PLMA 2025: private labels draw on the power of surprise

By: Tisza Andrea Date: 2025. 10. 01. 09:45

🎧 Hallgasd a cikket: Nyelv: Sebesség: 1.05×

Surprise is more important than price – this was the main message of the 2025 Amsterdam PLMA International World of Private Label Trade Show. For retailers the strategic importance of private label products is growing year by year, and by now they have become a key differentiator.

This article is available for reading in Trade magazin 2025/10.

The PLMA World of Private Label Show has been providing a platform for retailers and manufacturers to discover new products, build valuable relationships and gather fresh ideas for more than 35 years.

Record attendance and exhibitor presence

This year’s event in Amsterdam attracted more than 32,000 trade visitors from over 120 countries on 20-21 May. Among the participants there were lots of buyers, category managers and other retail decision-makers. A total of 3,160 exhibitors from 75 countries showcased their products in nine food and five non-food halls, covering a total area of approximately 45,000m². The event kicked off on 19 May with a conference, with discussions on current purchasing trends, a case study of the Dutch Jumbo supermarket and the latest data from the PLMA International Private Label Market Report, seminars by NielsenIQ and Daymon International and workshops led by industry experts.

This year’s event in Amsterdam attracted more than 32,000 trade visitors from over 120 countries on 20-21 May

Peggy Davies
president
PLMA

“It’s encouraging to witness the energy and inspiration shared between retailers and manufacturers, as they continue to shape a dynamic private-brand community,”

comments PLMA President Peggy Davies.

Conscious product selection and health trends

One of the main attractions of this year’s international trade show was once again the Idea Supermarket, PLMA’s innovation, trend and product development zone, which convincingly demonstrated how surprise as a factor can increase the value of products in the eyes of consumers. This year’s food trends emphasised support for a health-conscious and active lifestyle. Vegan foods continue to show strong growth and the emphasis is increasingly on enjoyment, taste and identity.

In the non-food categories trends were dominated by naturalness, fragrance-free products and minimalist packaging. The New Product Expo presented nearly 400 fresh innovations. Products that won the PLMA International Salute to Excellence Award in the private label innovation category in 2025 were also on display.

Salute to Excellence: Germany in the lead

A total of 65 retailers from 25 countries entered the PLMA 2025 International Salute to Excellence Awards with more than 550 new private label products, from which 91 products from 36 retailers in 18 countries received recognition. Germany had the most award-winning private label products – 20 in total, followed by Italy with 11 award winners. The next PLMA International World of Private Label Show will be held on 19-20 May 2026, in the RAI Convention Centre in Amsterdam

20 exhibitors at the Hungarian community stand

At the booth, spotlight was on AMC’s export development initiative, the Hungarian Food Business Program

The Agricultural Marketing Centre (AMC) has been operating its community stand at the PLMA World of Private Label Show trade fair to full capacity for years. This year AMC participated with a 198m² community stand, where 20 Hungarian food industry companies showed themselves to an international audience.

There was special emphasis on AMC’s export development division, the Hungarian Food Business Programme, which registers buyers interested in Hungarian products in the programme’s online system. The product selection was really diverse, there were smoked meats, pasta, canned goods and preserves, frozen vegetables, fruits, oat bars, muesli and cookies.