June 27, 2022


Today PLMA’s 2022 “World of Private Label” International Trade Show opens at RAI Exhibition Centre in Amsterdam

AMSTERDAM, 31 May – The world’s largest private label exhibition opens today at the RAI Exhibition Centre in Amsterdam.  PLMA’s “World of Private Label” International Trade Show is back in full force, with more than 14.000 buyers and visitors from 120 countries attending the two-day event.

On Monday 30 May, a pre-show seminar programme opened with the announcement of the winners of PLMA’s 2022 International “Salute to Excellence” Awards, which recognise innovation and quality in private label.  More than 500 food, wine and non-food products from 55 retailers in 20 countries were considered for Awards.

Also at the seminar, Judith Kolenburg, Managing Editor,, presented highlights of PLMA’s new international survey on the post-pandemic consumer, Will Europeans Ever Shop the Same?; Sebastiaan Buchholtz, Senior Analytical Consultant, NielsenIQ, provided an overview of private label trends and market shares in Europe; and Francois Videlaine and Sebastian Gatzer, Partners at McKinsey & Company, presented a comprehensive view on European grocery retail in 2022 and beyond.
On the trade show floor there are 2500 exhibiting companies from over 70 countries including 60 national and regional pavilions.  The exhibition area covers nearly 42,000m2 and 15 exhibit halls in RAI Centre.
Products on display on the show floor include fresh, frozen and refrigerated foods, dry grocery, and beverages as well as non-food categories, including cosmetics, health and beauty, household and kitchen, auto aftercare, garden, and housewares and DIY.

A special attraction is PLMA’s “Idea Supermarket” area, where attendees can see displays of the private label products selected as winners of this year’s International “Salute to Excellence Awards”.  The Idea Supermarket also displays private label products that exemplify important consumer trends from retailers in Europe, United States and Asia. At the same area, more products, as submitted by exhibitors, can be seen at The New Product Expo, displaying more than 600 new private label products and packaging selected for their innovation and originality.

The theme of this year’s Show is Connect. Source. Grow. explains Peggy Davies, President of PLMA, “Business is all about connections, and private label is no different. With connections, manufacturers can operate their companies and present their private label offers. With the offerings from exhibitors, retailers and wholesalers can source for products for their private label ranges. With connections, manufacturers, retailers, and wholesalers can grow.”

PLMA Announces 2022 International “Salute to Excellence Awards” Winners

AMSTERDAM – 30 May 2022 – Sustainable products dominated the list of retailers that won a 2022 International “Salute to Excellence” Award from PLMA for innovation and quality in private label food, wine and non-food.

“The large number of sustainable and environmentally friendly products demonstrate the commitment of retailers to a greener planet,” said Peggy Davies, president of the Private Label Manufacturers Association.

The 78 award-winning food and non-food products were selected by international panels of judges, including former retailers, chefs, nutritionists and journalists.

Nearly 450 products introduced in the past year by 51 retailers in 20 countries were submitted for consideration.

Along with sustainability, other trends include:

  •  Focus on a safer and healthier lifestyle that responds to the consumer’s wish to “Keep me and my family safe and healthy in the future”.
  • High quality Plant-based foods
  • Foods from local farmers
  • Indulgent desserts
  • New flavours like muesli popcorn salted caramel and fermented black garlic.

Of the 78 awards, 27 awards went to retailers in Germany (14) and Italy (13). France and The Netherlands each won eight awards. The other 35 awards were divided between retailers from Ireland, Scandinavia, Iberian Peninsula, Turkey, South Africa and China.

German drugstore chain Dirk Rossmann received the most awards of any retailer, with seven awards for its innovation in food and non-food. It was followed by Monoprix from France, Aldi from The Netherlands, Musgrave Retail Partners from Ireland and Woolworths from South Africa all walked away with five awards each. MD Stores in Italy, EROSKI in Spain, Globus Markthallen in Germany and Carrefour in Turkey were honoured with four awards each.

In the Food category, winning products included Axfood’s Garant Pasta Sauce with Grana Padano and Lemon; EROSKI’s Fresh Gourmet Salad with fresh compartments; Monoprix’s Gourmet Foie Gras de Canard; Modelo Continente Hipermercados’s Continente Bio Raspberry Kombucha; Aldi Netherlands Schultenbräu IPA beer; and Rema 1000 Denmark crooked mini Spring Rolls with vegetables.

In the Non-Food category, winning products included Dirk Rossmann’s Eco Freude refill cleaning concentrates; Monoprix’s Washable and Reusable Double-Sided Make-up Remover Pads; A.S. Watson Benelux Kruidvat Natures Conditioner Solid Bar; Auchan organic and natural children’s toothpaste and Woolworths Earth Friendly Coco Scrubber.

International “Salute to Excellence Wine Awards”
In addition to food and non-food, the International Salute to Excellence Awards featured private label wines. More than 80 wines from 13 retailers in seven countries were considered. Wines were judged by varietal, style, and appellation for best quality and best value in 16 categories. A special mention was awarded for innovative packaging.

The judges included a Master of Wine, sommeliers, wine writers and retail industry professionals.

Dutch retailers earned 18 wine awards in total. Italy and Spain ranked second with five awards each; and Portugal was recognized three times. Denmark, which participated in the competition for the first time, earned a “best quality” award in French & German Reds for Dagrofa’s La Croix Jocas 6.0 Ventoux A.O.P. 2016.

Among the winners:

  •  Aldi from the Netherlands won an award for Best Value in the Verdejo category for its Valdechimoza Rueda D.O. Verdejo 2021.
  • Metro from Germany was awarded Best Quality in the Rosé category for its Casalina di Siziano Nero d’Avola Rosato Sicilia D.O.C. 2021.
  • Despar from Italy ranked first in Best Quality in Organic Wines for its Conte del Doss Franciacorta D.O.C. Pas Dosé Biologico.
  • Albert Heijn from the Netherlands was recognized for Best Quality and Best Value in the “No or Low-Alcohol” category for its Free Feather Alcoholvrij Chardonnay.
  • An innovative packaging award was awarded to Hema from The Netherlands for its Positive Rosé Wine Umbria I.G.T. 2021 & Positive White Wine Umbria I.G.T. 2021.

“I congratulate all the retailers that participated in this year’s award programme,” said Davies. “These awards prove that private label is leading the retail industry and giving shoppers the high-quality, high-value and great-tasting products they want.”

PLMA’s International “Salute to Excellence” Awards were established in 2014. For the full list of winners and to download photos, visit

“Will Europeans ever shop the same?” PLMA’s latest Consumer Survey presented at 2022 “World of Private Label” pre-show seminars

The new International Consumer Survey, conducted by SurveyLab exclusively for PLMA, will focus on the post-pandemic grocery shopping behaviour.

Amsterdam – The importance and growing popularity of private label is at the forefront at PLMA’s 2022 “World of Private Label” International Trade show, which will take place on 31 May and 1 June at the RAI Exhibition Centre in Amsterdam.

On Monday 30 May at the Forum Centre of the RAI Exhibition Centre PLMA’s 2022 International Salute to Excellence Awards will be revealed.  The awards honour retailers for excellence in products and packaging, introduced within the past year, in private label wine, food and non-food products and packaging.

The seminar programme is open to all registered visitors and exhibitors. PLMA will reveal the results of a recent consumer survey conducted exclusively for PLMA by SurveyLab. 6450 consumers from 8 countries including United Kingdom, France, Germany, Spain, Italy, Poland, Sweden and The Netherlands were asked about their buying behaviour, before and after the pandemic. The outcome provides insight in shopping activities and attitude towards brands and products, which may contribute to new insight for manufacturers and retailers alike as they focus on private label strategic development.

Tom Penninckx, Client Business Partner at NielsenIQ, will give an overview of the latest country-by-country market share data and trends of the past year. A presentation on “State of Grocery in Europe: Navigating the Market Headwinds”, with new insights and perspectives that will likely shape European grocery retail in 2022 and beyond, will be given by Francois Videlaine and Sebastian Gatzer, Partners at McKinsey & Company.

On the show floor, nearly 2500 exhibitors from 70 countries will display their latest and innovative private label products.  More than 40% of exhibitors offer products with a sustainable claim whether in packaging material, ingredients or sourcing. In addition, more than 30% of exhibitors offer private label products with a free from claim and/or special dietary needs and lifestyles e.g. gluten free and lactose free, kosher, halal, no sugar, vegetarian and vegan. The show is fully set to reflect this year’s theme “Connect. Grow. Source.”

A special attraction within the show is PLMA’s Idea Supermarket, where visitors and exhibitors can see the product ranges of more than 60 retailers from around the world, as well as the winning products of PLMA’s 2022 International Salute to Excellence Awards. The Idea Supermarket also accommodates PLMA’s New Product Expo, displaying more than 600 new products presented by exhibitors for the first time.

For more information about PLMA’s 2022  “World of Private Label” International Trade Show, or to arrange an interview with Peggy Davies, President of PLMA, contact PLMA International Council, at telephone: +31 20 5753032 or email:

PLMA, the primary HUB for the private label industry, hosts sustainability roundtable; creates business opportunities with upcoming trade shows

•    PLMA’s Online Roundtable Conference:  The Path Forward for Sustainability

Amsterdam, March 2022 – Retailers and suppliers agree on the fact that sustainability is no longer a choice, but a must, according to participants at PLMA’s Online Roundtable Conference, held on February 23 and 24.

“PLMA’s annual Roundtable Conference always covers important topics for the private label industry and right now sustainability is on top of the list of all stakeholders. The two-day conference proved that a sustainable strategy is an absolute necessity for manufacturers and retailers,” said Melanie Paijmans, Director International Council – Programmes at PLMA.

According to a closing panel of experts, the expectations for the future are that for retailers and suppliers to adopt the move towards a better world, training, incentives and clear KPI’s are eminent. More openness and collaboration between decision-makers can accelerate finding sustainable solutions. In addition, stronger legislation will speed up the sustainability process, retailers will need to take the lead, innovate and differentiate and, last but not least, inspire and educate consumers.

What became clear is that consumers want to do good, but they do not always know how. As a result, better information on packaging and storytelling for consumers will facilitate making more conscious choices.

•    Coming Up: PLMA Global Online Trade Show, 28-31 March

PLMA Global and PLMA’s “World of Private Label” trade shows are coming up in the months ahead.

Starting with PLMA Global online trade show on 28 March, PLMA offers four days of unlimited online exploring of trusted suppliers of private label products in food and non-food. Whether you are from Europe, Asia or the Americas and facing different time zones, the platform is designed to accommodate all parts of the world. The unique platform supports efficient appointment scheduling, product demos, screen sharing, messaging and direct and secure group video connections among private label manufacturers and buyers worldwide.  In addition, PLMA offers a broad online programme of interesting topics like Metaverse, Digital Consumers, Rise of Discounters in Europe, along with interviews with retailers from USA and more.

“During these four days in March, PLMA Global will become THE digital hub for the private label industry. It offers a great combination of business and intelligence” said Peggy Davies, president of PLMA.

Buyers and exhibitors will be able to meet live online 24/7 during the event and the platform will remain open until PLMA’s in-person “World of Private Label” trade show in Amsterdam on 31 May and 1 June. During that period, all connectivity tools, including video call and appointment scheduling, remain active, allowing for post-show access.

•    Next: PLMA’s “World of Private Label” In-Person Trade Show, 31 May-1 June in Amsterdam

PLMA’s “World of Private Label” international trade show will be held in-person in Amsterdam May 31-June1 at the RAI Exhibition Center. It will feature more than 2.500 exhibitors of food and beverages, health and beauty items, household products, and housewares and DIY items. It is the perfect occasion for an in-person follow-up with contacts made during PLMA Global.

“The industry looks forward to the dynamics of a live trade show, the buzz of doing business, touching, testing and tasting products, walking aisles, searching for new products and innovation, making new contacts and strengthening existing relationships,” said Davies.

The trade show floor reflects the latest consumer trends in view of health and sustainable choices, including environmentally friendly products, fair trade, free-from, vegan, vegetarian, organic and special dietary needs.

Inside the “Idea Supermarket,” a big attraction at the show, are displays of new and inspiring private label ranges that have been launched in the last year. The “Idea Supermarket” showcases more than 60 retailers worldwide, as well as more than 500 new and innovative products offered by this year’s exhibitors. In addition, the winning products of PLMA’s 2022 International “Salute to Excellence Awards” will be displayed in the same area. These awards honour retailers for their commitment to their private label programme, and innovation and quality in private label.

One day prior to the opening of the trade show, PLMA will hold a seminar programme at the Forum Centre at the RAI. There will be live presentations by industry experts as well as the announcement of the winners of the 2022 International “Salute to Excellence Awards.”

“This is the place to be for the industry,” said Davies.

PLMA’s online Roundtable Conference, 23-24 February 2022 – Private Label and the Power of Sustainability

AMSTERDAM – 8 February 2022 – This year’s Online Roundtable Conference will examine the challenges, the drivers and the opportunities that retailers and manufacturers face in creating a sustainable business as it touches every aspect of the companies’ operations. From sourcing, product composition and transport, to processing, packaging, waste management and store and warehouse design.

In two morning sessions we will look at the drivers and barriers of making sustainable choices. What is the role of the consumer? How can companies turn the cost of change into future success?

Boris Planer, Head of Consumer and Market Insight at consumer trend forecaster WGSN, will give insights in Consumer Attitudes toward Sustainable Purchasing. Kevin Vyse, Head of Technical at flexible packaging company ProAmpac, has over 35 years of experience in packaging and held previous senior positions at Marks & Spencer and Tesco. Kevin will hold a motivational presentation on Net Zero and the Circular Route to better packaging.

Maria Gustavsson and Emelie Hansson of the leading Swedish retailer ICA will present a case study on how sustainability is applied in ICA’s private label innovation and in the overall strategy of the company. Under the theme of The Purpose of Sustainability, Marjan de Bock-Smit, Co-CEO, ImpactBuying bv, an expert on sustainability, will show the importance of a holistic approach of a sustainability strategy in retailing and manufacturing and how partnerships and transparency will create better profit in the presentation “The opportunities of Sustainable products”.

Participants will also get a radical and thought provoking view of the future and how the global technological landscapes constantly creates “never normals”  by futurist and renowned keynote speaker Peter Hinssen. Lebensmittel Zeitung editor Denise Klug will give an overview of today’s drastically changed European online retail landscape.

In conclusion, a panel of industry experts will wrap up the programme with a discussion on the Power of Sustainability in private label. The panel will share their expert views and give key takeaways of the two conference days.

PLMA’s 2022 online Roundtable Conference offers an ambitious agenda of topics for retailers and suppliers alike. Go to to register for PLMA’s 2022 online Roundtable Conference today!

PLMA announces PLMA Global, its Online Private Label Trade Show taking place from 28-31 March

AMSTERDAM & NEW YORK – 13 January 2022 – PLMA Global, the newly imagined online private label trade show from the Private Label Manufacturers Association, combines the exhibitors and buyers from the organization’s industry-defining in-person Amsterdam and Chicago trade shows. PLMA Global will take place from 28-31 March 2022. Exhibitors and retailers can register now by calling +31 20 575 3032 or clicking here.

“The disruptive effects of the pandemic on retailing and the private label industry continue. Foremost among today’s challenges is the reliable flow of products from source to shelf,” explains PLMA President Peggy Davies.

PLMA Global complements PLMA’s in-person trade shows and provides a convenient, secure, and information-rich platform where retailers from around the world can engage with current, former and prospective private label suppliers and collectively develop optimum ways to move products by evaluating their respective capabilities and, if necessary, diversifying and reconfiguring their relationships. Quality, innovation, and the cost of goods will always be attributes that retailers prize in their partners, but right now product availability, continuity and on-time delivery are at the top of the list.

“Our platform will support the connection between PLMA member-exhibitors and private label buyers representing leading supermarkets, hypermarkets, discounters, drugstores, department stores and other formats” said Davies. “During these four days in March, PLMA Global will become THE digital hub of the private label industry.”

PLMA Global will support real-time conversations and meetings, with features like one-on-one or group video calls, product demos, screen sharing, messaging, and more. Buyers and visitors can browse categories they are accustomed to look for at PLMA’s in-person shows or discover new ones, from food, snacks and beverages to health and beauty, household and kitchenware. PLMA Global’s search functionality allows buyers to find suppliers by company name, category, description or trend; by continent, country, or by any combination of the above. It will also be possible to visually search for products using the photo gallery view.

Efficient appointment scheduling is the most important feature of the virtual event, says the association. PLMA Global’s format allows buyers to join the platform as it fits their schedule and time zone. Buyers can request video call appointments from exhibitors before the show opens and once the date and time have been confirmed, a video meeting confirmation link is sent to all parties. Calls can be one-on-one, but they can also be group calls involving multiple participants representing private label suppliers as well as retail chains.

Exhibitors receive one entire webpage on the platform to highlight their products, their innovations and their company. Additional information can be shared through promotional videos and downloadable documents. Exhibitors can list up multiple sales representatives for buyers to contact, including their profile pictures for a more personal look and feel.

Buyers and exhibitors will be able to meet live online 24/7 during the event and the platform will remain open until PLMA’s in-person “World of Private Label” trade show in Amsterdam on 31 May and 1 June, for follow-up, or for new visits by buyers who could not log in during formal show days. During this period, all connectivity tools, including video call and appointment scheduling, remain active, allowing for post-show access.

PLMA’s 2021 “World of Private Label” International Trade Show cancelled

AMSTERDAM, 15 November 2021 – As the Netherlands and other European countries battle Covid with increasingly stringent government mandates on assembly and movement, PLMA has decided to cancel its “World of Private Label” Trade Show, which was set for the RAI Exhibition Centre on 14-15 December, according to an announcement by the PLMA International Council.

The PLMA show annually attracts thousands of exhibitors and visitors to the RAI and is the world’s largest trade fair of its kind. The December event was actually the rescheduled May 2021 show, which also fell to Covid restrictions.

In announcing the December cancellation, PLMA assured its members, retailers, and other parties in the private label industry that it will be providing ample opportunity for them to network and transact business throughout 2022.  A virtual show, PLMA Global, will be presented in March, and the regular annual in-person event has been set for 31 May – 1 June 2022, at the RAI in Amsterdam.

PLMA President Peggy Davies said, “PLMA remains committed to providing the worldwide private label industry with networking opportunities as well as valuable sales and marketing solutions.”

Get inspired: hundreds of new ideas at PLMA’s upcoming “World of Private Label” in December in Amsterdam

AMSTERDAM, 3 November 2021 – The latest innovations, trends and new developments in private label will be easy to spot at PLMA’s “World of Private Label” International Trade Show on 14 and 15 December at the RAI Exhibition Centre in Amsterdam.

The New Product Expo as part of the unique Idea Supermarket area, which is centrally located in the RAI Elicium building, features hundreds of products that are new on the market and available from exhibitors.

Among the new products on display the following trends are strong:

  • SUSTAINABILITY & ORGANIC– From sourcing, composition, transport to processing and packaging, sustainability is one of the prevailing trends among the new products and has influence throughout the product development.
  • VEGAN – From meat alternatives to plant-based ready meals to vegan and cruelty free non-food, vegan is a fast-growing trend in food and non-food.
  • HEALTH AND WELLNESS – Many manufacturers are reformulating recipes or product compositions by including healthy & natural ingredients, and reducing sugar, salt or fat.
  • CONVENIENCE – Convenience items that cater to consumers’ individual needs and special diets like gluten-free or no-carbs or healthier indulging choices.

PLMA’s Idea Supermarket is the ideal place to gain insight into the latest developments in the private label industry,” said PLMA President Peggy Davies.

In that same area of innovation and inspiration, the winners of PLMA’s 2021 International “Salute to Excellence Awards” will be showcased. The awards honour retailers for innovation and quality in the creation of their private label programmes.

“Back to Business,” the theme of this year’s show, is exceptionally appropriate at a time when the need for new contacts and ideas has never been greater. The show will feature more than 1,800 private label manufacturers from over 60 countries, including 45 national and regional pavilions from 30 countries.

Safety Measures: PLMA and RAI are taking a large number of measures to ensure that all visitors and exhibitors will be able to enjoy a safe, clean and hospitable event, in accordance with local and national COVID-19 regulations. All aisles are extra-wide, frequent disinfection is applied throughout the venue. Access to the show is subject to a Digital Corona Certificate check. Participation in the show is by pre-registration only.

Live events back in Amsterdam: PLMA’s “World of Private Label” on schedule for 14-15 December

AMSTERDAM – 23 September 2021 – As the Dutch government announced it is easing COVID-19 restrictions and the first international trade show has already opened its doors at the RAI Exhibition Centre, PLMA’s “World of Private Label” International Trade Show will return to Amsterdam on 14 and 15 December.

“These new measures pave the way for international business gatherings,” PLMA President Peggy Davies said. “I look forward to hearing the buzz of in-person conversations between exhibitors and visitors. We all missed the energy and the dynamics of a live trade show.”

“Back to Business with PLMA” is the theme of this year’s “World of Private Label.” The theme is exceptionally appropriate, as the need to develop contacts and sharing ideas has never been greater. More than 1,700 private label manufacturers from 65 countries have already registered as exhibitors. PLMA expects to welcome nearly 2,000 exhibitors in December, including 45 national and regional pavilions from 30 countries.

Although many restrictions have been eased, PLMA continues its focus on a safe trade show, including extra-wide aisles that will allow international buyers to safely and conveniently walk the show to discover new products and new suppliers. Private label trends like health and wellness, convenience, organic, plant-based and sustainability will be on display. Featured categories include fresh, frozen and refrigerated foods, dry grocery, and beverages as well as non-food, including cosmetics, health and beauty, household and kitchen, home and leisure and housewares and personal protection equipment.

The “New Product Expo” area, centrally located in the RAI Elicium building, features hundreds of products that are new on the market and available from exhibitors. In the same space, the winners of PLMA’s 2021 International “Salute to Excellence Awards” will be showcased. The Salute to Excellence Awards give recognition to outstanding food and non-food private label products that have been introduced by supermarkets, hypermarkets, discounters, drugstores and specialty stores in the past year.

In addition, one day prior to the opening of the trade show, PLMA will hold a special seminar programme at the Forum Centre at the RAI with latest insights and presentations of industry experts.

“I encourage all retailers, wholesalers and manufacturers to come to Amsterdam to reconnect with their international industry colleagues,” said Davies. “PLMA is ready, excited and eager to welcome back the private label industry to its annual trade show.”

For more information on the 2021 “World of Private Label,” including health & safety measures, click here.

Thirty-six retailers win PLMA’s 2021 International “Salute to Excellence Awards” for innovation in their private label products

AMSTERDAM – 1 September 2021 – Three dozen retailers from 17 countries have been named winners of PLMA’s 2021 International Salute to Excellence Awards in recognition of innovation and quality of their own-brand food and non-food products.

Nearly 600 products introduced in the past year were submitted by 62 retailers from 23 countries for consideration in the world’s largest competition dedicated exclusively to own brands, according to the association.

The winning food and non-food products were selected by several panels of judges that included industry professionals such as former retailers, chefs, academics, nutritionists, journalists, and private label adepts.

Of the 101 awards bestowed by PLMA this year, 54 went to retailers in Germany, Ireland, and The Netherlands with, respectively, 23, 17 and 14. The others were divided among chains from southern Europe, Scandinavia, Belgium, the United Kingdom, and Central Eastern Europe.

Twelve awards, the most any retailer has won in a single year since the program’s inception in 2014, were handed to Germany’s drugstore Dirk Rossmann. Musgrave Retail Partners from Ireland came away with ten and South African retailer Woolworths received seven. Jumbo Supermarkten in the Netherlands won six while both Dunnes Stores from Ireland and El Corte Inglés from Spain received five.

Other winning retailers were Aldi Stores (Ireland), Asda Stores (United Kingdom), Axfood (Sweden), Action (Netherlands), Carrefour (France), Colruyt (Belgium), Coop Jednota (Slovakia), Coop Trading (Denmark), Dagrofa (Denmark), Delhaize (Belgium), Despar (Italy), Eroski (Spain), Etos (Netherlands), Eva (Ukraine), Globus Sb-Warenhaus (Germany), Hema (Netherlands), Kaufland (Germany), Kesko (Finland), Kruidvat (Netherlands), Marks And Spencer (United Kingdom), Md (Italy), Metro (Germany), Migros Ticaret (Turkey), Migross (Italy), Monoprix (France), Penny-Markt (Germany), Rewe (Germany), Salling Group (Denmark), Sonae Mc (Portugal) and Sopharma (Bulgaria).

“Clearly evident this year in the quality of all the submissions and especially the winners, is a heightened focus on innovation and new product development,” said Peggy Davies, PLMA president. “These private label products demonstrate that all those involved in their development, testing and marketing have their finger on the pulse of important consumer trends.”

In food, winning products include Aldi Ireland’s Specially Selected Halloween Barmbrack, Rossmann’s enerBiO Immunsaft B12 with Shiitake Mushroom extract, Jumbo’s On the Go Lettuce Sushi Wrap with Smoked Salmon, Monoprix’ Brioche with Cereals and Seeds and Musgrave’s Sustainably Hydroponically Grown Italian Salad Mix as well as El Corte Ingles Fuet Snack, and Delhaize’s Veggie Vegan Apero Wings.

In non-food there were awards for Eroski’s Quick Dissolving Toilet Paper for Chemical Toilets, Rossmann’s Organic Menstruation Sponge, Eva’s Super Collagen Seaweed Face Mask, Woolworths Earth Friendly No flush Toilet Drops, Carrefour’s Ecoplanet Cleaning Sponge, and Sonae MC 100% Recyclable Napkins.

Key features of this year’s competition

This year’s competition was especially interesting in view of the impact of COVID and related consumer trends and how they influenced product development and innovation of private label that hit the shelves. Some observations:
•    The high number of sustainable products shows retailers are serious about the planet and environment by looking for alternative growing processes using less water and less carbon footprint through organic and local sourcing.
•    Recycled packaging and organic ingredients are high on the minds of the retailers’ cross-country and cross-category which now seem to be standard with 90-100% recycled packaging material.
•    The following claims were widely noted: local and organic, 100% biodegradable, 100% compostable, 100% vegan, 99% natural ingredients, no plastic, ECO and perfume and allergy free.
•    In food trendy flavours like turmeric and ginger are still in place.
•    New flavours like pink grapefruit with coriander and mayonnaise with beetroot were clear.
•    Healthy food and healthy food choices were noticeable in many categories by claiming less sugar, less fat and less calories.
•    Plant-based meat is growing in all meat varieties like plant-based sausages, minced meat, plant-based chicken wings and plant-based stew “meat” next to the “regular” plant-based burgers with a focus to vegans ánd flexitarians.
•    Very remarkable this year the continuous indulging food trend however with a twist; highly indulging gourmet products from organic ingredients, regionally sourced or vegan alternative.

“Thanks to all participants in this year’s programme, and congratulations to the winning retailers,” added PLMA president Davies. “To reduce carbon foot prints the increase in sustainable and environmentally friendly products in food and non-food categories validates the shift retailers are making to moving toward a cleaner planet.”

PLMA’s International “Salute to Excellence” Awards were established in 2014. To see all laureates of PLMA’s 2021 International Salute to Excellence Awards go to

Private label maintains strong position across Europe

AMSTERDAM – 13 April 2021 – Retailer brands sustained their market share position above 30% in all but two of the eighteen European countries surveyed by Nielsen in 2020 for PLMA’s 2021 International Private Label Yearbook. Nearly half of the countries reached market shares above 40%, whereas the majority showed a positive market penetration.

According to Nielsen’s data, Fresh & Frozen, Dairy and Health & Beauty are the top 3 product categories registering highest positive growth among the 18 countries.

“While taking account of multiple interruptions and ambiguities amidst the pandemic,” commented PLMA President Peggy Davies “the statistics for 2020 are an affirmation of consumers’ continuing trust in retailer brands.”

In Europe’s largest retail markets, Germany and the United Kingdom, the private label share stayed well above 40% and retained its strong position.

France reported a significant growth of 7 points to 38.5% market share boosted by the inclusion of sales from discounters, proximity stores and drives in the count by Nielsen for the first time.


In Belgium, market share for retailer brands showed a slight decline which is mainly due to the decline in sales of confectionery and snacks in the country, according to Nielsen findings, while in the Netherlands a slight growth was tracked to 37.1% market share.

In Spain and Switzerland with approximately 50% private label unit market share, nearly half of all products sold are a retailer brand.

Portugal presented the strongest growth under equal research conditions and climbed to a 45% share, sustained by growth of nearly 5 points in total in four years since 2016.

In Central and Eastern Europe, a strong private label market is evident since Nielsen first reported data for the region in 2003 with market shares above 40% in Austria and above 30% in Poland, the Czech Republic and Slovakia.

The biggest increase was registered in Hungary. The country saw a 1.4% growth to 36.2% market share, its highest private label market share and growth ever listed.

Sweden led the way in Scandinavia, with market share climbing 1 point to 34% for the first time, while Finland stayed above 30%.

In the Mediterranean, market shares were able to hold their position of 30% in both Turkey and Greece. In Italy, private label continued the trend upward in 2020, going to a 22.6% market share.

According to Peggy Davies: “Private label succeeds in maintaining its strong position, even in saturated markets, and shows that retailers’ brands remain a primary option in the minds of the consumers. In many countries private label shoppers continue to choose private label above A-brands.”