Young shoppers are health conscious. Functional items with added nutrients like electrolytes, collagen or creatine, respond to their needs. And they opt for self-tanning products to prevent exposure to unhealthy levels of sunshine, according to PLMA. How private labels connect to this and many more trends could be seen at Private Label Manufacturers Association International Council – PLMA’s 2026 World of Private Label International Trade Show on 19-20 May in Amsterdam.

The 2026 edition of the annual trade show was a testimony to the relevance of private labels to consumers and grocery retailers worldwide. “What the Paris catwalk means to global fashion design, is the PLMA trade show to fast moving consumer goods in private label. Gone are the days when branded items were the unique trendsetters in new product development and design.” The global private label community increasingly plays this role.

Exciting and innovative products at World of Ideas

PLMA’s World of Ideas, the innovation, trends and new product development section, was located at the RAI Auditorium Lounge, at the heart of the show. It was a major attraction for discovering “cutting-edge” FMCG’s at the ‘Amsterdam Private Label Catwalk’, featuring exciting and innovative products with bold flavour combinations, such as bubble tea in yoghurt, mango ice with chili sauce, and caper-flavoured potato chips. The area also included exciting showcases of popular next gen products like collagen shots, electrolyte beverages and K-beauty, confirming the agility and future thinking of the industry.

In non-food, outstanding items were on display, such as facial skin hydration with a unique combination of serum and mist, and items using post-industrial waste as a circular resource. For example, a cooking pan created from coffee waste and recycled aluminium coffee cups, with grips made from residual flows from the processing of chewing gum.

“A visit to the PLMA Trade Show helps us to maintain and expand our network and it inspires us to add even more value for shoppers”, a retailer comments.

Over two days, PLMA’s trade show delivered a world tour of private label inspiration, networking opportunities, and future business potential.

Retail Trends and New Product Expo

In the Retail Trends area, visitors discovered how retailers translate the latest trends in food and non-food into private label ranges. The health consciousness trend leads to the creation of healthy foods, eventually enriched with functional ingredients, and convenience food in smaller portion sizes.

Moving away from ultra-processed foods, there were private label items with a limited number of ingredients that were shown on pack. In non-food, personal care items stood out, like ranges of science backed skin care packed in modern and straightforward packaging.

The New Product Expo hosted some 300 food and non-food items showing new products that can be seen on the shelves in the near future. Exciting and adventurous items, like seaweed spreads with ginger, granola enriched with creatine or robotic toys for cats, LED candles remote controlled with a timer, or a portable soda maker.

“The way retailers translate trends into their private label assortments is fascinating. Together with the many new products introduced worldwide, makes the World of Ideas a truly motivating visit”, said a visitor to PLMA’s World of Ideas.

Excellence Awards

PLMA’s World of Ideas also showcased the 106 award-winning best private label products from 46 retailers from 24 countries in food and non-food. In addition, the 24 award-winning best private label wines were displayed. Here, the switch to lighter wines and sparkling wines is clearly visible. Low alcohol wines gain attention, but alcohol-free wine is still something for the future. The winners visibly targeted the needs of next gen consumers. See the list of winners.

A buoyant community

Using all halls of the RAI Amsterdam Convention Centre, the number of exhibitors at PLMA’s World of Private Label grew to a record 3,350 companies this year. It shows the increasing importance of private labels to consumers and the growing strategic relevance to retailers.

“We had a good show, with strong visitor traffic at our booth, including many retail representatives,” an exhibitor said.

“PLMA’s World of Ideas area reflects the buoyancy of the private label community which continuously caters to the ever-changing needs of consumers”, says PLMA President Peggy Davies. “Next year, we will introduce new enhancements to our format to make the PLMA International World of Private Label Trade Show even more future-proof”.

The changes to the trade show layout, designed to make this annual event even more relevant for the future, can be experienced at next year’s edition in Amsterdam. Save the dates: 25 and 26 May 2027 at the RAI Convention Centre in Amsterdam.