PLMA's World of Private Label 2027

Retailer own brands have their own dedicated international trade show in Amsterdam. PLMA's World of Private Label is organised by the Private Label Manufacturers Association, a non-profit trade body, and takes place each year at the RAI Amsterdam Convention Centre.

The halls are divided between food and non-food. Food covers fresh, frozen and chilled products, dry grocery and beverages, while non-food takes in health and beauty, household goods, housewares, pet products, DIY and leisure items. Exhibitors range from multinational groups to smaller manufacturers, and include both companies that make only private label and branded manufacturers with own-label operations. Many take space within national and regional pavilions.

The show is strictly for trade professionals. Retailers and wholesalers, the buyers PLMA most wants to attract, register free, while manufacturers, distributors and service providers can attend for a fee. Visitors come from more than 120 countries, and many are category and buying teams reviewing suppliers or looking for new products.

For manufacturers chasing own-brand contracts, the appeal is concentrated access to retail buying teams who would be hard to reach individually. Standing out is mostly about clarity and product presentation rather than scale: ranges shown as a retailer would see them on shelf, good lighting, and clear labelling of certifications and formats.