The private label landscape is experiencing a fundamental transformation, moving away from traditional price-focused strategies toward value-driven innovation. This shift was particularly evident at PLMA's 2025 International World of Private Label Trade Show in Amsterdam, where industry leaders demonstrated that successful private labels increasingly compete on creativity and surprise rather than cost alone.

The Scale of Global Private Label Growth

The Amsterdam exhibition attracted over 30,000 visitors from more than 125 countries, featuring 3,160 exhibiting companies from 75 countries across a 45,000 square meter show floor. This scale reflects the growing significance of private label manufacturing in the global food industry, with continuous growth in exhibitor numbers reflecting deepening collaboration between retailers and manufacturers.

This expansion signals significant opportunities for manufacturers who can adapt their production capabilities to meet evolving retailer demands for distinctive, value-added products.

Innovation Over Price Competition

The most significant trend emerging from PLMA 2025 was the industry's strategic pivot toward innovation-led differentiation. Rather than competing solely on price, successful private label manufacturers are developing products that exceed consumer expectations through novel formats, functional benefits and experiential elements.

Examples showcased at the exhibition included solid balsamic vinegar balls for grating, plant-based organic cottage cheese, and trendy cosmetic glow serums – products that demonstrate how manufacturers are rethinking traditional categories through creative reformulation and presentation.

Health-Conscious and Functional Product Development

The exhibition highlighted significant demand for health-focused private label products, with key trends including protein-enhanced formulations, organic variants, plant-based alternatives and products designed for specific dietary requirements. Manufacturers are integrating whole-grain, gluten-free and low-sugar options to accommodate diverse dietary needs.

Bakery manufacturers can capitalise on opportunities for reformulated products using alternative flours, reduced sugar formulations and protein supplementation. The New Product Expo featured nearly 400 innovations, including functional foods like A2 milk products and plant-based alternatives that demonstrate consumer willingness to pay premium prices for perceived health benefits.

Asian-Inspired Product Innovation

A notable trend observed at PLMA 2025 was the incorporation of Asian flavors and formats into European private label portfolios. Products such as onigiri soy wraps in various colors and mushroom camembert demonstrate how manufacturers are adapting global culinary trends for local markets.

This represents a significant opportunity for industrial bakers to develop fusion products that combine traditional European baking techniques with Asian-inspired flavors and presentation formats. Consumer demand for new flavors, bold colors, and increased textures reflects their search for new experiences, with 67% wanting snacks that are fun to eat.

Sustainability and Premium Positioning

Environmental considerations continue to influence private label development strategies. The exhibition showcased numerous innovations in sustainable packaging solutions and environmentally conscious production methods. Natural alternatives to synthetic dyes have become particularly important as artificial color bans loom, creating opportunities for plant-based coloring options.

Premium positioning through sustainable practices allows manufacturers to command higher margins while meeting retailer sustainability commitments. This approach aligns with consumer expectations for environmentally responsible products without compromising on quality or visual appeal.

Strategic Implications for European Bakers

PLMA President Peggy Davies emphasized the collaborative nature of successful private label development:

"It's encouraging to witness the energy and inspiration shared between retailers and manufacturers as they continue to shape a dynamic private brand community. These companies are clearly future-ready, serving consumers who are not only price-conscious but increasingly focused on finding real value."

For industrial bakers across Europe, this evolution requires strategic adjustments in product development approaches, production capabilities and market positioning. Success in the modern private label market demands investment in innovation capabilities, flexible manufacturing systems, and deep understanding of evolving consumer preferences.

Looking Forward

The private label sector's continued growth trajectory indicates sustained opportunities for manufacturers who can balance innovation with operational efficiency. The deepening collaboration between retailers and manufacturers drives innovation that surprises and delights consumers, suggesting that successful partnerships will increasingly focus on co-development of distinctive products rather than simple supply relationships.

The next PLMA International World of Private Label Trade Show is scheduled for May 19-20, 2026, at the RAI Convention Centre in Amsterdam, providing the industry another opportunity to showcase evolving trends and forge strategic partnerships.

The evidence from PLMA 2025 demonstrates that private label success increasingly depends on manufacturers' ability to deliver unexpected value through product innovation, functional benefits and experiential elements that extend beyond traditional price competition. For European industrial bakers, this represents both challenge and opportunity in an evolving marketplace that rewards creativity and consumer insight over cost minimization alone.