The Private Label Manufacturers Association (PLMA) is the perfect show to review at the end of the year because it provides a glimpse into which trends spotted through our research and attendance at all of this year’s shows and conferences are becoming mainstream products. The show continues to grow with 1,500 exhibiting companies from 40 countries and 25 international pavilions. A special feature of the show, The Idea Supermarket, showcased 468 new products.

Ethical Products in Demand

Retail brands showcased in the Idea Supermarket targeted consumers interested in food ethics including organic, fair trade and simple ingredient claims. Recent studies by Y-Pulse® note that young consumers between ages 18 and 34 are more aware of ethical issues surrounding food sourcing and production than older generations.
  • 64% of young consumers said there were not enough ethically-produced snacks available and 67% of them would pay more for ethically-produced snacks.
  • 70% of young consumers surveyed said they care about ordering protein that is sustainably raised or caught.
  • 63% of young consumers stated that they consider themselves an advocate for responsibly produced foods.

Ready for Mainstream

PLMA is the place to spot product categories with momentum to become mainstream. Plant Based Foods – This category includes plant based meat substitutes as well as pastas, snacks and a wide range of dairy products. Pizza – Perennially a popular product at this show, more options with vegetable based and gluten-free crusts were on display. Natural and Organic – From condiments to prepared entrees, it’s common to find these options in many product lines. Free-From and Fortified – Products free from ingredients like allergens and artificial ingredients were as common as those fortified with functional ingredients. International Cuisine – Countries in the broad Mediterranean region received the most attention.

International Appeal

Foods from Italy dominated the international pavilions with 57 exhibiting companies presenting food and beverages. Italy’s dedication to the private brand business was evident from the size of the delegation at this show that was significantly larger than at restaurant and specialty food shows earlier in the year.

Implications for Food Marketers

Enhanced Variety – More varieties of pantry staples like flour, sugar and mustard seen at the show appeal to today’s more food conscious consumer. Consumer Trust – The growth of trust in private brands often relates to the retail store, chef or celebrity behind the brand. Favorite Mash Ups – Popular flavors in unexpected forms like pancake and maple syrup dessert bars add new appeal to favorite foods.