The 2026 Private Label Trade Show will have exciting new features and programming to help attendees connect, discover, and grow.

On Nov. 15, the Opening Seminar Program will be preceded by the new Executive Education Insight Series, featuring expert-led workshops and discussions on the trends, challenges, and opportunities shaping the global private brand industry.

The invitation-only series will run in four sessions (two concurrent sessions at 10:00 a.m. and 11:00 a.m., each with a different speaker).

Strong retailer-supplier partnerships drive brand innovation, strengthen product offerings, and create new avenues for growth.

To gain the perspective of two leading retailers, PLMA has announced that top executives from Target and Ahold Delhaize USA will deliver separate breakfast keynotes at the 2026 Private Label Trade Show, November 15-17, in Chicago.

- John Conlin - Senior Vice President of Merchandising, Food & Beverage at Target -- will deliver the keynote address on Monday, November 16.

- Abby Cook - Senior Vice President of Own Brands at Ahold Delhaize USA – will speak on Tuesday, November 17.

Click here for more information about the keynotes and other Show speakers.

The women’s private label fragrance category is having a moment, as more store brand scents become beauty staples.

Dollar sales soared 59.2% to $48.9 million - and units climbed 36.8% to 5.7 million - for the 52 weeks ending August 9, compared to the same period the previous year, according to Unify+ from Circana/PLMA. This puts it in the Top 10 private label sales growth categories.

The rise can be attributed to several factors, including new product introductions and influencers touting private labels as affordable alternatives to luxury scents.

To better understand how shoppers perceive and choose store brand personal care products, PLMA has conducted the first study in its new Shopper Intelligence series.

“Store Brand Reach in Personal Care” reveals how shopper trust, category-level barriers and cross-category adoption can unlock new growth opportunities for store brand personal care.

Based on a survey of 1,500 U.S. shoppers, the study provides retailers and suppliers with evidence to help determine where to invest, which barriers must be overcome and how individual product opportunities can develop into broader category growth plans.

“The findings show that performance trust drives store brand adoption five times more than price, the proof shoppers need varies by category, and success in one category can increase the likelihood of adoption in another,” said Peggy Davies, PLMA president. “Personal care is one of the most promising open frontiers for store brands.”

A PLMA Live! presents Lunch & Learn webinar will be held October 1. Attendees will learn which proof points can motivate shoppers to switch to store brands and which cross-category pathways can turn a single-product purchase into broader personal care adoption. Click here to register.

PLMA will present the full findings during the Opening Seminars at its 2026 “Store Brands Marketplace” Private Label Trade Show.

Extending a yearlong pattern, store brand unit sales finished ahead of national brand unit sales for the eight months ending August 9.

Store brands increased by 0.3% in units, while national brands fell 0.7%, a spread of one full percentage point, according to Circana, PLMA's exclusive provider of sales data.

Store brands have outperformed national brands in unit sales in every month but one so far in 2026. Store brand unit share for the period came in at 23.5%, an all-time high.

Shoppers saved $20.5 billion by choosing the store brand version of the food or nonfood grocery product they purchased over the national brand version during the first six months of 2026.

In the first half of the year, 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 sold.

The midyear data from Circana confirms that store brands continue to represent significant savings for grocery shoppers. In fact, the benefits may be increasing. PLMA calculated consumers saved $35 billion in all of 2025 by choosing store brands over national brands. The midyear 2026 data projects that, at the current rate, the amount of annual savings will improve by 17% to $41 billion.

Retailers are pouring more resources into private-label wine as they expand their offerings and strengthen promotional efforts.

Albertsons, for instance, has introduced three new store brand varietals:

• The 2024 Vinaforé Willamette Valley Pinot Noir
• The Luna Chiara Valdadige DOC Pinot Grigio
• The Firefly Ridge Lighter Sauvignon Blanc

Among other promotional efforts, Gelson’s Markets includes its private label wine in gift baskets. One basket includes Gelson's Reserve Cabernet Sauvignon, along with a variety of store brand groceries, including chocolate chip bread, pasta sauce and spaghetti.

Male consumers are increasingly adopting cost-conscious purchasing habits.

In just six months, the share of men who search for coupons or promotional codes online rose 9 percentage points, from 34% to 43%, according to the Consumer Sentiment Study by market research consultant Alter Agents.

The percentage of men who shop sales events throughout the year increased from 38% to 46%, while use of credit cards that reward purchases rose from 39% to 45%.

58% of consumers say they don't care if a product is a national brand or private label. They just buy what they need, according to a NielsenIQ report, “A Tale of Two Consumers: The Polarized Mindsets Reshaping Global Consumption.”

Among other findings:

• 67% of Gen Z consumers believe private-label products are just as good as national brands.
• 68% of consumers view private-label products as a good alternative to national brands.
• 69% of consumers believe private-label products offer good value for money.
• About one-third of price-constrained consumers will switch to lower-priced products or whichever brand is on promotion.

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

Read Policy Watch

Fresh thinking to attract customers, increase sales, and build loyalty

• Wakefern’s Bowl & Basket thin crust white pizza is made with mozzarella cheese, spinach and a white sauce.
• Stewart’s Shops has introduced cold brew coffee in half-gallon containers.
• Costco’s new Kirkland Signature Ultra Soft Diapers feature a breathable outer cover and a comfortable hypoallergenic liner that is said to be gentle on the skin.

Liquid water enhancers add flavor to plain water. Tangerine and Fruit Punch are among the flavors in Harris Teeter’s private label line.

“By tapping into our own ordering and search data, we were able to identify the flavors and products our customers were craving most and turn those insights into a private label assortment designed specifically around their tastes.”

- Jillian Jensen, General Manager of Private Label Merchandising at Gopuff, said of the new limited-time fall-themed additions to its Crave Shoppe and Basically private label brands.

Selections include Crave Shoppe Iced Pumpkin Cake, Pumpkin Donut Holes, Cheese Danish, Mini Apple Fritters and Bourbon Salted Caramel Fudge; and Basically Apple Cider.

Cyndi Loza, Senior Editor at the Path to Purchase Institute, discusses the power of Retail Media Networks.