A key takeaway from last month’s PLMA International World of Private Label Trade Show was that surprise can win over price, with products that break expectations helping retailers build stronger value.
Items like solid balls of balsamic vinegar that can be grated, plant-based organic cottage cheese, or trendy cosmetic glow serum with vitamin C surprised visitors to the annual exhibition in Amsterdam, which attracted over 30,000 visitors from more than 125 countries.
The 2025 event saw the number of exhibitors grow once again, continuing the upward trend seen in previous years. PLMA (Private Label Manufacturers Association) noted that this ongoing growth highlights the deepening collaboration between retailers and manufacturers, partnerships that are driving innovation in private label development. The result: private labels that not only surprise and delight shoppers but also strengthen retailers’ overall store concepts.
As such, private labels increasingly develop into private brands whose strategic relevance grows year-on-year. By focusing on surprise instead of price, PLMA believes retailers can offer products that deliver greater value and differentiation.
How this works could be seen in the PLMA Idea Supermarket area, showcasing 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.
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,” said 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.”
NAM Implications:
- Private labels are brands.
- And those retailers that fully appreciate this…
- …and begin to manage their private labels as brands…
- …incorporating innovation and all the techniques that consumers have been led to expect from national brands…
- …the better the results in terms of repeat sales, the only real test of consumer satisfaction.
- Whilst price and cost-of-living pressures may at first cause branded consumers to ‘settle’ for a private label equivalent…
- …the real pay-off comes when the consumer finds that the resulting compromise was less than years of brand advertising led them to expect.
- Meaning the size of brand premium is reduced…
- …resulting in more migration from brand to own label, if the price difference is perceived to be too great.
- Market conditions have never been quite like this before…
