Home, Health & Wellness Section
Experience the Home, Health and Wellness Phenomenon

The exhibit floor at PLMA's 2023 "THE STORE BRANDS PHENOMENON" Annual Private Label Trade Show is not unlike the aisles of your local retailer or scrolling the pages of your favorite online merchant. Major categories of non-food products including such items as hair and nail care, fragrances, adult care, pharmaceuticals, OTC, vitamins, personal care and first aid are on display for thousands of visitors. Assorted accessories, devices, kitchenware, and general merchandise can also be found among the other categories in the South Hall. With nearly $52 billion in sales overall in 2022, up 15% from the previous year, home, health and wellness products are a major highlight of the show.

Retailers visit the show to touch and experience the latest trends and store brand innovations. Some of those key categories and trends buyers want to see include:

Baby Care has become a $1.9 billion category in private label with growing opportunities for products developed with sustainable, clean and natural ingredients. Soothing, engaging and eco-friendly accessories as well as functional bath and body care are top of mind with parents when making product choices in the category.

Beauty and Cosmetics is a developing category for private brands as store-within-a-store concepts, social media influencers and virtual platforms provide unique and different ways for marketing to consumers who want to align themselves with socially-aware and eco-friendly products. Men’s grooming, nail and haircare, and skincare as well as products and accessories focusing on life stages are among the growing categories. Sought after products include those developed with free-from, plant-based or functional ingredients. Clean, stress-reducing or exotic fragrances and gender inclusive products are also popular.

School and Office Products are experiencing a surge that shows no signs of slowing down as the work from home phenomenon has become the norm. The traditional school and office supply category in discounters, wholesale clubs and mass merchandisers now include consumables, stationery, calendars of all shapes and sizes and the latest tech gadgets and accessories to help employees work more efficiently.

Health and Self-Care Categories have exploded as post-pandemic consumers shift to a healthier lifestyle focusing on physical and mental wellness. Self-care aisles are offering everything from soothing facial masks and bath balms to digital wellness monitors. Single use devices and medical equipment once relegated to the back of the store have become more visible with an aging U.S. population and the growth of the home healthcare industry.

Pet Products continued to grow in store brands with sales reaching $4.5 billion in 2022. Clearly expanding beyond the basics, the category has permeated a variety of retail channels to include such things as age-appropriate and eco-conscious chews, sustainable beds, accessories, training treats and toys with wellness attributes for dogs, cats and other creatures.


Kitchenware and General Merchandise continue to have robust sales with more Americans preparing and eating meals at home compared to a decade ago, using innovative and timesaving kitchen tools and gadgets, as well as cookware and baking accessories. Household products such as disposable tableware, foils, wraps, plastics and storage and small appliances have all seen year over year private label sales growth.