PLMA 2026: The best of private label innovation

PLMA’s World of private label trade show boasts eighteen halls of suppliers displaying their products. On top of this, its ‘world of ideas’ celebrates the best private label innovation on the hottest trends in the industry.

Private labels are growing twice as fast as brands (1.4% vs 0.7%). Suppliers are moving beyond price, now building quality and relevancy. They can build relationships with retailers which grant access to insights and category plans, while taking advantage of their shopper trust. This places private labels in an ideal position to drive innovation.

We highlight the key trends in the innovations we saw at the show.

Health remains a focus

Products enriched with specific health attributes are experiencing huge popularity across markets. This is not limited to the massive demand for protein, as other trends such as fibre and creatine are gaining importance in the space. Private labels are continually innovating more of these products. They are also increasingly moving into the market of sports supplements.

Simple and natural

The trend towards health has been accompanied by a trend towards wellness. Shoppers want products with simple, natural ingredients and fewer additives. Private labels are innovating towards this in both their formulas and messaging.

This is not only true of foods, with household and health and beauty products also displaying simple and natural credentials

Premium alcohol free

Another trend that has emerged from the societal shift towards health is a decrease in the consumption of alcohol. This has led to increased demand for no and low alcohol products. Private label suppliers are creating new, premium products to supply this

Staying on trend

A key benefit of innovation, as well as their close relationships with retailers, is that private label suppliers are well placed to stay on trend. This is crucial to building and maintaining relevance in fast-moving categories like health and beauty.

This is also the case for food products. Private label suppliers are innovating to replicate trending flavours and apply them to new products.

The new leaders of innovation

Private labels are now the main drivers of innovation in the industry and competing with them has become the number one challenge for established brands. These companies should play close attention to private label developments. These reveal important emerging trends and shed light on what retailers are looking for. Using this information to guide innovation is more important than ever, particularly in today’s competitive market where retailer margins are tight.

For private label suppliers, developing strong relationships with retailers is key. As a strategic partner, suppliers gain access to retailer’s insights and KPIs. This allows for products to be developed together. Innovation will be more informed and targeted, and new products will be welcomed into retailer ranges.

Looking for more insight on private label?

Read How private label trends are playing out in Europe for more insight on the topic.

Subscribers can read: How private label keeps outpacing the market: H1 2026 update.