The private label trade show, hosted by the Private Label Manufacturers Association (PLMA) in Chicago, showed clear strength this year, drawing steady crowds, energized exhibitors, and a confident outlook for store brands. The event, held Nov. 16-18, signaled continued growth for retailers and suppliers as interest in private label reaches new heights across the industry.
Peggy Davies, PLMA president, said the Show’s “Store Brands Marketplace” delivered opportunities on every front. She pointed to rising exhibitor turnout, broader product categories, and global representation as proof that the private label sector continues to build momentum.
The Show featured hundreds of thousands of food and nonfood items, anchored by 3,000 booths and more than 1,900 exhibitors representing 63 countries.
Check Out What’s New at the PLMA Show
Lidl CEO Outlines Strategy for Store Brand Growth
A major draw was Lidl US CEO Joel Rampoldt, whose keynote address highlighted the shift toward streamlined retail operations. He walked attendees through Lidl’s efficient model, emphasizing electronic shelf labels, shelf-ready packaging, and a curated assortment purchased in bulk.
Rampoldt pushed hard on the value of supplier partnerships and said Lidl grows by investing in those relationships. He noted that price, quality, and simplicity form the company’s foundation and highlighted that roughly 80% of Lidl’s 3,300 core items are private label.
He also explained that about 85% of Lidl’s assortment comes from North American suppliers. Rampoldt said Lidl aims to be the first choice for business partners, team members, and shoppers. Customers often visit multiple retailers, he added, but Lidl wants to win the first stop through quality, honest pricing, and a straightforward in-store experience.
Event Attendance Strengthens Industry Outlook
Attendance surpassed 14,000, bringing together retailers, exhibitors, buyers, and industry professionals from across the private label and retail sectors. The Show floor buzzed with product demonstrations, packaging debuts, and supplier meetings that stretched from opening to close.
To help attendees track emerging opportunities, PLMA highlighted five influential trends shaping tomorrow’s shelves.
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Private Label Trade Show Trends Gain Traction
Collagen-enhanced products drew heavy interest as consumers turn to skin, joint, and bone health solutions. Coffee lattes infused with bioactive collagen and compact collagen shots stood out.
Next, functional foods gained ground as shoppers focused on gut health. Probiotic smoothie cubes and ready-to-eat snacks offered convenient wellness options for busy consumers.
Sustainability also took a stronger role. Greener cleaners, including ultra-concentrated detergents for at-home dilution and compostable softener sheets, reflected a shift toward cleaner household routines.
Regeneratively farmed products continued rising. Items such as rice, cold-brew coffee, and eggs signaled growing support for soil-forward agriculture and biodiversity.
Finally, wellness patches drew attention for their convenience. Sleep, energy, immunity, and relaxation patches gave consumers targeted ways to manage daily needs.
Exhibits Showcase Innovation Across Categories
Attendees moved through PLMA’s flagship features, including the Idea Supermarket®, which showcased global packaging and product trends. The New Product Expo displayed standout innovations debuting at the Show. Meanwhile, the 2025 Salute to Excellence Award® exhibit highlighted the year’s top food and nonfood private label products, selected by industry and consumer judges.
As the private label trade show wrapped, the industry left Chicago with clear direction. Retailers want tighter assortments, suppliers want deeper collaboration, and consumers want quality without complexity — all signs that growth remains firmly on track for 2025 and beyond.