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It’s Showtime! PLMA's Private Label Trade Show Runs Nov. 15 to 17

With 1,900+ exhibitors and 3,000+ booth spaces, the 2026 Private Label Trade Show offers an unparalleled opportunity to explore the latest store brand trends, discover innovative products, and connect with new sourcing partners.

The aisles of the “Store Brands Marketplace” will be filled with tens of thousands of foods, beverages and home, health and self-care products, suppliers from 60+ countries, wine and spirits and so much more.

“The Show continues to evolve with the industry, with an even greater emphasis on discovery, education and productivity,” PLMA President Peggy Davies said in a media interview for an article titled, “Shaping the Next Era of Store Brands.”

“Attendees will see continued strength across food and beverage, health and wellness, beauty, pet, wine and spirits and nonfood, along with new and expanded international pavilions.”

Sunday, Nov. 15, is the “Day of Learning,” featuring the new Executive Education Insight Series, providing timely business insights, practical strategies and actionable takeaways. Also on Sunday: the Opening Seminars will feature1 industry and trend perspectives from Circana and Kantar, consumer insights from PLMA’s Personal Care research and a live edition of PolicyWatch®
Click here for more details on the Day of Learning.

Additionally, World of Ideas™, formerly the Idea Supermarket, will bring together product innovation, retail trends, and other sources of inspiration and discovery. The exhibit includes Salute to Excellence Awards® and International Wine Awards winners, along with the New Product Expo, featuring hundreds of new food and nonfood items presented on the Show floor.

Plus, the keynote speakers - Target’s John Conlin and Ahold Delhaize USA’s Abby Cook - will describe the inner workings of their companies’ successful store brand programs.

Mix, Mingle & Unwind, formerly the Sunday night Opening Reception, moves to the conclusion of the first Show day - Monday, Nov. 16 - creating a natural opportunity to connect after a full day on the Show floor.
Click here for the full Show schedule.

Meet This Year’s Private Label Award Winners

Dill Pickle Hamburger Buns. Protein French Toast Sticks. Regenerative Organic Brown Eggs.

These are some of the winning products of PLMA's 2026 Salute to Excellence Awards® for store brand excellence.

Other trends include Korean- and Latin-inspired dishes, better-for-you options, indulgent dessert and café flavors and health-focused pet products.

The 2026 Salute to Excellence Awards® competition drew a record number of more than 900 product entries from North American retailers and wholesalers. Nominees were judged by a panel of consumer and industry professionals for taste and sensory appeal, packaging, product concept, and value for money. The annual competition is now in its 40th year.

The winning products will be featured in a special display at the 2026 Private Label Trade Show.

Among the 2026 winners:

Walmart Inc. (Marketside): Dill Pickle Hamburger Buns
Topco Associates (TopCare): Vanilla & Sandalwood Deodorant
Walmart Inc. (Great Value): Agua de Coconut con Pulpa
Albertsons Companies (Signature Select): Kids Mythical Creatures Bandages
Sam's Club® (Member's Mark): High Protein Penne Pasta with Italian Sausage
ALDI (Fremont Fish Market): Yellowfin Tuna in Oil
Walmart Inc. (Equate): Sensitive Skin Foaming Wash
ShopRite/Wakefern Food Corp.® (Bowl & Basket): Blueberry Pie Trail Mix
Whole Foods Market: Pasture-Raised Regenerative Organic Brown Eggs
Topco Associates (Food Club): Drink Mix Stix Variety Pack
Albertsons Companies (Signature Select): Rechargeable Toothbrush
Walmart Inc. (Vibrant Life): Crystal Health Monitoring Cat Litter
Sam's Club® (Member's Mark): Clybourn 4-Piece Outdoor Sofa Seating Set

Click here for the full list of winners.

Store Brands Still Lead National Brands in 2026 Unit Sales Gain

As the U.S. store brands industry prepares to gather for its annual trade show in Chicago, there is good news on the 2026 sales front.

Store brands continue to hold a commanding lead over national brands in unit sales gain. Over the ten-month period ending November 1, store brand unit sales increased by 0.1% while national brands declined by 0.9%, a gap of one full percentage point, according to Circana, PLMA's provider of market data.

In terms of unit sales, store brands have outperformed national brands in ten of the eleven reporting periods so far this year. As a result, throughout 2026 store brands have steadily taken unit share away from national brands and moved up to 23.7%, setting a new record.

Also as of November 1, store brands were in the black in YTD dollar sales, increasing by 0.3% compared to the same time frame last year. Store brands have gained in dollar sales in five of Circana's reporting periods so far; store brand dollar share is 21%. Though national brand unit sales are in the red for the year, their dollar sales are ahead 1.9%, largely the result of aggressive pricing strategies.

Drilling down into the eleven product departments monitored for PLMA by Circana, for the 52 weeks ending November 1, five of the departments posted store brand unit sales gains while seven recorded store brand dollar sales increases.

Winning departments for store brand unit sales were Pet Care (plus 2.8%), followed by Beverages (+2.3%), Refrigerated (+1.9%), and General Food and Frozen (both +0.3%). In store brand dollar sales, the departmental gainers were led by Auto (plus 6.3%), then Beverages (+5.6%), Frozen (+3%), Pet Care (+2.6%), General Food and General Merchandise (both +2.2%), and Home Essentials (+1.1%). Beauty was even in store brand dollar sales.

Consumers score significant savings with store brands

In these difficult economic times, American consumers are increasingly reaching for store brands and experiencing outstanding product quality and performance at significant savings.

By midyear, U.S. shoppers had saved $20.5 billion by buying the store brand version of the grocery product versus the national brand, according to a PLMA analysis of Circana data. In the first half of 2026, the average price of all store brand products sold was $4.14 compared to an average price of $4.79 for all national brand products sold; a difference of 65 cents or 14% per unit.

Store brands' marketplace momentum is formidable. Alvarez & Marsal's Consumer and Retail Group says "growing confidence in private label is reshaping the traditional value equation in grocery. As private label sophistication increases, more premium, health-focused and specialty store brand products are introduced, grocery shelves are reshaped, margin shifts move toward retailers, and national brands are put on notice. They have to justify price premiums with attributes other than brand name and reputation, including innovation and performance, to maintain share. The result is a more competitive market with increased relevance to the consumer."

Reflecting both the consumer and retailer endorsement of store brands, PLMA's 2026 Private Label Trade Show -- themed "Store Brands Marketplace" -- will be held November 15-17, at the Donald E. Stephens Convention Center in Chicago and feature some 3,061 booths, the largest number ever, as well as 1,927 exhibitors, 55 national pavilions and 61 countries represented by all participating store brand manufacturers and suppliers.

Navigating the PLMA Show: What You Need to Know

Organization is key to making the most of every opportunity at the Private Label Trade Show. PLMA’s “Show Navigator” is a valuable tool for attendees. It helps attendees discover exhibitors and products, build their schedules and navigate the Show more efficiently.

Among the features:

Detailed Show Floor Map
Exhibitor Listing
Speakers and Seminars
Exhibitor press releases
Visitor Guide
Product Spotlight
Trade Show Schedule
For retailers, PLMA Matchmaker™ for scheduling appointments with relevant exhibitors in advance.

Navigator includes an instructional video showing how to maximize its features and content.

The Future of Innovation, All in One Place

Dubai-style chocolate is popular because of its unique flavor and viral social media presence. Attendees of PLMA’s 2026 “Store Brands Marketplace” Private Label Trade Show can see this trend up close inside the New Product Expo.

Dubai-style chocolate pistachio lollipops are among the hundreds of products that will be showcased in the New Product Expo, a special showcase features new and innovative products that will shape the future of store brands. There will be new and exciting foods, beverages, household goods, pet care products, wines, general merchandise, personal care and much more.

Both domestic and international Show exhibitors submitted items for consideration. Products were selected based on the level of innovation, sourcing, sustainability and packaging.

Along with Dubai-style chocolate, other products featured in the New Product Expo include:

- Balsamic vinegar that comes in a solid disc and melts when heated.
- Shelf-stable kimchi, made without fermentation.
- Ready-to-drink cocktails with an added 10 grams of protein.
- Pre-portioned frozen, ready-to-use herb pops.
- Organic frozen pre-portioned coconut cubes for smoothies.

For more information about the New Product Expo, watch our news report:

New Market Data: Soaring Aseptic Juice Sales

The stability, portability and on-the-go convenience of aseptic juices has contributed to substantial sales growth.

Dollar sales in all outlets jumped 23% to $143.6 million, while units grew 18% to 44.3 million for the 52 weeks ending October 4, versus the same period the previous year, according to Circana's Unify+/PLMA.

Poll: Declining Confidence in Safety of Grocery Store Food

Americans’ confidence that food sold at most grocery stores is safe has fallen to its lowest level recorded, with 65% now very or somewhat confident, according to a Gallup poll.

That’s down from 73% last year and 72% in 2024, and well below the 81% recorded in 2019.

The latest poll also updated a question asking Americans whether they had taken each of three steps within the past year in response to a government food safety advisory or product recall.

The most common, and the one that has increased the most since 2024, is avoiding purchasing certain brands or types of food. Seventy-three percent of U.S. adults say they have done this in the past year, up 20 points from 53% saying so in 2024. The current figure also exceeds the percentages avoiding certain foods in 2007 (62%) and 2008 (60%), when significant food safety issues were in the news.

Additionally, 45% of Americans say they have thrown out or returned a food product to the store in the past year, up from 37% in 2024 and slightly higher than the 40% found in 2007. Similarly, a trend-high 42%, up from 26% in 2024, say they have worried that something they ate may have been contaminated.

The decline in confidence in the safety of grocery store food since last year is concentrated among Democrats and Independents, while Republicans have become more confident. Democrats' confidence that grocery store food is safe has fallen 14 points to 66%, while Republicans' has risen nine points to 77%. Independents' has dropped 10 points to 60%.

Report: 54% of GLP-1 Users Seek Weight Management

For the first time, more than half (54%) of U.S. GLP-1 users take the medication primarily for weight management, surpassing use for diabetes and other health conditions, according to the EY-Parthenon GLP-1 Consumer Impact Report.

The findings suggest GLP-1 adoption is increasingly influencing consumer behavior beyond health and weight management, affecting what consumers eat and drink, how they shop, what they wear and where they allocate discretionary spending.

“We’re seeing these medications reshape consumer behavior in tangible ways, from food and beverage choices to wellness, fitness and discretionary spending. This shift is creating a ripple effect across the consumer products and retail landscape,” Katie Johnson, EY-Parthenon Americas Consumer and Health Industry Leader, said in a statement.

GLP-1 users prioritize nutrition-focused categories over traditional indulgence, with nearly two-thirds (63%) consuming fewer sweets and more than half (57%) reducing salty snacks. In turn, users increase consumption of fresh produce (66%) and protein (61%). Because 94% of GLP-1 users surveyed are primary grocery shoppers, these changes often extend beyond the individual, influencing household meal planning, cooking habits and grocery purchasing decisions.

This shift is also evident in beverages: more than half of users (51%) report drinking fewer soft drinks, while 44% consume more functional beverages. Meanwhile, 45% have reduced alcohol consumption and 40% have stopped altogether.

Personal Care Shopper Insights Revealed in New PLMA Study

PLMA’s new personal care Shopper Intelligence study reveals how building shopper trust, overcoming category-level barriers and promoting cross-category adoption can unlock store brand growth. Sara Williamson, Ph.D., Associate Professor of Marketing, SUNY College at Old Westbury, will present the findings at this year’s Private Label Trade Show. Click here for more information.

Trending: Spicy Snacks

The flavors of Wegmans Food Markets’ private label “Danny’s Dangerously Delicious” spicy dipping sauce” and “Born in Buffalo” wing sauce are now available in various salty snacks.

Among the selections:

Wegmans Born in Buffalo Snack Mix
Wegmans Danny’s Dangerously Delicious Kettle Chips

Legislative and Regulatory Updates

Stay ahead of the issues that matter. PLMA's PolicyWatch® Newsletter covers the latest government, legislative, and regulatory developments affecting the U.S. store brands industry. PLMA has announced that PolicyWatch® is now a registered trademark in the United States.

Read PolicyWatch®

Ideas and Inspiration - BJ’s, Gelson’s, Lunds & Byerlys

- Coffee stout and maple sugar are among the unique flavors of seasonings and rubs at Lunds & Byerlys, Edina, Minn.

- Gelson's Markets, Encino, Calif., has introduced private label spring water in cans.

- Media personality Kylie Kelce serves as brand ambassador for BJ's Wholesale Club. Wellsley Farms Gala Apples and Berkley Jensen Mint Hi-Tech Dental Flossers are among “Kylie’s Everyday Picks” - a special section of the BJ’s website. Kelce is also shown in a podcast-style video promoting the benefits of being a BJ’s member.

Store Tour: Uncle Giuseppe’s

Italian-centric grocer Uncle Giuseppe’s, based on Long Island, N.Y., opened its 13th store, located in Greenvale, N.Y.

Along with an abundance of fresh prepared foods, it carries a wide range of shelf stable private label items.

I recently toured the store and here’s what I found:

The new store in Greenvale, N.Y., opened in August.

Signature pasta sauces

Olive oil

Olive oil

Imported tomatoes

Breadcrumbs

Imported sun dried tomatoes

Antipasto specialties

Sampling stations

Gift baskets filled with private label specialties

Watch my video news report on the store here:

Notable Quotable - Curtis Mann, Kroger

"These scores are a reminder that great wine does not have to come with a big price tag."

- Curtis Mann, Master of Wine and vice president of adult beverage at Kroger, said after six wines from Kroger’s exclusive portfolio received scores of 91 points or higher from two of the wine world's most respected critics: Wine Enthusiast and James Suckling.

In response to the popularity of store brand wine, PLMA's 2026 Store Brand Marketplace, Nov. 15-17 in Chicago, will feature a dedicated Wine & Spirits section on the Show floor that gives buyers one-stop access to private label sourcing opportunities from around the world.