With a record number of 3,300 exhibitors, representing more than 80 countries, the World of Private Label International Trade Show in Amsterdam confirms its position as a key meeting place for the global private label industry.

Our reporters explored the Show floor to find out what's new and exciting in private label:
Judith Kolenburg tours the renewed "World of Ideas" inspiration hub and the retail trends shaping supermarket shelves, from functional beverages and indulgent snacks to beauty and wellness products.

Edgar Elzerman and Pascal Kuipers scout innovative food and non-food concepts across the show floor.
Plus, Trade Show Director Jan van Lier reflects on the event's continued growth.

Europe’s organic market is gaining momentum as retailers expand assortments and consumers prioritize health, sustainability, and plant-based products. Private label is emerging as a key growth driver, creating new opportunities for suppliers. Dennis Hvam, International Market Director at Organic Denmark, explains how Denmark’s organic model supports innovation, affordability, and retailer partnerships, while encouraging suppliers to focus on differentiation and long-term growth.

PLMA’s 2026 International Salute to Excellence Award nominees put the spotlight on bold innovation across food and non-food. Sustainability is now a given, while convenience, health, and premium quality take centre stage. Traditional products have been reimagined with a modern twist. Other trends include global influences balanced by local authenticity. Judith Kolenburg reports on the food and non-food submissions. Meanwhile, Hans Kraak highlights a shift toward value as wine consumers choose higher-quality, more distinctive options.

Artificial intelligence is rapidly reshaping European grocery retail, driving sharper forecasting, leaner operations, and more data-driven decision-making across the value chain. 

Judith Kolenburg highlights how AI improves demand planning, reduces waste, and optimises logistics, while increasing the need for stronger data alignment. 

Pascal Kuipers, meanwhile, describes a more consumer-facing shift: the rise of autonomous AI agents that compare deals and manage purchases. Yet, as convenience increases, so too does the question of trust, particularly around data use and security. 

Clear, recognizable labels help build consumer trust, according to a food label study by Simon-Kucher, a global strategy consultancy with offices in more than 30 countries. The study highlights the growing influence of food labels, claims, and certifications on consumer purchasing decisions. Alexander Bilsing, partner at the firm, shares insights from the research. Bilsing explains how health-driven claims - particularly high-protein - are emerging as key drivers of interest and differentiation in food products.

Europe's grocery market is nearing €1 trillion, with private label accounting for 38.8% or €387.4 billion, according to PLMA's 2025 International Private Label Market Report.

Created in cooperation with NielsenIQ, the report covers 17 countries. Growth is broad‐based, led by Spain, Austria and Portugal. Health Care is experiencing strong gains. Judith Kolenburg highlights private label's expanding structural role across Europe.

In other news, private label is seizing opportunities in cocoa-free chocolate innovations. Hans Kraak examines record cocoa prices, climate risks and
supply volatility.

Euro Caps' rise to global leadership in coffee capsules accelerated after
major consumer award wins in 2013 – 2014 and an early move into private label with a leading European retailer.

Nils Clement, CEO and co-founder, says the recognition validates the company's quality-first strategy. He points to bold reinvestment, entrepreneurial agility, and continuous innovation – including fibre-based, compostable capsules and matcha tea launches – as key growth drivers.

Global consumer trends for 2026 point to a desire for simpler, calmer lives, self-expression, cultural curiosity, and advanced wellness solutions. Euromonitor International's Jana Rude, Senior Global Insight Manager, and Rasa Vaičiūnienė, Consultant, Food & Nutrition, highlight how these shifts are backed by data and reshaping expectations worldwide.

Private label brands can respond by simplifying choices, offering authentic and personalized products, experimenting with global flavors, and delivering affordable, credible innovation across food, beauty, and health.

Pandemic-era 10-minute grocery delivery has largely collapsed as a standalone business. What remains is a more realistic form of express delivery, embedded in supermarket platforms and retailer apps. Judith Kolenburg reports on the latest developments in Europe. 

In other news, Hans Kraak examines how collagen is moving from a niche supplement to common ingredient in protein bars, ready-to-drink coffee, gummies and more. Kraak details how strict EU health-claim rules are guiding innovation in this fast-growing category.