Innovation Fuels Double-Digit Sales Growth of Private Brand Baby Products

Baby Essentials in Spotlight at PLMA’s 2023 Private Label Trade Show, Nov. 12-14 in Chicago

NEW YORK (September 7, 2023) – From wipes to diapers, it’s Baby Care time at PLMA’s 2023 Annual Private Label Trade Show.

Wipes, diapers, food, feeding accessories, shampoos, creams and other personal care items, as well as kid snacks and beverages are among the on-trend items that will be featured at the show, November 12-14 at the Donald E. Stephens Convention Center in Chicago.  

With more than 1,600 exhibiting companies and 5,000 attendees, the show is the largest event for store brands in North America.    

“The Private Label Trade Show is the premier event for baby care essentials,” said PLMA President Peggy Davies. “It’s the place to discover all the must-have products for shoppers with babies and young children.”  

Dollar sales of private label baby wipes jumped 11.1% to $634 million and disposable diaper dollar sales rose 10% to $646 million in all outlets for the 52 weeks ending August 13, 2023, versus the same period the previous year, according to Circana data from PLMA’s Unify+ business intelligence tool.

Like many other categories, baby care is inspired by the clean movement, with more products featuring natural ingredients.  

Among the examples:  

Kroger’s Simple Truth fragrance-free natural baby wipes that are Rainforest Alliance Certified.
Walmart’s Parent's Choice Limited-Edition Sunshine & Daydreams Baby Wipes infused with geranium and ylang ylang essential oils.
Amazon’s Mama Bear wipes made with 99% purified water and Mama Bear Hypoallergenic Diapers.
In the diaper category, retailers are offering parents convenience in the form of product upgrades and multiple packaging sizes, such as Topco’s Tippy Toes diapers, which come in jumbo, giant, even “super” packs.  

Food is also getting retail attention. Target, for instance, has expanded its Good & Gather brand to include snacks and food for babies and toddlers.

Along with baby care products, PLMA’s 2023 "THE STORE BRANDS PHENOMENON” Private Label Trade Show will feature wine and spirits; shelf-stable groceries; plant-based foods, beverages; fresh, frozen and refrigerated products; organic; foodservice products; beauty and cosmetics, pet care, personal and self-care, household and laundry, OTC pharmaceuticals, vitamins and supplements, paper and plastics, kitchenware, general merchandise and many other categories.

For more information on "THE STORE BRANDS PHENOMENON" trade show, contact PLMA at +1 212 972-3131, email or visit

About PLMA

The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 4,000 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and its World of Private Label Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. Follow PLMA on,, Twitter and LinkedIn.