Private label manufacturers are increasingly positioning themselves at the forefront of consumer-product innovation, moving beyond their traditional reputation as lower-cost alternatives to branded goods as retailers seek to capitalize on shifting shopper preferences around health, convenience and sustainability.
Those trends were on display at the 2026 edition of the PLMA World of Private Label International Trade Show, held 19 and 20 May in Amsterdam, where retailers and manufacturers showcased products aimed at younger consumers seeking functional nutrition, wellness-focused personal care and environmentally conscious household items.
The annual event highlighted how private label producers are responding to rising demand for products containing ingredients such as electrolytes, collagen and creatine, as well as self-tanning products designed to reduce exposure to excessive sunlight. Organizers said the show reflected the growing strategic importance of store brands for grocery retailers globally.
Long viewed primarily as imitators of national brands, private label companies are increasingly taking a leading role in product development and packaging design across fast-moving consumer goods, according to exhibitors and retailers attending the event.
PLMA’s “World of Ideas” innovation section, relocated this year to the RAI Auditorium Lounge in the center of the exhibition complex, featured products designed to capture consumer attention through unconventional flavor combinations and emerging wellness trends. Among the items on display were yogurt infused with bubble tea, mango ice paired with chili sauce and potato chips flavored with capers.
The section also featured products aligned with next-generation consumer preferences, including collagen shots, electrolyte drinks and Korean-inspired beauty products. In household goods, exhibitors presented products emphasizing sustainability and circular manufacturing processes, including cookware produced from coffee waste and recycled aluminum coffee cups, with handles made from residual material generated during chewing-gum processing.
“A visit to the PLMA Trade Show helps us to maintain and expand our network and it inspires us to add even more value for shoppers”, a retailer comments.
Retailers attending the event also used the exhibition to demonstrate how broader consumer trends are being translated into private label assortments. Health-conscious shoppers are increasingly driving demand for foods with fewer ingredients, smaller portion sizes and formulations positioned as alternatives to ultra-processed products.
In nonfood categories, personal-care products stood out, particularly skincare lines marketed with science-backed claims and minimalist packaging designs.
The New Product Expo at the event featured about 300 food and nonfood products expected to reach retail shelves in coming months. Products included seaweed spreads with ginger, granola enriched with creatine, robotic toys for cats, LED candles operated by remote control and portable soda makers.
“The way retailers translate trends into their private label assortments is fascinating. Together with the many new products introduced worldwide, makes the World of Ideas a truly motivating visit”, said a visitor to PLMA’s World of Ideas.
PLMA’s “Salute to Excellence Awards” recognized 106 private label food and nonfood products from 46 retailers across 24 countries, along with 24 private label wines. Organizers said the winning entries reflected growing consumer interest in lighter and sparkling wines, while low-alcohol varieties continued gaining traction. Alcohol-free wines, however, remained a niche category.
The exhibition occupied all halls of the RAI Amsterdam Convention Centre this year and featured a record 3,350 exhibitors, underscoring continued growth in the private label sector despite broader pressures on consumer spending and retail margins.
“We had a good show, with strong visitor traffic at our booth, including many retail representatives,” an exhibitor said.
“PLMA’s World of Ideas area reflects the buoyancy of the private label community which continuously caters to the ever-changing needs of consumers”, comments PLMA President Peggy Davies. “Next year, we will introduce new enhancements to our format to make the PLMA International World of Private Label Trade Show even more future-proof”
Organizers said changes to the exhibition layout introduced this year are intended to further modernize the event and strengthen its relevance for retailers and suppliers navigating changing consumer expectations.
The next edition of the PLMA World of Private Label International Trade Show is scheduled for 25 and 26 May 2027 in Amsterdam.
Find out more at: https://www.plmainternational.com