PLMA 2026’s new look to help visitors take advantage of €387bn sector

Private Label Manufacturers Association (PLMA) has announced a structural and visual overhaul for its 39th annual World of Private Label International Trade Show, scheduled for 19–20 May 2026 at the RAI Amsterdam.

The centre-point of the 2026 event is a reimagined Idea Supermarket — the show’s dedicated Innovation and Trends Area — which is moving to a high-profile new home in the RAI Auditorium.

The relocation of the Idea Supermarket to the Auditorium brings a modern aesthetic and a completely redesigned floor plan. According to PLMA, for visitors, this means:

• Improved flow: multiple access points and a streamlined layout to reduce congestion.
• Enhanced navigation: a more intuitive journey through the latest food and non-food trends.
• Optimised sourcing: a concentrated space for buyers to quickly identify emerging product opportunities and new product development (NPD) excellence.

The new look venue coincides with a period of unprecedented dominance for own-brand products.

New NielsenIQ data for PLMA reveals that private label share across 17 European countries has climbed to 38.8%, with total sales increasing by €15.3 billion to reach a staggering €387 billion.

The 2026 exhibition will host more than 3,200 exhibitors from over 75 countries. Reflecting the global nature of the sector, the floor will feature new national pavilions from Brazil, Egypt, Poland, South Korea, and Vietnam.

The strongest category gains have been recorded in confectionery & snacks and perishable food, which will be major focal points of the Idea Supermarket trends showcase.

“From niche to mainstream, private label’s growth across Europe underscores a simple truth: retailer innovation drives progress,” said Peggy Davies, president of PLMA. “Educated consumers are the industry’s most powerful customers.”

The show will be preceded by a high-level seminar programme on Monday, 18 May, featuring:

• Keynote insight: Spanish retail giant EROSKI will share its latest strategies on private label innovation and sustainability.
• Specialist workshops: focused sessions on sustainable packaging and the evolution of retailer-manufacturer collaboration.

With Switzerland remaining the only market to surpass 50% market share (at 52.3%), and the UK, France, and Germany reaching a combined share of 40.4%, the 2026 show arrives at a critical juncture for manufacturers looking to capitalise on the “value-and-quality” shift in consumer behaviour.

Registration for the event is now open at www.plmainternational.com.