PLMA‘s 2025 Annual Private Label Trade Show, held Nov. 16-18 in Chicago, proved to be the premier event for the industry, drawing upwards of 14,000 attendees including retailers, exhibitors, visitors and industry professionals from across the private label and retail sectors.
“PLMA’s ‘Store Brands Marketplace’ was a success in every way, creating new opportunities for the private label industry to thrive,” said PLMA President Peggy Davies.
The show featured hundreds of thousands of food and nonfood products across 3,000 booths with more than 1,900 exhibitors representing 63 countries. The event provided one-stop sourcing of new and innovative foods and nonfoods on an engaging show floor.
Lidl US CEO delivers keynote address
A major highlight of this year’s speaker lineup was the keynote address by Joel Rampoldt, CEO of Lidl US. Rampoldt detailed Lidl’s efficient business model, including its use of electronic shelf labels, shelf-ready packaging and a curated assortment purchased in high volumes. He emphasized the company’s strong partnerships with suppliers.
“We invest in suppliers,” Rampoldt said.
Lidl’s business philosophy is built on differentiation through price, quality and simplicity. Store brands play a central role, with about 80 percent of its 3,300 core items positioned as private label. These include the Preferred Selection line of premium and globally sourced products and the new Butcher’s Specialty meats line. In addition, 85 percent of Lidl’s products are sourced in North America.
“We are a private brand company – because it’s the way we can deliver the best price and best quality,” Rampoldt explained.
He added that Lidl’s goal is to be the first choice for business partners, suppliers, team members and consumers.
“We know that with the curated assortment we offer, our customers will shop at other stores — and that’s fine. But we want to be the place they come first because of the quality, price and shopping experience,” Rampoldt said.
Five key trends from the show floor
Collagen products emerged as a prominent category, with the ingredient used in supplements, foods and beverages to support skin, joint and bone health. Products on display included coffee latte with bioactive collagen peptides and collagen shots.
Functional foods showcased the surge in probiotic popularity due to the reported link between gut health and overall well-being. Exhibitors displayed probiotic frozen smoothie cubes and snacks.
Greener cleaners highlighted more sustainable choices for laundry cleaning, including ultra-concentrated laundry detergent designed to be diluted at home, dissolvable laundry cleaning sheets and compostable fabric softener sheets.
Regeneratively farmed products demonstrated practices that prioritize soil health, biodiversity and ecosystem restoration. Show floor offerings included regeneratively farmed rice, cold-brew coffee and eggs.
Topical patches made with vitamins, antioxidants and other ingredients provide convenience for consumers seeking relaxation, immunity and wellness. Products included sleep patches, energy and focus patches and calm and relaxation patches.
Special displays draw attendee interest
Attendees flocked to the show’s special displays including PLMA’s Idea Supermarket, featuring the latest product and packaging trends from retailers around the globe; the New Product Expo, a showcase of select product and packaging innovations from companies exhibiting at the show; and PLMA’s 2025 Salute to Excellence Award Winners, an exhibit of retailer food and nonfood product innovations chosen as best private label product in their categories by industry and consumer judges.
Throughout the show, attendees voiced excitement about the second annual Store Brands Month in January, the national event promoting the quality, value and variety of store brands. Inside the Idea Supermarket, a kiosk played a compilation of videos featured on the @StoreBrandsMonth Instagram page.
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