For bakeries focusing on the private label sector, PLMA is an important source of inspiration and innovation. Reflecting the evolving trends shaping today’s private label market, the Idea Supermarket at PLMA’s World of Private Label has been reimagined as PLMA’s World of Ideas.
The new concept, PLMA’s World of Ideas, not only brings a new look and a new location, but, with the new name, the area also emphasizes its global character as the hub where new ideas in private label come to life, the organizers anticipate. It will be located in the RAI Auditorium Lounge at the heart of the show.
From leading product innovations presented by exhibitors to products launched in retail stores around the globe, including award-winning private label products, visitors can explore the full spectrum of private label development, including stand-out concepts in bakery and snacks.
Within this innovation and trend development context, the New Product Expo area offers a glimpse into what lies ahead, with nearly 300 products new to private label and offered by exhibitors. Interesting product developments include the growing presence of trendy matcha, for instance. Once considered a niche ingredient, matcha now appears across a wide range of categories, from yoghurts, sweets, beverages, and snacks to beauty and personal care products.
For food products, rising trends include convenience foods and ready meals, with strong traction for organic, vegan, gluten-free, and lactose-free products, the exhibition’s organizers highlight. Some 30% of the show floor is dedicated to exhibitors of organic, vegan and plant-based products, reflecting the shift towards a more sustainable food approach. “Consumers are increasingly seeking products that are ethical, healthy, and environmentally conscious, with plant-based and organic choices highlighting the broader benefits of healthy, sustainable eating,” PLMA notes. Visitors will find these trends illustrated through specific organic and plant-based pavilions, such as those organized by Food from Denmark, Consorzio Il Biologico from Italy, and PIZE, the Polish Chamber of Organic Food (in addition to other exhibitor offerings).
“Witnessing the ongoing growth of international participation and the shared desire for a more dynamic focus, PLMA wants to emphasize the area’s global character and establish it as the show’s center for private label innovation. I believe the name World of Ideas captures it perfectly,” stated Jan van Lier, Managing Director Trade Shows at PLMA International Council.
PLMA’s World of Private Label International Trade Show will take place from May 19 to 20 at the RAI Amsterdam Convention Center, with pre-show seminars on the day before the show starts. This year, more than 32,000 trade professionals from 125 countries and over 3,200 exhibiting companies across food and non-food categories are expected to attend.
Private label is essential
Almost all consumers (96%) say that private label is essential in today’s shopping basket, according to research from Simon Kucher, a consultancy focused on pricing and top-line growth. “92% of shoppers think private label of equal quality than branded and 83% consider private label equally sustainable”, said Alexander Bilsing, partner at Simon Kucher, during a presentation in March 2026 at PLMA’s Executive Education Program. “For basic items, 88% buys at least regularly private labels. For higher value products, this is 68% and, even for exquisite products, a majority of 52% of shoppers choose at least regularly a private label item.” For food, most people primarily look to buy private labels in a variety of products, including breakfast and bakery products, Markus Goller highlights.