PLMA Trade Show to Exhibit Growth of European Store Brands

By Linda Winick

The popularity of private label products keeps growing across Europe.

Data from Nielsen shows that market share for store brands has reached all-time highs in 9 European countries, and for the first time stands at 30 percent or above in 15 of the 20 countries tracked for the Private Label Manufacturers Association (PLMA). Statistics in its 2017 International Private Label Yearbook reveal that private label’s market share reached all-time highs in Germany, Italy, The Netherlands, Belgium, Poland, Austria, Sweden, Norway and Denmark.

Brian Sharoff, President of PLMA, said, “This continues a long-term trend, which shows that private label’s success isn’t tied to economic cycles, but reflects the growing confidence shoppers have in retailer brands.”

Part of that confidence is evident as more shoppers buy private label wine at their supermarkets and hypermarkets. Wine sales in supermarkets, hypermarkets and discounters in Europe have climbed to over 90 billion euros. In markets like France, Germany, Spain and the UK, it represents 60 percent or more of all wines purchased.

Retailers’ private label wines have been gaining momentum and now has morphed into a sophisticated assortment of reds, whites, roses and sparkling wines at almost every major retailer. Aldi and Lidl have supercharged the category by offering award-winning quality at low, discounter- prices.

These trends and others will be among the conversations May 29-30 at PLMA’s 2018 “World of Private Label” International Trade Show at the RAI Exhibition Centre in Amsterdam. More than 14,000 buyers and visitors from more than 110 countries are expected to attend.

This year’s "World of Private Label" will be bigger than ever, reflecting the growth of retailer brands across Europe and beyond.

There will be more than 2,500 exhibiting companies on the show floor, from more than 70 countries. The total net exhibition surface at the RAI will be 41,500 sqm – a four percent increase over last year. More than 60 national and regional pavilions will be presenting their products, with new pavilions from Thailand, Brazil, Peru, Slovakia and Belarus.

A highlight of this year’s event is the keynote seminar presentation by Justin King, who served as CEO of Sainsbury’s for ten years and held senior management positions at Marks & Spencer and ASDA. In another seminar presentation, Tom Pennincks, Client Business Partner at The Nielsen Company, will examine the latest market share data for private label in Europe.

Admission to the seminars is complimentary to all registered visitors and exhibitors. The seminars will be presented in the Forum room at the RAI Exhibition Centre on Monday, 28 May from 2 to 4 pm.

The exhibition area covers 14 exhibit halls in the RAI, divided over three main complexes. RAI’s Europa Complex is devoted to food products, the Holland Complex has exhibitors displaying non-food products, while Park Complex presents both food and non-food products. Products on display on the show floor include fresh, frozen and refrigerated foods, dry grocery, and beverages as well as non-food categories, including cosmetics, health and beauty, household and kitchen, auto aftercare, garden, and housewares & DIY.

A special attraction is PLMA’s Idea Supermarket, where visitors can see displays of the products that won PLMA’s 2018 International Salute to Excellence Awards for innovation and quality in private label. Trade show visitors can see private label ranges from more than 60 retailers around the world displayed on gondolas at the Idea Supermarket.

The high quality of private label wines will be in the spotlight in 2018 when PLMA’s International Salute to Excellence Wine Awards takes place in Amsterdam.

Two panels of industry experts including Masters of Wine, sommeliers, wine professionals and journalists will convene in Amsterdam in April to evaluate the wines one-by-one. Wines will be judged on the basis of traditional criteria such as color, nose and taste. Wines selected for the judging were either submitted by retailers or purchased off the shelves at stores. At PLMA’s 2017 Salute to Excellence Wine Awards there were 48 Award winning wines from 13 countries covering 22 red and white categories.

“The trend toward private label wines is extremely strong,” said PLMA’s Sharoff. “Retailers like Tesco, Carrefour, Aldi and Lidl have set a high standard of award-winning quality at low prices. And the public is responding. The penetration of private label wines around the world has climbed rapidly in recent years and with e-commerce growing, the trend is additional expansion.”

For more information about private label wine, the trade show, or to arrange an interview with  Sharoff, contact Leonique White, Manager Trade Show Development, PLMA International Council, at telephone: +31 20 5753032 or email:

                                                                           March 2018
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