Private label products are no longer just about affordability—they’re about delivering unexpected value.
That was the clear message from PLMA’s 2025 International World of Private Label Trade Show, held on May 20–21 in Amsterdam. This year’s event underscored how products that surprise and delight consumers are helping retailers build stronger, more strategic private brands.
From plant-based organic cottage cheese to solid balsamic vinegar balls that can be grated like cheese, and vitamin C glow serum in chic cosmetic packaging, the show was filled with innovative offerings. These products grabbed attention not just for their creativity but for their ability to exceed expectations—showing that surprise, more than price alone, is redefining value in the private label space.
This year, more than 30,000 visitors from over 125 countries gathered at Amsterdam’s RAI Convention Centre to explore what 3,160 exhibiting companies from 75 nations had to offer. Spanning 45,000 square meters, the exhibition floor served as a global marketplace for retailers, category managers, and sourcing professionals, reflecting the event’s status as the world’s premier private label gathering.
Exhibitor participation in 2025 increased once again, continuing a steady growth trajectory that highlights the deepening ties between manufacturers and retailers. These relationships are fueling private label innovation, transforming conventional store brands into dynamic private brands with distinctive identities and strategic relevance.
PLMA President Peggy Davies emphasized the collaborative energy at the heart of this transformation, noting how retailers and suppliers are becoming more agile and inventive in response to consumer demand. “It’s encouraging to witness the energy and inspiration shared between retailers and manufacturers as they continue to shape a dynamic private brand community,” she said. “These companies are clearly future-ready, serving consumers who are not only price-conscious but increasingly focused on finding real value.”
Nowhere was this spirit more evident than in PLMA’s Idea Supermarket and New Product Expo—two highlights of the show floor that showcased nearly 400 innovative products. From bold flavor combinations like sour cream onion cashews and mushroom camembert to functional foods like A2 milk (sourced from Guernsey and Jersey cows and known for easier digestion), the display offered a snapshot of fast-moving trends. Sustainability, plant-based options, and global influences—especially from Asia—also stood out, with colorful onigiri soy wraps exemplifying this evolution.
The show opened on May 19 with a dynamic conference program, featuring insights on sourcing trends, a case study on Dutch retailer Jumbo, and the release of PLMA’s International Private Label Market Report. The program also included the presentation of the 2025 International Salute to Excellence Awards. This year, over 550 new products from 65 retailers in 25 countries were submitted, with an international panel selecting 91 winners across food and non-food categories.
As private labels evolve into powerful private brands, the PLMA trade show continues to be the place where innovation meets opportunity. The event not only reflects the industry’s global growth but also sets the tone for what’s next.
Looking ahead, PLMA’s 2026 International World of Private Label Trade Show is set to return to Amsterdam’s RAI Convention Centre on May 19 and 20. For anyone working in the private label sector, it promises to be an unmissable event.
Find out more at: https://plmainternational.com/