 19–20, 2026, at the RAI Amsterdam Convention Centre, bringing together thousands of companies in what has become one of the most influential events in the global store-brand industry.
Organizers expect more than 3,200 exhibitors—both new and returning—from over 75 countries, underscoring the continued expansion and internationalization of private label manufacturing.
New national pavilions from Brazil, Egypt, Poland, South Korea and Vietnam will join the exhibition floor this year, reflecting the sector’s widening geographic reach and the growing role of emerging markets in product development and sourcing. Participants will showcase the latest food and non-food innovations, with an emphasis on quality improvements, product development and cross-border partnerships shaping the next phase of private label growth.
A central attraction of the 2026 show will be the Idea Supermarket, PLMA’s Innovation and Trends Area, which is relocating to the RAI Auditorium. The redesigned space features a modern layout, multiple access points and improved visitor circulation intended to help buyers more easily identify emerging consumer trends and product opportunities.
The event’s pre-show seminar program will begin Monday, May 18, with Spanish retailer EROSKI offering perspectives on private label strategy, innovation, sustainability and strategic partnerships. Additional workshops focusing on packaging and collaboration between retailers and manufacturers are expected to frame the discussions ahead of two days dedicated to sourcing, networking and industry growth.
The gathering arrives at a moment of notable momentum for store brands across Europe. According to NielsenIQ data compiled for PLMA’s Private Label Market Report, the private label share across 17 European countries reached 38.8% in the MAT W52 2025 period, an increase of 0.33% from a year earlier. Twelve of the 17 markets recorded gains, and private label penetration now exceeds 30% in twelve countries, with eight surpassing the 40% threshold.
Switzerland remains the most mature market, where private label products account for 52.3% of sales, representing more than €14 billion and making it the only country in the survey above the 50% mark. Some of the strongest year-over-year increases were recorded in Spain, where share rose by 1.1%, followed by Austria with 0.9%, Portugal with 0.7% and the Netherlands with 0.5%.
In Europe’s three largest markets—Germany, the UK and France—private label reached a combined share of 40.4%, an increase of 0.3%, with particularly strong performance in confectionery and snacks as well as perishable food categories. Across the 17 countries studied, the leading growth segments are confectionery and snacks, perishable food and ambient food, which together represent roughly EUR258bn in sales.
Overall, private label sales across these markets increased by EUR15.3bn, bringing the total to more than EUR387bn in value. As retailers continue to invest in their own brands and manufacturers expand partnerships across borders, the Amsterdam event is set to provide a snapshot of an industry that is steadily gaining ground across Europe and beyond.
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