CHICAGO — The 2025 PLMA Private Label Trade Show returned to Rosemont with increased energy, a stronger global presence, and a wider product range than in recent years. Held from November 16 to 18, the event attracted more than 14,000 retailers, suppliers, and industry professionals to 3,000 booths representing over 1,900 exhibitors from 63 countries. Throughout the show, the message was clear: private label is not only riding the wave of consumer interest but also leading the retail industry.
Peggy Davies, PLMA president, called this year’s Store Brands Marketplace a complete success, supported by increased exhibitor participation and a broader range of categories. Circana data presented during the event highlighted that momentum. Store brands exceeded national brands in both unit and dollar sales during the first 11 months of 2025, and PLMA estimates store brand revenue will hit $280 billion this year, marking a record high.
Despite ongoing trade tensions, tariff debates, and political noise, companies and representatives from around the world filled the halls. Canada had a notably strong presence, even after public disagreements with Trump earlier this fall. Talking to exhibitors on the floor, several mentioned that the anxiety that dominated discussions earlier in the year has eased. The consensus was pragmatic. No matter the policy backdrop, gaining access to the U.S. market remains a key economic driver.
Lidl CEO Sets the Tone With a Hard Look at Retail Efficiency
One of the most talked-about moments was Lidl US CEO Joel Rampoldt’s keynote. He described a streamlined operating model based on private-label products, electronic shelf labels, shelf-ready packaging, and a carefully curated assortment purchased in bulk. About 80 percent of Lidl’s 3,300 core items are private label, and roughly 85 percent of those are sourced in North America.
“We are a private brand company because it is the way we can deliver the best price and best quality,” he said. Rampoldt stressed that Lidl aims to be the top choice for suppliers, team members, and consumers by investing heavily in its partnerships and leveraging private-label products to deliver consistency, clarity, and value.
Packaging manufacturers conveyed this message throughout the show floor, emphasizing innovations that improve efficiency, sustainability, and shelf appeal. From fiber-based tubs and monomaterial pouches to flexible squeeze packs and advanced printing technologies, packaging suppliers noted that their growth is increasingly tied to private-label momentum.
Retail Trends Breakfast: Inside the Psychology of Tomorrow’s Private Label Shopper
Another notable moment occurred at the Retail Trends Breakfast with Hunter Thurman, founder and president of Alpha-Diver. Addressing a full house at the Hyatt Regency O’Hare on November 18, Thurman noted that private label success has gone far beyond recession-era value strategies. Today, he stated, the category sits at the crossroads of behavioral science, emotional reassurance, and shopper identity.
Thurman, whose firm advises leading Fortune 500 companies, used proprietary behavioral science frameworks and AI-enhanced shopper data to explain why private label is gaining popularity with entirely new types of consumers. Early adopters now see private label as a discovery platform, searching for bold flavors, global inspiration, and modern packaging designs. Meanwhile, value-oriented shoppers seek emotional reassurance with each purchase, relying on trusted store brands to simplify decisions and lessen risk.
His presentation challenged long-standing beliefs about what drives loyalty and provided marketers with a clear playbook for navigating the new retail landscape. Combining psychology, neuroscience, and AI-driven data, Thurman uncovered the hidden forces influencing consumer choices and turned those insights into strategies for differentiation and growth. For many retailers in the room, it was one of the most practical sessions of the conference.
Five Trends Dominating the Show Floor
The product mix reflected the themes Thurman highlighted. Consumers seek wellness benefits, global inspiration, and sustainability, all without compromising price or convenience.
Five trends defined the show:
1. A push for protein
Protein appeared in nearly every aisle, from flavored honeys with 15 grams of protein to collagen-infused cold brews, fortified cookies, snack bars, and spreads.
2. Earth-friendly and regenerative snacking
Suppliers emphasized regenerative agriculture, upcycled ingredients, compostable packaging, and waste-reducing processes.
3. Unique and global flavor profiles
Dubai-style chocolate, spicy chili crisp rice, Calabrian truffle condiments, and hot honey were among the most talked-about flavors.
4. Pickle-palooza
Pickles and pickle-inspired products were everywhere, including sweet and spicy chips, spears, and even pickle-flavored cotton candy.
5. Packaging innovation as a value driver
Fiber tubs, flexible pouches, squeeze packs, child-resistant caps, and recyclable substrates showcased how packaging is becoming a competitive differentiator.
Across wellness categories, collagen shots, dissolvable laundry sheets, probiotic smoothie cubes, regeneratively farmed staples, and topical patches for sleep, energy, and immunity all drew heavy interest.
A Tour Through Global Innovation
PLMA’s Idea Supermarket remained one of the show’s most valuable features, offering a global walk-through of packaging and product trends from top retailers worldwide. The New Product Expo spotlighted innovations debuting this year, while the Salute to Excellence Awards showcased the best new private-label products, judged on taste, concept, packaging, and value.
Walmart led this year’s winners with fifteen awards across pet care, baby food, beauty, pantry staples, and prepared foods. Other strong performers included Albertsons, CVS Pharmacy, Lidl, Sam’s Club, Topco, and Whole Foods Market.
MMR
Looking Ahead to 2026
Across conversations with exhibitors and retailers, several themes emerged. Assortments are tightening, partnerships are deepening, and co-packing is becoming more central to speed and innovation. Consumers want quality, transparency, and simplicity, and store brands are increasingly the channel delivering all three.
As attendees look toward January’s Store Brands Month and the year ahead, confidence remains high. The 2025 PLMA Private Label Trade Show made the industry’s direction clear. Innovation is accelerating. Packaging is evolving. Global inspiration and sustainability are reshaping categories. And retailers are doubling down on private label as a driver of margin, loyalty, and brand identity.
Private label is not following national brands. It is leading the industry into its next chapter.
