The Private Label Manufacturers Association (PLMA) will host the 39th edition of its international trade show “World of Private Label” on 19–20 May 2026 at the RAI Amsterdam Convention Centre, bringing together thousands of retailers, manufacturers, and innovators from around the globe.
More than 3,200 new and returning exhibitors from over 75 countries are expected to participate, including new national pavilions from Brazil, Egypt, Poland, South Korea, and Vietnam. Companies will showcase the latest innovations in both food and non-food categories, highlighting quality, product development excellence, and cross-border collaboration within the private label sector.
A NEW HOME FOR THE “SUPERMARKET OF IDEAS”
A major highlight of the 2026 event will be the Supermarket of Ideas, PLMA’s dedicated innovation and trend hub. This year, the feature area moves to the RAI Auditorium, offering a modern design, improved visitor flow, and multiple entry points aimed at making it easier for buyers to discover emerging trends and product opportunities. The redesigned space is expected to enhance interaction between retailers and suppliers while spotlighting developments shaping the future of private label.
PRIVATE LABEL SALES SURGE BY €15.3B
According to NielsenIQ data for PLMA’s Private Label Market Report, the market share of private labels across 17 European countries reached 38.8% (MAT W52 2025), marking an increase of +0.33 percentage points compared with the previous year.
Market share rose in 12 of the 17 countries analyzed. Today, 12 countries exceed a 30% private label share, while eight markets have surpassed 40%. Switzerland leads the region with a 52.3% share, representing more than €14 billion in sales and remaining the only market above the 50% threshold.
The strongest growth in market share was recorded in:
Spain: +1.1%
Austria: +0.9%
Portugal: +0.7%
Netherlands: +0.5%
Meanwhile, Europe’s largest markets — Germany, the United Kingdom, and France — achieved a combined private label share of 40.4%, up 0.3 percentage points, with the biggest gains in confectionery and snacks as well as perishable foods.
Across 17 European markets analyzed, the fastest-growing categories were:
Confectionery and snacks
Perishable foods
Shelf-stable foods
Together, these categories account for €258 billion in sales. Overall, private label sales increased by €15.3 billion, bringing the total market value to more than €387 billion.
“From niche products to everyday staples, the growth of private label in Europe demonstrates a simple truth: retailer innovation drives progress, and informed consumers are the most powerful customers in the industry,” said Peggy Davies, President of PLMA.
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