Surprise and impression are key components of PLMA International World of Private Label
Surprise outperformed price at this year’s PLMA in Amsterdam as retailers found they can increase value by offering products that defy expectations.
From May 20 and 21, over 30,000 visitors from more than 125 countries visited PLMA’s private label exhibition in Amsterdam. Among these visitors were many buyers, category managers and other retail representatives. They visited the 45,000 m2 show floor, and were inspired by the magnitude of new and innovative food and non-food items offered by 3,160 exhibiting companies from 75 countries.
The annual PLMA International World of Private Label Trade Show said it grew the number of exhibitors, continuing an upward trend seen in previous years. This ongoing growth highlights the deepening collaboration between retailers and manufacturers — partnerships that are driving innovation in private label development.
By focusing on surprise instead of price, PLMA said retailers offer products that deliver greater value and differentiation.
The organisers pointed to the PLMA Idea Supermarket area, which showcased the newest trends in private brand development from all over the world. Key trends on this year’s show floor were related to healthy conscious food options for active lifestyles, protein, dietary needs, organic items and vegan, plant-based products including sustainability.
This year, the New Product Expo showcased almost 400 recent innovations like special flavours (for instance sour cream onion cashews or mushroom camembert), original and sustainable packaging, functional foods like A2 milk from A2 cows
(like the Guernsey and Jersey breeds) whose milk is easier to digest and contain more protein and omega 3, and several surprising items corresponding to a clear trend towards more Asian food items, like trendy onigiri soy wraps in various colours.
“It’s encouraging to witness the energy and inspiration shared between retailers and manufacturers as they continue to shape a dynamic private brand community,” noted PLMA president Peggy Davies. “These companies are clearly future-ready, serving consumers who are not only price-conscious but increasingly focused on finding real value. This spirit of collaboration and innovation was on full display at this year’s trade show in Amsterdam.”
PLMA’s International World of Private Label Trade Show started on May 19 with a captivating conference programme with speakers focusing on sourcing trends, an interesting case study on Dutch retailer Jumbo and the presentation of PLMA’s International Private Label Market Report.
The conference programme also featured the presentation of the winners of the PLMA 2025 International Salute to Excellence Awards. In this year’s edition, over 550 new private label items from 65 retailers in 25 countries were submitted for judgement. An international panel of private label experts evaluated these items in lively two-days sessions. This resulted in 91 food and non-food winners of the Salute to Excellence Awards.
Next year’s event will take place on19 and 20 May 2026 at the RAI Convention Centre in Amsterdam.
