The year begins in Bologna: MARCA 2026 unveils what’s next

As I prepare to travel to Bologna for MARCA by BolognaFiere & ADM 2026, it’s impossible to ignore the scale of change sweeping through Europe’s grocery landscape.

Private label is no longer the quiet, value‑tier alternative it once was. It is now a €352 billion powerhouse, capturing 38.5% of total grocery market value across Europe and outpacing manufacturer brands by more than double the growth rate.

In this context, MARCA 2026 arrives at exactly the right moment — and with record‑breaking momentum. The 2026 edition marks a milestone: 28 retail banners will exhibit, the highest number in the show’s history. 

This surge is mirrored across the entire exhibition footprint. MARCA reports +16% growth across all segments — food, non‑food, MARCA Fresh, and MARCA Tech — demonstrating how rapidly the private‑label ecosystem is expanding.

MARCA Fresh has doubled in size, reflecting the central role of fresh produce in retail.

Analysis makes the shift clear: shoppers across Europe are reshaping grocery habits in response to economic pressure, rising price sensitivity, and a desire for better everyday value.

Private label has become the answer. It now contributes over 75% of total unit sales growth in Europe, with countries like Czechia and Spain surpassing 45% market share. Retailers are responding by investing heavily in innovation, premiumisation, sustainability, and category‑specific differentiation.

This is exactly the environment MARCA is built for. What sets MARCA apart is it is a global trade show where large‑scale distributors exhibit alongside The International Buyers Preview on 13 January adds another layer, bringing more than 350 global buyers into direct contact with Italian and European suppliers before the show even opens.

With private label accelerating at unprecedented speed, MARCA 2026 offers a front‑row seat to the strategies shaping the next two years of European grocery.

In a €352bn market that’s still growing, MARCA is where the private‑label year begins — and where its future is being written.

• Rodney Jack, editor, Food & Drink Technology. Keep in touch via email: [email protected] Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.