Understanding your customer on an emotional level

Too many marketing decisions are still driven by what the company likes or wants—rather than by what its customer actually values. While many organisations proudly claim to be customer-centric, the reality often tells a different story. In marketing and sales, this disconnect can be a costly business mistake.

Ask a consumer why they buy a particular product and you are unlikely to get a reliable answer. Often, people simply don’t know—or they rationalise their choice after the fact. In truth, purchasing decisions are largely driven by emotion. This is where effective marketing and sales succeed: by understanding and triggering the emotions that influence consumer choice.

Store design, product layout, colours, fonts, language and messaging all play a role in shaping emotional responses. When used well, these elements attract customers and build preference. Crucially, this applies not only to end consumers, but also to B2B customers. The same emotional drivers are at work, and the same marketing and sales tools can be applied.

However, not all customers are the same.

That is why Buylogic has developed a customer segmentation model designed specifically for marketing professionals. Unlike traditional segmentation approaches based on demographics such as age, gender, income or geography, this model is rooted in psychology, market and empirical research, communication theory and neuroscience. It focuses on what truly motivates customers to buy at an emotional level—whether they are consumers or B2B decision-makers.

On 25 March, from 12:30 to 13:30 CET, Sanne Dollerup of Buylogic will host an online webinar exploring emotional customer segmentation and the emotional drivers behind purchasing decisions.

The session is part of PLMA’s Lunch & Learn series and is free for PLMA members and retailers. To request a registration link, click here.

PLMA in the US presents: Euromonitor International Top Global Consumer Trends 2026 Thursday, 29 January 2026, 18:30 CET

Carmen Silva presents Euromonitor International’s key global consumer trends for 2026, outlining how shifting values are reshaping behaviour and driving disruption across markets.

Comfort Zone

Personal protection and emotional security are replacing traditional escapism. Consumers seek calmer, value-led lives in response to ongoing uncertainty. Businesses should support wellbeing through solutions that offer reassurance, control and simplicity.

Fiercely Unfiltered

Authenticity and radical self-expression are gaining momentum. Consumers are rejecting uniformity in favour of individuality and honesty. Brands must move beyond standardised approaches and demonstrate genuine understanding of diverse identities.

Rewired Wellness

Wellness is becoming more clinical and technology driven. Consumers are adopting advanced, science-led solutions over conventional routines. Brands are expected to act as partners, supporting personalised and data-led health journeys.

Next Asian Wave

East Asian influence continues to expand globally, combining innovation, affordability and seamless digital experiences. Companies should track these developments closely and adopt agile, tech-enabled models that deliver speed and convenience.

Carmen Silva is Senior Consultant at Euromonitor International; she leads beauty and fashion research across Latin America. An economist by training, she specialises in beauty and consumer health, combining qualitative insight with econometric forecasting to assess consumption trends and market dynamics across industries.

For more information on the webinar, contact: education@plma.nl

Enhance your Private Label Expertise with PLMA’s Online Executive Education Programme

PLMA’s Online Executive Education Programme 2026, 4–5 March, offers executives a concise yet powerful update on the fast-evolving private label landscape. Across two focused morning sessions, leading industry experts will explore the trends, strategies and skills shaping private brand success.

Highlights include insights into global retail trends, private label strategy, sourcing developments, innovation in grocery, shopper behaviour, and the latest packaging design advances. Speakers include Ray Gaul (Retail Cities), Jens Sievert (Daymon), Marijn Overvest (Procurement Tactics), Alexander Bilsing (Simon Kucher), Food by Design, and an interview with former Walmart Vice-President Arjan Both. The programme is moderated by Edgar Elzerman of Elzerman Consulting.

 

For more programme details, click here.

2026 International PLMA Salute to Excellence Awards

Nominations are open for the 2026 International PLMA Salute to Excellence Awards, honouring the very best private label products launched in the past year. Retailers can now showcase their company’s innovation, quality, and creativity across food, health and beauty, and household categories. 

In addition, this year, the popular biennial Private Label Wine Awards will take place. For retailers, this is a great opportunity to have their wines blindly evaluated by top wine professionals, like Masters of Wine and Sommeliers, who will then select the finest private label wines for Best Quality and Best Value.

To nominate the top private label products that you introduced in your stores in the past year, contact PLMASalute@plma.nl.

Discover the Future of Private Label – Join our free Lunch & Learn Webinar Wednesday, 26 November | 12:30–13:30 CET

Are you ready to explore the next chapter in private label growth and innovation? Join PLMA’s Lunch & Learn webinar, a one-hour online session designed especially for private label manufacturers, retailers, and wholesalers across Europe who want to stay ahead of the curve.

This session, "The rise of Private Label: How retailers are redefining value and innovation," will be led by Sneha Haria and Stephanie Leung from IGD, who will share exclusive insights from their newly released Trends 2025 report.

Gain a first-hand look at:

  • The latest global and regional private label trends shaping the market in 2025 and beyond
  • How retailers are transforming value and innovation to meet evolving consumer expectations
  • The growth opportunities and challenges facing European manufacturers and retailers
  • Key strategies to navigate change and strengthen your competitive edge

Set within the wider retail landscape, this session will provide practical knowledge and strategic inspiration to help your business thrive in a rapidly changing market.

Free for PLMA members, retailers and wholesalers.

Secure your place now and make the most of your lunch hour by investing in your future success. Click here to request a registration link!

LUNCH & LEARN WEBINAR, 26 NOVEMBER

PLMA’s online Lunch & Learn programme is designed for private label manufacturers, retailers and wholesalers who want to expand their knowledge of the private label business. PLMA organises several sessions a year, each focusing on emerging industry topics and trends.

The next session is "The rise of Private Label: How retailers are redefining value and innovation," to be held Wednesday 26 November from 12:30 to 13:30 CET with Sneha Haria and Stephanie Leung of IGD.

Harian and Leung will share insights into its recently published trends 2025. It explores the current global private label landscape, answering key questions around its importance, areas of growth and decline, and the macro forces shaping its future. It highlights both short-term global trends and their regional visibility, while uncovering the opportunities and challenges they create for retailers and suppliers. Set against the wider retail environment, the insights are designed to help businesses navigate change and unlock new potential in private label.

Participation in PLMA's Lunch & Learn Speaker Series is free for PLMA members, retailers and wholesalers. To request a registration link, click here.

Discover What’s Next for Private Label at PLMA's Private Label Summit Copenhagen | 28–29 October

Private labels are no longer the alternative — they’re the growth engine of modern retail. As private brands continue to capture market share across Europe and beyond, the PLMA Annual Private Label Summit will bring together FMCG leaders, manufacturers, and retailers to tackle the question shaping the future of our industry:

What does today’s consumer really want — and how can private brands deliver?

Taking place in Copenhagen on 28–29 October, this year’s Summit promises two days of insight, innovation, and inspiration designed to help you stay ahead in an increasingly competitive marketplace.

What to Expect

Kantar: Accelerating agility: Winning the heart of the ever-changing customer

Learn how leading companies are using AI and customer data to anticipate emerging trends, protect margins, and strengthen shopper engagement in a rapidly evolving retail landscape.

Institut for Kundetyper: Understanding the Emotional Consumer

Gain a deeper understanding of emotional drivers and unconscious purchasing behaviour. This academic yet practical session will reveal how brands can connect with consumers’ underlying motivations and build lasting loyalty.

Dunnhumby: Lessons from Tesco’s Loyalty Experts

Discover real-world case studies from the customer data science pioneers behind Tesco’s loyalty strategy. See how private brands are leveraging insight-led strategies to boost engagement and resilience in challenging economic conditions.

Simon-Kucher: Changing dynamics of consumer behaviour that drives the development of Private Label share

Explore how a shift from operational to commercial excellence—through pricing strategy, perceived value, and consumer understanding—can fuel private label growth and profitability.

United Nordic: The Power of Cross-Border Collaboration

Learn from the Nordic region’s leading buying alliance on how a collaborative private label strategy can streamline operations, enhance sustainability, and open up new market opportunities across borders.

Agristo: Innovation Through a Consumer-First Mindset

Hear the success story of Agristo, a 100% private label supplier, and how its company-wide, consumer-centric approach has driven innovation and forged long-term retailer partnerships.

See Private Label Innovation in Action

The Summit opens on 28 October with a market presentation by Euromonitor, showcasing the latest retail trends and opportunities across Scandinavia. Delegates will also take part in exclusive store visits to Denmark’s leading supermarkets and discounters — offering firsthand insight into what’s driving private label success on the ground.

Join Europe’s Private Label Leaders

Don’t miss this opportunity to connect with senior retailers, manufacturers, and thought leaders shaping the future of private brands.

Spaces are limited — secure your place today and be part of the conversation that’s defining the next era of FMCG growth.

Request a registration link here.

Rampoldt, CEO of Lidl US, to Keynote PLMA's 2025 Chicago Trade Show

Joel Rampoldt, CEO of Lidl US, a discounter well-known for its focus on private label, minimalist layout and curated product selection that emphasizes essentials and popular items that contribute to budget-friendly shopping, will deliver the keynote speech at PLMA's 2025 Private Label Trade Show, on 16-18 November in Chicago. 

A business leader with an exceptional track record in large-scale retail transformations, Rampoldt has widely recognized expertise in building teams and helping them tackle complex problems in customer offer, marketing, supply chain and financial management.

“I’m honoured to get the chance to speak to our suppliers at this year’s PLMA Trade Show,” said Rampoldt. “Here at Lidl US, we value our relationships with our suppliers tremendously and we’re excited to grow with them as we expand in the US.” In his keynote, he will share insights into the retailer mindset and how the US private label industry can come together to make the most of this historic moment.

Rampoldt joined Lidl US as CEO in 2023. He was previously a Partner and Managing Director at AlixPartners, where he specialized in improving sales and profitability for retail clients through strategies focused on pricing, promotions, and operational efficiency. 

"We are extremely pleased to welcome Joel as our keynote speaker. He is an accomplished and influential retail industry executive who leads a chain that is clearly a growing force in the US market, much as it is in Europe," said PLMA President Peggy Davies.

Rampoldt follows other retail chiefs who have served as principal speaker at recent PLMA events, including Jack Sinclair, CEO, Sprouts Farmers Market; Dave Rinaldo, President at ALDI; and John Ross, President and CEO, IGA.

Lidl US, established in 2015, is headquartered in Arlington, VA., and operates more than 190 stores on the East Coast of the US. About 80% of its award-winning products are private label, all of which undergo rigorous taste, quality and sensory testing.

Rampoldt will speak at the keynote breakfast on Monday, November 17, at the Hyatt Regency O'Hare, which is adjacent to the Donald E. Stephens Convention Center, site of PLMA’s Show. Themed "Store Brands Marketplace," the event will feature some 35,000 food and nonfood products, 3,100 booths, and 2,000 exhibitors representing 65 countries.

To visit the Chicago trade show, click here.

PLMA Summit, Copenhagen, 28-29 October

As private labels continue to gain market share across Europe and beyond, this year’s PLMA Annual Private Label Summit will focus on one crucial question: What does today’s consumer want — and how can private brands deliver? The Summit will take place in Copenhagen from 28-29 October.

Kantar will keynote on how companies are using AI and customer data to anticipate trends, protect margins, and engage consumers in a fast-changing retail environment.

Institut for Kundetyper will offer a unique perspective on emotional drivers in consumer behaviour using academic tools to map unconscious purchasing habits, helping brands align with the latent desires of their audience.

Dunnhumby, the customer data science firm behind Tesco’s loyalty strategy, will present real-world case studies on how private brands are boosting customer engagement and resilience in uncertain economic times.

Simon-Kucher & Partners will address the shift from operational to commercial excellence, with insights into how pricing strategy, perceived value, and customer understanding can drive growth in private labels.

United Nordic, the Nordic region’s leading buying alliance, will demonstrate the benefits of a cross-border private label strategy, showing how cooperation can streamline operations and sustainability efforts.

Agristo, a 100% private label supplier, will share their success story, revealing how a company-wide, consumer-first mindset furthers innovation and builds long-term partnerships with retailers.

The Summit begins on the 28th with a market presentation by Euromonitor, highlighting trends and opportunities in the Scandinavian retail landscape, followed by in-store visits to leading Danish supermarkets and discounters offering real-life inspiration and strategic context for private label professionals.

For detailed information and registration, click here.

‘Surprise’ an important ingredient in today’s private labels

In May, the entire RAI Exhibition complex, 45,000 m2 show floor, was devoted to PLMA’s “World of Private Label” international trade show. More than 30,000 visitors immersed themselves in the overwhelming offerings of private labels of thousands of own brand producers. The show lived up to its reputation as a leading global event welcoming trade professionals from all over the world. 

The show revealed that private labels increasingly develop into private brands whose strategic relevance is growing year over year. By focusing on surprise instead of price, chains can provide their customers with products that deliver greater value and differentiation.

“It is 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 well-attended event in Amsterdam.”