PLM Supplemento Fiere: Marca 2026 (english version)

INSERT

January

2026

ENHANCE YOUR BUSINESS 13 o Genn2a6i 20

14-15 Gennaio 2026

NAL O I T A N INTER E VI E W R P S R B U YE

22 a EDIZIONE

www.marcabybolognafiere.com

SUMMARY

03 Marca by BolognaFiere & Adm 2026: the innovation ecosystem of private label

04 18

Private label sales and shares on the rise across Europe

Private labels steam ahead in Italy’s consumer goods market: data, drivers and strategies

32 49

Must-see events at Marca 2026

New consumption trends, digitalisation and sustainability: the private label sector at Marca 2026

Marca Awards 2026: when private label becomes excellence

63

Insert of PL Magazine of January 2026 Editor in chief Armando Brescia

Edited by Fabio Massi

Editorial director Maria Teresa Manuelli

Creative director Sara Mauri

Contacts redazionedm@edizionidm.it Tel. 02/20480344

Head of editorial EDM Claudia Scorza

Editor Edizioni DM Srl Via G.Piazzi, 2/4 20159 Milano P. Iva 08954140961

Advertising Ufficio commerciale: commerciale@edizionidm.it Tel: 02/20480344

Publishing director Stefania Colasuono

There is no guarantee that we will publish the original versions or any part of submissions (texts, articles, news, images, data, charts, research, etc.) sent by authors outside the Editorial Board. Submissions may, however, be published in a revised form for editorial reasons. It should also be noted that sending a submission constitutes an automatic authorisation by Edizioni DM Srl to publish it free of charge in all its publications.

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Discover Golden Delicious apples from Val Venosta: excellent quality and authentic taste, 365 days a year.

New consumption trends, digitalisation and sustainability: the private label sector at

Marca 2026

In the Italian and European Fmcg landscape, private label has played an increasingly key role, evolving from a mere price alternative to a strategic lever for innovation, differentiation, and consumer engagement. In this context, Marca by BolognaFiere & Adm reaffirms its position as a leading platform for interpreting the evolution of private label and for connecting retailers, manufacturers, and stakeholders across the entire supply chain. The 22nd edition, scheduled to take place at the Bologna exhibition centre on 14 and 15 January 2026, is set against a backdrop of profound market change, marked by new consumption trends, an increasing focus on sustainability, and an unprecedented acceleration of digital transformation.

Today, private label is tasked with responding to complex challenges, such as ensuring quality and affordability in a cost-pressured environment, maintaining consumer trust in an era of greater informational transparency, and contributing to Esg goals across the entire value chain. Marca 2026 thus becomes the venue where these trends take tangible form, a platform for dialogue and innovation, serving as a reference point for those who view private label not just as a product, but as an industrial and cultural strategy for contemporary retail.

In the new layout with 9 pavilions, featuring both exhibition aisles and opportunities for discussion, the fair offers an updated snapshot of the main categories in fast-moving consumer goods, highlighting how the collaboration between retail and industry is evolving towards more integrated and value-driven models. From supply chain management to product traceability, from packaging sustainability to the use of data with a view to optimising assortments and pricing, private label emerges as a testing ground capable of anticipating trends and market models.

MARCA 2026

3

Marca by BolognaFiere & Adm 2026: the

innovation ecosystem

of private label

Rossano Bozzi, Head of the Heritage BU at BolognaFiere, pointed out how private label in Europe is experiencing structural growth, driven by innovation, sustainability, and quality: «Against this backdrop, Marca by BolognaFiere & Adm stands out as the go-to platform for the development of the sector. Adm, a pivotal partner of Marca, actively contributes to the evolution of the event, providing current insights into the needs of retailers and manufacturers. The 2026 edition will feature new exhibition formats and thematic areas that highlight all aspects of the event: from food to fresh produce, from non-food items to tech solutions, showcasing the most innovative offerings from companies and retailers at a crucial time for defining private label assortments. The fair gains a stronger international footprint by delivering initiatives dedicated to foreign buyers, strengthening Bologna’s role as the European hub for private label. The conference programme will provide an opportunity for discussion on market scenarios, innovation, and regulation, outlining future prospects and reaffirming Marca by BolognaFiere & Adm as a not-to-be-missed event for the growth, differentiation, and international visibility of modern retail».

Rossano Bozzi, Head of the Heritage BU at BolognaFiere

The 2026 edition will feature new exhibition formats and thematic areas that highlight all aspects of the event, showcasing the most innovative offerings from companies and retailers at a crucial time for defining private label assortments.

The format of Marca by BolognaFiere & Adm is inherently innovative and unique in the international exhibition landscape, as it is the only event where organised modern retail is directly represented.

Antonella Maietta, Exhibition Manager of Marca by BolognaFiere & Adm, will help us take stock of all the distinguishing features that will define the event.

What will be the main innovations of the 2026 edition of the fair compared to previous years?

«The format of Marca by BolognaFiere & Adm is inherently innovative and unique in the international exhibition landscape, as it is the only event where organised modern retail is directly represented. In 2026, this model will be further enhanced with a significant change: the number of participating brands will rise to 28, the highest ever reached, thanks to four new entrants. Alongside this growth, the 2026 edition will also evolve in content, becoming a true innovation ecosystem. With the launch of Marca Trend, the fair combines exhibition and trend analysis, showcasing the transformations in private label and evolving into a

4

Antonella Maietta, exhibition manager of Marca by BolognaFiere & Adm

comprehensive expertise platform. Another innovation will be the new positioning of the Marca Fresh and Marca Tech areas, which will be located in Pavilion 19».

Private label continues to grow in both share and significance. How will the fair reflect the new needs of retailers and manufacturers?

«The fair will reflect this evolution by placing product innovation, sustainability, and added value at the core. Through Marca Trend and the conference programme, the event interprets the new needs of retailers – from offer differentiation to focus on higher-end products – translating them into tangible opportunities for manufacturers».

In recent years, the fair has gained a stronger international footprint: What initiatives are in the pipeline to attract foreign buyers and professionals?

«The International Buyers Preview on 13 January, i.e. one day before the event begins, will be exclusively dedicated to B2b meetings between international buyers and companies. This initiative represents a strategic tool for internationalisation and business development, not just an early preview visit. We have also strengthened our international inbound activities, and, thanks to our collaboration with the Ice Agency, we will host delegations from the United States, Canada, China, India, and Japan, in addition to those from Europe. We have already profiled more than 5 thousand buyers, while international participation, including in terms of exhibiting companies, is steadily increasing.

For foreign professionals, the direct presence of retailers at the fair makes Marca particularly attractive for gaining insights into the strategies of modern European retail».

The 2026 edition will also evolve in content, becoming a true innovation ecosystem. With the launch of Marca Trend, the fair combines exhibition and trend analysis, showcasing the transformations in private label.

Thanks to our collaboration with the Ice Agency, we will host delegations from the United States, Canada, China, India, and Japan, in addition to those from Europe. We have already profiled more than 5 thousand buyers, while international participation, including in terms of exhibiting companies, is steadily increasing.

What topics will guide the conference programme on 14-15 January, and what key messages do you expect to emerge for the future of private label?

«The conference programme will be strongly focused on the future of private label and its role as a strategic development tool, capable of generating value across the entire supply chain. There will be focused sessions on regulatory scenarios, sustainability, supply chain innovation, and competitiveness. Topics such as the Ppwr, the evolution of packaging, collaboration between industry and retail, and the strategic role of private label will guide the discussions».

MARCA 2026

5

LIFE IS BEAUTIFUL WITH Italian seasonal fruits and vegetables grown exclusively in Italy, in the most suitable areas for each species and seasonality, using the integrated production method that guarantees quality, authenticity and freshness. A wide range of fruit and vegetable in season, produced according to rigid guidelines where each step expresses the high level of innovation and quality reached: the best flavour, maturity, packaging, innovation and chain management.

www.solarelli.it

Rise in

segmentation of

retailers

’

offerings

Gianluca Casadio, Marketing Manager at Apofruit, stated that PL in Italy is continuing to grow: «The private label market has exceeded € 15.6 billion, reaching a share of about 30.5%. For our company, which specialises in large-scale retail production, Marca is therefore a strategic venue where we can meet our main business partners, and a showcase for our quality, sustainability and innovation. Ties with large-scale retail have always been one of the growth engines of our company, and the spread of PL has opened up new and important development opportunities, generating further investment and greater value for our manufacturers. In recent years, in Italy and abroad, we have seen a growing segmentation of retailers’ offerings. This has led our manufacturers to speed up the process of specialisation. This process involves innovation to foster variety and find new preservation techniques, but also the development of increasingly practical and sustainable packaging solutions.

Thanks to the quality of our products and our constant commitment to the pursuit of excellence – from Dop and Igp products to the more recent varietal innovations – we have managed to stand out in the production landscape and attract the interest of national and international retailers».

A host of innovative fruits Apofruit will be showcasing many new products at the fair. «At the upcoming edition of Marca we will bring the entire range of our most innovative products, naturally in line with seasonal availability – Gianluca Casadio explained – such as the Dulcis kiwi, a brand new variety of green kiwi 100% made in Italy, characterised by its sweetness and flavour typical of yellow varieties. We will also be presenting the entire high-quality Solarelli basket, our premium fruit and vegetable line, the Chicche di Natura range of small fruits, the Joya apple, the new Fred pear and Candine apple, for which we hold exclusives in Italy in the areas of production and marketing».

MARCA 2026

7

PL plays a

major

role

in the organic segment

According to Paolo Pari, Marketing Manager at Canova, Marca has become a keenly awaited and important event: «This year too we plan to meet all our major clients over the two days, and take advantage of the opportunities we know the fair offers. The fact that it takes place at the beginning of the year is another point in its favour. For our product category – organic fruits and vegetables – PL continues to play a major role today, but it is also possible to make room for the brand by focusing on product innovation. Canova is the company in the Apofruit Group that is dedicated wholly to the marketing of organic products, and is a licensee of the Almaverde Bio brand for the entire fresh fruit and vegetable category, Ready to Eat and Ready to Heat ranges, and dried legumes. Our commercial strategy is based on the ability to manage the category through a broad offer, with positioning and services in keeping with contemporary distribution standards».

Spaces to make organic more accessible and innovative At Marca 2026 the company will give ample space to one of its distinctive features: the Almaverde Bio Islands. «This project seeks to make organic products more accessible and innovative through close collaboration with the distribution area – Paolo Pari explained – the Almaverde Bio Islands are spaces in large retail outlets for the sale of organic fruit and vegetables, managed directly by us. Direct management makes it possible to immediately transfer to the consumer all the opportunities that come from production: new sales formats, new varieties, seasonal solutions or differentiated offers».

MARCA 2026

9

Private label as a tailor-made

strategic

project

Lorenzo Fontanesi, Private Label Sales Manager at Gruppo Casalasco, emphasised that Marca remains an unmissable event: «The fair is a key indicator for a sector where private label is no longer just an alternative, but a strategic asset for both retailers and manufacturers alike. Our expectations are high, underpinned by a context where private label is steadily rising in Italy and abroad. Today, consumers are no longer just seeking cost-effectiveness, but also a high added value. The prevailing trend we are seeing is a shift towards products that combine premium quality and sustainability. Furthermore, there is a growing demand for specific and distinctive raw materials, capable of reflecting a brand’s unique identity. With the new Innovation Center, we are transforming the integrated supply chain experience into a unique value proposition. We go beyond the concept of private label as a low-cost option: for us, private label is a tailor-made strategic project.

With 70 packaging lines, we afford extreme flexibility when it comes to customising blends and packaging».

The new basil supply chain In 2025, Casalasco Group embarked on a new project. «Our real innovation, launched last year, is the basil supply chain – Lorenzo Fontanesi explained – which complements the tomato supply chain. It opens up new prospects for both exports and the domestic market, while meeting the highest standards of quality and sustainability. Together with these key elements, innovation, customisation, and our deep industry experience form the three pillars that empower us to elevate our partners’ business to new heights».

MARCA 2026

11

Amplifica il gusto del tuo benessere, con la nuova linea di prodotti pensata per te che vuoi sentirti bene con gusto.

Private label

continues to be a driving force

innovation

for , quality and customer loyalty Alessandra Corsi, Marketing Director for Assortment and Private Label at Conad, stated that Marca is a strategic event, a unique opportunity to strengthen valuable relationships with partners and manufacturers: «Today, private label is at the heart of our strategy, and with a 34.1% share of revenue in the hypermarket channel and over 6,000 SKUs spanning more than 300 categories, it continues to be a driving force for innovation, quality, and customer loyalty. The most interesting trends of recent months bear out the strength of our five strategic pillars: cost-effectiveness invariably paired with high-quality standards; well-being combining taste, nutrition, and lifestyle; sustainability and natural ingredients throughout the supply chain and in packaging; convenience and service; and a premium experience that offers moments of indulgence and discovery. Macro trends that provide the ideal backdrop for showcasing at the fair an assortment that reflects our identity and anticipates consumer needs. In 2025, our private label focused investments on the revamping of the Piacersi brand in the health & wellness sector, the growth of the Essentiae Lab brand for personal care, and the strengthening of our commitment to sustainability as a core value of the brand».

So many new things in so many categories At Marca 2026, Conad will showcase some of the most distinctive innovations launched in recent months. «In the premium segment, we will showcase true icons of flavour – Alessandra Corsi explained – such as Dubai-style chocolate, a selection of oils from prized cultivars, and the new Premium Tonic Water, designed for the most discerning palates. In the health and wellness segment, we bring innovations such as sugar-free jams, 100% Almond Spread, bresaola sticks, and protein sandwich bread. The offering is further enriched by new shortcrust cookies, distinctive pestos, Essentiae sun care and hair styling lines, as well as Petfriends innovations for animal well-being. A dynamic assortment that anticipates trends and enhances every consumption occasion».

MARCA 2026

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Special Effect Social Effect

We believe in local cultures, in people, in places.

We believe every small business has the power to create shared growth by coming together and working side by side.

Food, knowledge, and conscious choices are what bring us together. consorziocoralis.it

PL is increasingly a

distinctive retailers feature for

Eleonora Graffione, President of Coralis, declared that Marca by BolognaFiere & Adm is an event of great importance for the world of contemporary distribution: «It grows each year in terms of numbers and interest, and is a not-to-be-missed event for those operating in the sector. The event was created with the aim of promoting private labels, which continue to expand within retailers, and represent a veritable distinguishing feature. The fair is a chance to get in touch with new copackers, discover production innovations and gain access to emerging markets, anticipating trends and new business opportunities. Looking at trends observed in recent months, the grocery and fresh sectors are particularly dynamic, with possibilities for development concentrated on quality and product innovation. Marca is a strategic venue for acquiring information, networking and capturing the new trends of modern distribution».

Collections for every need The company will be presenting its relatively new Bontò, Todo and Verdeblu collections. «With Bontò and Todo we have developed a range designed to meet daily shopping needs – Eleonora Graffione explained – ensuring the continuity, breadth and reliability of consumer products, while maintaining distinctive features. Verdeblu, on the other hand, is the most outstanding project: a collection dedicated to the agri-food excellence of Italian micro-territories, selected directly by our partners and by local suppliers. By sharing competence and an efficient logistics network, typical niche products can cross regional borders and reach store shelves all over Italy, giving importance to small-scale manufacturers and offering customers an increasingly rich and quality basket».

MARCA 2026

15

It is essential to ensure

quality

, safety

and affordable prices

For Matteo Ghini, Head of Marketing and Business Intelligence at Consorzio Promotre, Marca represents a strategic opportunity to discover new trends and engage with suppliers and competitors: «For PiùMe, this is a key venue where we can showcase our branded lines and exclusive products: a constantly evolving selection resulting from a commitment underpinned by experience, expertise and the ability to seize new opportunities. We work with reliable partners to meet the needs of discerning consumers who appreciate the value of a brand that guarantees quality, safety, and affordable prices. Our efforts have primarily focused on two main areas. On the one hand, we have enhanced the flexibility and speed of our processes to capture emerging trends more effectively, even offering deliberately limited assortments tied to current fads, such as certain products in the Promo3 Professional Haircare line. On the other hand, we have placed major emphasis on specialisation, which we believe to be a significant and recognised need for a wide range of customers, introducing the Clean 360° Professional line in home hygiene and the Be.Natural skincare line in personal care».

Three blossoming brands The company’s goal is to make its private label ever more distinctive, contemporary and capable of reflecting the values of the PiùMe brand, offering customers quality, service and an affordable price. «With this in mind, we are working to further develop the three brands launched recently – Matteo Ghini explained – which follow current trends: in personal care, Promo3 Professional Haircare offers high-quality hair products in line with the latest trends, while Be.Natural features skincare products, featuring specific active ingredients such as centella, vitamins and hyaluronic acid, are designed for a young audience. In the home hygiene sector, Clean 360° Professional offers cleaning products intended for discerning consumers who do not want to compromise on professional quality at an affordable price».

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Private labels

ahead

steam in Italy’s consumer goods market: data, drivers and strategies Private Labels are continuing to gain in strength in Italy’s consumer goods market, evolving from a price alternative to a strategic driver for product differentiation, customer loyalty and value. The PL perimeter is being reshaped by inflationary pressure, new buying habits and a growing focus on quality and sustainability. We talked about this with Alfonso Giuliano, Retail Country Leader at Circana Italy, analysing current trends and attempting to grasp how retailer categories, channels and strategies are changing.

Can you tell me about PL performance in 2025, and the most interesting trends in terms of consumption?

«Last year PL sales continued to grow, strengthening its role in fast-moving consumer goods. Overall, in the first 11 months of 2025 PL grew by 4.4% in value and 2.9% in volume, rising above the 30 per cent market share, 0.3 percentage points up on 2024. This result is particularly significant if we consider the continuing state of “ordinary uncertainty”, marked by renewed inflationary pressure and prudent consumer habits.

With regard to the most interesting PL trends, we see an increasingly careful and selective consumer: spending on essential goods is growing, as is spending on products related to wellbeing. The purchasing mix moves from the lowest price to higher price ranges, and the premium segment is gaining ground, a sign that the consumer is not only looking for cost-effectiveness, but also quality and values such as sustainability and local suppliers».

In which segments is the private label most dynamic, and in which do consumers remain more loyal to traditional brands?

«The “core” areas of PL, where the competitive position is already strong, are more dynamic: growth is strong in the ’very fresh’ segment (fresh fruit and vegetables and meats), with value increases of up to

18

Alfonso Giuliano, Retail Country Leader at Circana Italy

Private Labels are continuing to gain in strength in Italy’s consumer goods market, evolving from a price alternative to a strategic driver for product differentiation, customer loyalty and value.

1 per cent, thanks to a focus on quality and assortment. The ’frozen’ segment too has seen good growth (+2.3%), with PL taking its share above 30 per cent.

The beverages market as a whole is basically steady, and for the more “emotional” products – such as beers, champagne and liqueurs – consumers remain loyal to traditional brands».

Looking at the different channels – supermarkets, hypermarkets, discount and online – how is the role of PL changing? Do some formats contribute more than others to its expansion?

«PL is growing in value in all channels, but the strongest push is coming from traditional large-scale retail formats. Supermarkets and convenience stores, together with hypermarkets, generate more than half of PL omnichannel growth. The Discount channel remains a stronghold, with a share in excess of 60% and continuing positive growth, notwithstanding more mature dynamics. In the online channel, PL performance is steady, with positive results».

Sustainability, local supply chains, more transparent labels: how much do these drivers weigh on consumer choices and the strategies of retailers who invest in PL? «These drivers have become central to consumer choices and retailer strategies. Sustainability is perceived as an essential value: organic lines, recyclable packaging and short-chain products have become crucial in differentiating products on offer in general, therefore also for PL they are decisive in strengthening its position and giving a concrete response to the needs of consumers who are increasingly aware and demanding when it comes to questions of transparency and quality. This approach, combined with segmentation of the offer (premium, health-conscious, local), has turned PL from a simple economic alternative into a strategic player».

In 2025, the role of private label brands in the Italian market continues to consolidate

Omnichannel

Hypermarkets

4,4 2,9

1,4

Superstore

Supermarkets

Small self-service stores

6,8 5,4

6,8 5,5

Trend PL vs YA Values

Volumes

4,7 3,1

Discount

3,0 1,3

Home and personal care specialists

3,6

6,0

-0,7 % PL Value Share Change in points PL Value Share

Petshop

1,6

Online

0,3 -1,6

0,0

30,6

20,0

20,3

24,4

24,7

63,1

7,4

34,4

12,7

+0,3

+0,3

+0,3

+0,5

+0,8

-

+0,1

-0,4

-1,0

Source: Liquid Data . Packaged Consumer Goods. Progessive Year to 23-11-2025.

Circana, LLC | For public use

1

MARCA 2026

19

Quality, reliability

ability

and to innovate

Covim’s participation in Marca 2026 represents – as Paola Macoggi, Vice President of the company, pointed out – a strategic and vital event: «Our objectives are clear: to consolidate partnerships with long-standing clients, strengthen ties based on trust and continuity, and grasp new opportunities with Italian and international chains interested in high-performance, sustainable and high-quality PL solutions. With the strong growth of PL in Italy and in Europe, quality, reliability and ability to innovate are key factors for success. At Marca Covim intends to confirm its role as a reference retail partner by virtue of a comprehensive offer capable of interpreting emerging market trends. The fair is also a great opportunity to present new solutions developed together with clients, talk with buyers about consumption trends and build new business opportunities in an international context with high added value. A highly evolved logistics structure also helps to strengthen Covim’s positioning, with an automated hub designed to ensure efficiency, precision and speed in storage and distribution operations. A storage capacity of up to 6,000 pallets allows optimal flow management, ensuring continuous supplies and a reliable, flexible service».

Marca Lounge official sponsor This year Covim will be the official sponsor of the Marca Lounge, a central space for networking and for institutional and business meetings. «This role confirms the company’s willingness to be an active protagonist in the development of the PL sector – Paola Macoggi explained – we will also be participating in the Smart Label Award, recognition of the most innovative, technologically advanced and sustainable products on the PL scene».

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Private label is capable

competing

of on perceived quality and shopping experience

Pietro Poltronieri, Director of Private Label at Crai, is primarily looking forward to gaining deeper insights into the key market trends at the upcoming edition of Marca: «Additionally, we expect to get an exclusive preview of the new products that manufacturers will present at the fair, in terms of product and industrial approach, which we believe to be a distinguishing element. The fair will provide a key opportunity for our brand to engage with the market, enabling us to capture relevant innovation insights for the future development of our private label. In recent months, both in Italy and internationally, we have seen a gradual recovery in the health and premium segments, which remain key growth drivers for our private label. Against this backdrop, differentiation plays an increasingly key role, extending beyond just formulations to include packaging, which today serves as a strategic tool to communicate product value, positioning and sustainability. This evolution reflects an increasingly mature private label, capable of competing not only on price but also on perceived quality and shopping experience».

New launches: from entry-level to premium selections Among the most exciting new launches Crai will present at the fair is the Larancio range. «It is an entry-level range comprising around 150 products across both food and non-food categories – Pietro Poltronieri explained – designed to dominate the value segment. At the same time, we have focused on strengthening our health-conscious and premium offerings. On the one hand, we have expanded our lactose-free range, particularly in the ice cream and dairy segments, to meet the growing demand for lighter options suited to various dietary needs. On the other hand, we have developed higher-value propositions within the La Rosa dei Gusti line, such as ready meals, yogurt, panna cotta, and a selection of panettoni with regional specialties, highlighting local ingredients and traditions».

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Quality, soundness and craftsmanship from

Puglia

Per Giovanni D’Ambruoso, President of Delizia, said that Marca is an event that has always been very important for the company: «This year we have great expectations, and two main goals. The first is to consolidate ongoing commercial initiatives that have been going very well for us this year, notwithstanding the various wars and international crises. The second is to create new partnerships with the aim of promoting the excellence of products made in Puglia all over the world. Our main assets are quality, solidity and experience, and we are able to guarantee production of the best crafted specialities made in Puglia. On the one hand we boast expert cheesemakers, who continue to manually create outstanding dairy products of our territory, on the other we have cutting-edge technologies and state-of-the-art factories, capable of optimising every stage of the supply chain. Thanks to this formula, combining the traditions of yesteryear with advanced industrial technologies, we are able to respond promptly and effectively to any type of request, without lowering the quality of what we have to offer».

Award-winning dairy excellence At Marca, the company will focus in particular on some areas of excellence. «One is our burrata – Giovanni D’Ambruoso explained – given the accolade as best in the world at the World Championship Cheese Contest in 2024. This year we have won 7 awards, including 2 gold medals for Burrata and Cave-aged Caciocavallo Cheese.

We will be showcasing our Stracciatella in a piping bag and our Mozzarella, still made according to age-old local tradition. We expect Deliziosa’s top attraction this year to be the Frozen line which, thanks to a rapid-freezing technology, guarantees a much longer shelf life, preserving the quality of the offer. With this technology, we are able to bring the true dairy traditions of Puglia to even the most distant markets».

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An Italian story since 1960

Since 1960 we have put down roots in Italy and, year after year, we have grown with new stores.

People are the beating heart of the great Despar family. Thanks to their commitment, professionalism and passion, we offer our customers the best shopping experience, built on quality, service and value.

We work with over 500 small and medium-sized enterprises, 97% of which are Italian, forging partnerships to create Despar-branded products.

We support local communities through activities and initiatives with a social impact, bringing added value to the areas in which we operate.

Find out more at desparitalia.it

1.323 stores

over

14.000 employees

4.000

Despar-branded products

6 times Retailer of the Year

PL as a driver of

identity

, innovation and interaction with the territory

For Michela Cocchi, Brand Manager at Despar Italia, Marca represents a strategic opportunity to substantiate PL’s central role for the brand: «Today, PL accounts for about a quarter of our turnover, and continues to be one of the main drivers of identity, innovation and interaction with the local territory. Marca will be an invaluable opportunity to meet and talk to partners and suppliers, share visions and move supply chains increasingly toward quality and sustainability. In recent months we have observed a consolidation of branded products, both in more traditional categories and in those with higher added value. Specialised, value, premium and local-specific segments are all growing, showing themselves to be crucial competitive advantages. The result is a strong polarisation of the offer, with consolidation in both entry-level and premium lines. We expect a further expansion of health-conscious, value and high-protein products, and a growth in ready-to-eat products, which have become an integral part of new consumption habits. In this scenario, our PL will continue to evolve, focusing on innovation, sustainability and a focus on territorial excellence, which is our hallmark».

A host of new products for growing segments In recent months, Despar has placed greater emphasis on the S-Budget convenience line, and developed new health-conscious, value, high-protein and ready-to-eat products. «Among the products we will launch in the first weeks of the year – Michela Cocchi explained – will be a 100% plant-based “alternative” burger, added to the Veggie range, a line of sandwiches with innovative Enjoy brand fillings for the food-to-go line, as well as a new range of small red fruits (blueberries, blackberries, raspberries) that will broaden our fresh offer in the Despar mainstream line. After that we will then introduce a series of Asian products (noodles and ramen) to the Despar range to cater to new trends».

MARCA 2026

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FIOCCO un brand Essity PLD

tissue

The between sustainability and accessibility Valentina Battagin, Trade Marketing Manager for Essity’s Private Label Division Italy, declared that at Marca 2026 she expects to see many quality products, meeting different needs and different consumers, with a focus on sustainability and wellbeing: «Looking at relevant trends for tissue, both at home and abroad, the question of sustainability is taking centre stage, relating to both raw materials and packaging; PL is rapidly aligning itself with these needs, sometimes leading the way. We are working on new solutions to offer to our customers, especially in this direction: we believe in the coming decades the tissue market will have to deal with climate change, which is of course already underway, and to do everything possible to mitigate its long-term effects. For all products in the sector, however, the key word is accessibility. These product categories go into the shopping cart of all Italian families every month, and tissue products must be affordable, and offer consumers an effective response to the decline in purchasing power. This is why we invest millions of euros every year to raise the efficiency of our production processes».

Two ecological and innovative new products In line with domestic and international trends, the company will present two new products at Marca. «Fiocco Erba is the first ecological toilet paper to use grass fibres – Valentina Battagin explained – it contains up to 20% grass fibres harvested from permanent grassland, a renewable resource that grows back fast. This type of production reduces water and energy use, resulting in a reduced environmental impact. Dermatologically tested, it is safe, soft and delicate for the whole family, with recyclable packaging using 50% recycled plastic.

Looking at Scented Toilet Paper, using new technology that reduces bad bathroom odours, we will introduce Fiocco Tramonto in Provenza (with eucalyptus and lavender fragrance) and Fiocco Notti D’Oriente (with golden amber and sandalwood fragrance) in limited editions».

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The consumer is looking for cost-effectiveness,

quality

and sustainability

Nathalie Jacquet, Sales Manager for Retail & Co-packing and Marketing at Eurial Italia, said that participating in the 2026 edition of Marca will raise the company’s visibility: «We want to consolidate our position as a trusted partner in the development of PL. We will be presenting the latest industrial investments and new launches, confirming our commitment to innovation and growth. We have seen several trends in recent months in the private label sector, starting with the growth of probiotic products: the focus on intestinal health drives the demand for foods such as yoghurt and fermented beverages, which support the microbiota. In response to inflationary pressure, Italian families are looking for food solutions that combine convenience, quality and sustainability, seeking in particular value for money. PL products certainly fit the bill. Finally, we noticed an increase in demand for products suitable for consumers with food intolerances – especially lactose-free products – who are increasingly aware of these dietary issues».

Tasty and light novelties Eurial Italia will unveil several new features at the 2026 edition of Marca. «We will be presenting the launch of our new lactose-free 450 g white Kefir – Nathalie Jacquet explained – developed in response to current market trends. We will also focus on some products that we have been developing in recent months, such as Bifidus, a speciality of ours, and Stracchino, which we are relaunching in our offer. At the fair we will also announce the debut of the new Eurial Italia website».

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31

Private label sales and shares on the rise across Europe In the panorama of European mass consumption, PL is no longer a simple alternative to industrial brands, but a structural component of the market. Private labels have exceeded 40% of grocery sales (in value) in many countries, taking up a central role in retailer strategies and consumer choices. Driven by inflationary pressures, a growing attention to value for money and an increasingly varied offer, Private Label is redefining competition and consumption models throughout Europe.

In more mature markets such as Switzerland, Germany and the United Kingdom, and booming ones such as Spain and the Netherlands, the growth of private labels varies according to channel and product category. Value products have been joined by premium, sustainable and specialist lines that can cater to new consumer needs and boost brand loyalty. These trends are confirmed by the most recent figures, opening up interesting prospects for European retailers, who are called upon to offer a balance of convenience, innovation and value throughout their supply chain.

According to NielsenIQ, the turnover generated by the sale of PL products in the 17 European countries monitored during the year ending October 2025 amounted to € 384 billion, a growth of about 3.7%, or € 13.8 billion. As a result of this increase, the share of the consumer goods sector in general rose to 38.7% (+0.3 percentage points).

European markets remain among the largest globally, with 12 of them showing a share in excess of 30%, and 8 actually exceeding 40%.

The countries with the highest growth in the share of private labels are Spain (+1.1 percentage points), Austria (+0.7), Netherlands (+0.5) and Poland (+0.5), while Switzerland, in addition to having the highest percentage among the 17 countries monitored (52.3%), is the only one in Europe to exceed the 50% threshold. The three largest European markets, Germany, the United Kingdom

32

Private labels have exceeded 40% of grocery sales in many countries, taking up a central role in retailer strategies and consumer choices.

According to NielsenIQ, the turnover generated by the sale of PL products in the 17 European countries amounted to € 384 billion.

Sweets and snacks, healthcare products and paper products are the top three categories by PL share of the European market, with an average of 34.5%, or a total of € 136 billion in the 17 countries monitored.

and France, boasted an overall share of 40.3%, up 0.2 percentage points compared to the previous year.

In Spain and Portugal PL gained about 1 percentage point, the highest growth being in the confectionery and snacks sector (+1.7), while the pet food sector underwent some difficulties (-1.0). In Belgium and the Netherlands, the share of private labels rose by 0.2 points, with healthcare products posting the highest growth (+1.6 points). However, six categories continued to decline, mainly pet food (-2.4), homecare products (-1.3) and frozen foods (-0.8).

and paper products are the top three categories by PL share of the European market in terms of value, with an average of 34.5%, or a total of € 136 billion in the 17 countries monitored.

In eastern Europe too the market share of PL is growing, albeit moderately (+0.5 percentage points), the biggest increases recorded by packaged foods with long shelf life, fresh foods and homecare products. The share for Scandinavian countries remained steady, with some sectors showing declines, the most significant of which was recorded for pet food (-1.3), followed by frozen foods (-0.4) and homecare products (-0.2). Nevertheless, 5 of the 11 categories monitored posted growth, with the healthcare sector (+0.3) leading the way. NielsenIQ data also show that sweets and snacks, healthcare products

MARCA 2026

33

Consumption driven by taste,

wellbeing sustainability

and

Annalisa Fiore, ceo of Fiore di Puglia, declared that for the upcoming edition of Marca by BolognaFiere & Adm the company’s goal is to consolidate already active partnerships and open up new opportunities, thanks in particular to the expansion of its most strategic lines, such as gluten-free products: «For us Marca is a key opportunity to make contact with contemporary distribution, and an opportunity to present novelties in our range, which is increasingly oriented towards quality, innovation and service.

We have seen very clear PL trends over the last few months: a growing focus on products that combine flavour and wellbeing, a strong orientation towards “free from” – in particular gluten-free – and a growing interest in solutions with essential ingredients rich in beneficial properties. There is also a greater sensitivity towards sustainability and responsible packaging, and we are investing heavily in these areas. We work so that our recipes, both traditional and new, are able to respond to the new demands of Italian and foreign markets, keeping intact the link with Puglia and with our identity».

An innovative healthy snack The company will be presenting the most significant novelties of its work in recent months. «The pomegranate tarallo (round breadstick) is a unique product of its kind, and is destined to rewrite the very concept of a healthy snack – Annalisa Fiore explained – it is the first gluten-free “longevity” tarallo, designed to be a daily ally of wellbeing. The properties of pomegranate help to counteract oxidative stress, reduce inflammatory processes and, with its natural zinc content, support immune defences and cell health. A perfect balance between flavour and functionality, and the result of intense research. We will also be presenting the expansion of our gluten-free line, which we have continued to invest in, offering a sensory experience that is as close as possible to the traditional product».

MARCA 2026

35

FOR EIGHTY YEARS, TA I LO R I N G T H E F U T U R E OF C HO C OL AT E

vanini_cioccolato

www.vaninicioccolato.com

Bologna Fiere 14th-16th January 2026

HALL 26 - BOOTH B88/C89

Interpreting

trends different

, languages and consumption occasions

Giovanni Agostoni, Global Marketing & Sales Director at Icam Cioccolato, explained that at Marca 2026, the premium brand Vanini’s new offerings will take centre stage, showcasing the company’s ability to interpret trends, languages, and different consumption occasions: «In a setting like Marca, this approach reflects the versatility and expertise we can offer to the brands of large-scale distribution.

Once again this year, we reaffirm our position as a leader in the private-label sector, a strategic pillar of our business that in 2024 accounted for around 40% of total sales. A position built over time and strengthened by 80 years of experience in cocoa processing, which today enables us to support large-scale retail chains in Italy and abroad as a trusted and highly skilled partner. We support our partners by supplying chocolate bars and chocolate-based products that reflect the main market trends, with a strong focus on recipe quality, sustainability, and an increasingly integrated approach to packaging design and materials, developed in close collaboration with our retail partners».

A range rich in new offerings Among the key new products the company will unveil at Marca is the new Tasting Experience Double Banana Split. «A bar that reimagines an iconic dessert with a modern twist – Giovanni Agostoni explained – a double layer of banana-flavoured white chocolate, enriched with cocoa nibs, combines with the bold character of dark chocolate to create a unique balance of creaminess, sweetness, and intensity. The Tasting Experience range will also feature the Winter Editions, two new products created to celebrate festive flavours (a milk chocolate bar with Panettone and candied orange peel, and a Gingerbread Biscuit bar) alongside the Peru 82% single-origin with rum and the relaunch of the historic Blue Rose praline, now featuring a bolder recipe and refreshed packaging».

MARCA 2026

37

PL is a

key segment for consumer choices

Per Luca Dellavalle, Italy Sales Manager at Il Pesto di Pra’, declared Marca, the first major fair of the year, to be a very important strategic event: «This is fundamental for us, not only for staying in touch and consolidating ties with our historical clients, but also for meeting new faces, both Italian and international, presenting our company and showcasing our products.

Marca has always been a great opportunity to foster dialogue and discussion, in order to obtain an up-to-date picture of the market and its evolution.

The role of PL is now unquestionable: it is a key segment for consumer choices, in Italy and overseas, and its reliability, quality and value are increasingly being recognised. In this context, we are particularly proud to work with numerous retail chains, which over time have become loyal clients and long-term partners. Meeting up at the fair is therefore essential for taking stock of existing ties and partnerships, discussing them in a direct and constructive way and understanding together direction the market is moving in, new trends and consumers’ emerging demands and needs».

A fresh pesto in keeping with tradition As far as the company is concerned, bringing its experience back to Marca means signing on again for innovation, quality and cooperation with its partners. «Our classic Pesto di Pra’ is the product that helps us to stand out from the crowd, and that our clients interested in developing PL want – Luca Dellavalle explained – the recipe for our fresh pesto is in keeping with tradition, and uses the highest quality ingredients: extra virgin olive oil, fresh basil grown in Pra’, Italian pine nuts, Grana Padano, Parmigiano Reggiano, Pecorino Romano, sea salt (and Italian garlic in Pesto Genovese) and, fundamental for ensuring the highest quality, cold processing, which maximises its organoleptic properties».

MARCA 2026

39

A growing interest in more

balanced products

Gabriella Bollino, Sales and Marketing Director at Inalpi, declared that Marca is a strategic opportunity for the company to meet its clients and partners, for a constructive and shared discussion about product innovation as well as the main critical issues faced by the sector: «With regard to PL trends within the Inalpi perimeter, in recent months there have been clear signs, both in Italy and in foreign markets, about recipes evolving towards more balanced products from a nutritional point of view, in particular reducing salt content, without compromising flavour and quality. This trend comes in response to growing consumer sensitivity towards wellbeing and to increasingly precise demands from retail channels. In general, PL is continuing to strengthen its role, focusing on quality, transparency and innovation. Marca is once again the ideal setting to discuss these changes and best practices and to build strategic paths of sustainable growth for the future of the sector».

New references for quality and innovation The company will be presenting some interesting new products at Marca. «We will be showcasing Mascarpone Latterie Inalpi – Gabriella Bollino explained – which seeks to meet the needs of consumers that pay increasing attention to the quality of raw materials and to versatility in the kitchen, both at home and in restaurants. It is available in two sizes, 500 g and 250 g. We will also be presenting Fettine al Parmigiano Reggiano, an expansion of the Gourmet line. This product combines practicality with the value of Italian tradition, enhancing an iconic and internationally recognised ingredient. Both of these products reflect our commitment to developing solutions that combine flavour, quality and innovation, in line with the demands of contemporary retail and the PL channel».

MARCA 2026

41

TRACK

YOUR PACK

PRICING

SOLUTION

CRM

LABELSCAN

RETAIL MEDIA

VOLANTINOGGI

Integrated technological services DISCOVER OUR LATEST INNOVATIVE SOLUTIONS PROMOMEDIANET.IT

Physical and digital channels increasingly

converging in private label

Alessia Simeone, Marketing Director at Incentive Promomedia, stated that the company views Marca as a strategic opportunity to engage with the leading players in both large-scale retail and branded manufacturing, sectors that remain highly dynamic despite a challenging economic environment: «We expect a trade fair even more focused on value, innovation and the building of long-term relationships between industry and retailers. In recent months, we have seen private labels evolve strongly from a price-driven tool to a genuine means of positioning retail brands. There is growing focus on distinctive, sustainable and functional packaging that effectively conveys clear and identifiable brand values. At the same time, private labels are increasingly investing in product segmentation, premiumisation and specialisation, with lines dedicated to wellness, sustainability and emerging consumption trends. Another notable trend is the ever-closer integration of physical and digital channels: in-store communication is being enriched with content, data and engagement tools, while the store itself is becoming a fully-fledged media platform».

Innovative solutions for in-store activities At Marca, the company will showcase a tangible evolution of its integrated approach to retail and promotional communication. «This follows an innovation journey that in recent months has led us to invest in increasingly data-driven solutions – Alessia Simeone explained – our goal is to combine creativity, operational efficiency and measurable results, meeting the evolving needs of private labels. In particular, we are strengthening our range of innovation products, such as Label Scan, our AI-based price tracking app designed to optimise and streamline the in-store monitoring process, and Track Your Pack, a system that allows branded manufacturers to track the real-time progress of material shipments to stores, enabling the timely activation of in-store activities».

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Regional and special tomato preserves

growing

are also in the PL sector

Pasquale Petti, General Manager of Italian Food, said that this is the first time the company will be taking part in Marca: «This is an event that has grown a lot in recent years, and we expect to gain interesting and concrete networking opportunities with strategic players in Italian retail, both those with whom we already work and potential new partners. At Marca we will be presenting our offering of high-quality tomato preserves under the Petti brand and obviously under PL, as we believe it can be strategic for a distributor to have a single reliable partner for both types of supplies, creating important synergies in terms of quality and store shelf offer, as well as logistics, a not insignificant aspect. The PL market follows brand market trends, and for private labels too the range of offer of regional or special tomato preserves is growing, such as those made with datterino tomatoes, or organic lines.

It is certainly an expanding market, although in Italy, with an overload of brands to choose from in the tomato sector, consumer confidence in the brand remains solid».

A trusting relationship with partners Italian Food’s turnover is divided equally between PL production and production for the Petti brand line. «What we offer our Italian and foreign clients is high quality Italian tomato production – Pasquale Petti explained – but also regional Tuscan tomato lines, such as those we produce for our historic German customer Rewe, for its Beste Wahl line. Our business model for the PL line is based on a trusting relationship with our partners in the medium and long term.

We guarantee a high level of service and flexibility to try to meet all of the client’s needs, for this reason we agree on a fair price that recognises the distinctive elements of our products».

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45

Demand for

high-value-added

products is picking up

According to Diodato Ferraioli, Chief Commercial Officer at La Doria, participating in Marca will afford a significant strategic opportunity: «The fair is not only a platform for our brand but also a valuable tool for market analysis, enabling us to identify emerging consumer trends, observe competitor strategies, and engage directly with industry operators and professionals. We therefore expect a dynamic edition, full of inspiration and insights to guide our future business decisions. Over the past few months, we have noticed that demand for high value-added products has gained momentum both in Italy and abroad, with a growing emphasis on quality and sustainability.

These trends are also reflected in the private label landscape, where innovation is increasingly key to differentiating and building customer loyalty».

Focus on product innovation The company’s business model is mainly focused on private labels. «This is the reason why we collaborate closely with our customers to address their needs for product innovation – Diodato Ferraioli explained – at the same time, we identify emerging trends in our target sectors. We have focused on expanding our range with higher value-added products and services, which has enabled us to adapt to shifting demand and build loyalty with both trade and end customers, ultimately becoming a key driver for our growth. Continuous product innovation with a view to underpinning private label brands in line with new consumer trends is definitely one of our strengths».

MARCA 2026

47

Launched an INNOVATIVE PRODUCT? ENTER IT NOW for Product of the Year! iscrizioni@prodottodellanno.it

prodottodellanno.it

Marca

Awards 2026

: when private label becomes excellence At the heart of the private-label ecosystem, the Marca Awards remain one of the most anticipated and prestigious events for retailers, manufacturers and industry partners. Organised in collaboration with PL Magazine – the only publication entirely dedicated to the private label landscape – these awards celebrate excellence in the sector, highlighting the innovations, projects and strategies that are shaping the fast-moving consumer goods market in Italy and Europe.

The Marca Awards – the ceremony of which will take place on 14 January, at the close of the first day of the event – are therefore not just awards, but a key barometer of the trends shaping the future of private labels.

Building on the success of the 2025 edition, which saw around 200 companies and 450 products nominated, the Marca Awards are not only a celebration but also offer retailers and manufacturers an opportunity to exchange ideas, recognising those who have chosen to innovate and invest in approaches that go beyond price, creating lasting value for consumers and the sector as a whole.

«Integration with the Marca Awards allows us to broaden our scope – said Maria Teresa Manuelli, Editorial Director of PL Magazine – alongside our work in analysis and reporting, it enables us to play a more active role in promoting innovation and fostering direct dialogue across the entire supply chain.

The new format of the Marca Awards, born from this synergy, celebrates excellence across the board and is structured around two complementary awards encompassing a total of 14 categories. The Best Innovation Product award—the evolution of the former International Private Label Selection (Ipls)—recognises the frontiers of innovation: sustainability, food and non-food wellbeing, supply chain transparency and packaging.

The Best Copacker Profile, our PLM Award, recognises industrial excellence across nine product categories, from grocery to pet care, highlighting those who uphold the highest standards of production and reliability».

Maria Teresa Manuelli, Editorial Director of

PL Magazine MARCA 2026

49

Fruit and vegetables offer concrete and practical

solutions

Matteo Laconi, Marketing Manager at La Linea Verde, expects a particularly dynamic context at Marca, where the issues of sustainability and the application of artificial intelligence will take centre stage: «These factors are now decisive in driving innovation and generating a concrete and measurable improvement in supply chain performance. These are areas in which we intend to continue to contribute actively, bringing our vision, skills and already operational solutions. Market demand is evolving uniformly at an international level: consumers are looking for good, safe, ready-to-use products that can simplify meal-making without compromising on quality. The fruit and vegetable segment is becoming an area where not only ingredients, but also concrete and practical solutions, are purchased. In Italy the ready-to-eat and ready-to-cook segments are growing quickly, and there is a growing sensitivity towards sustainability and a higher level of trust in brands.

For us, this means continuing to innovate, bringing to Italy what works in the foreign markets in which we have a presence, adapting to the specificities of Italian consumers».

Focus on fresh soups In recent months the company has sought to evolve its main categories, with a specific focus on fresh soups. «We have expanded the range by introducing new recipes also for the single-portion format – Matteo Laconi explained – a fast-growing segment that perfectly meets the needs of practicality, portion control and waste reduction. At the same time, we have fully revamped soup packaging, with a more modern visual and an even clearer communication of the product’s pros. At the fair we will present some of the innovations we have been investing in for 2026, including a new “ready to cook” line: vegetable mixes to be heated quickly in the pan, designed to be practical, tasty and quality side dishes».

MARCA 2026

51

LEKKERLAND ITALIA S.C. A R.L. ASSAGO (MI) — 20057 VIALE MILANOFIORI — STR. 1, PAL. F2

COME AND VISIT US HALL 26 STAND A92-B91

About us We are leading distributor group in traditional retail and ho.re.ca.

400 salespeople in the network

55,000 points Over 650,000 of sale served deliveries each year

+200 temperaturecontrolled vehicles

Over 100,000 sqm of warehouse space

8.5 million kilometers traveled

+33% increase in turnover compared to 2021

+40 million italians served

50,1% Out of home 49,9% At Home

Two souls Over 55.000 points of sale/consumption located throughout the italian country

Private label

ensure

must quality, production flexibility and local area coverage According to Andrea Taglioretti, Site Manager at Lekkerland, the next edition of Marca will afford a strategic opportunity to boost the development of private labels and identify new growth opportunities, both in terms of channels and product range expansion: «The dialogue with producers is a key moment for research, engagement, and collaboration, essential drivers for developing private label solutions that can guarantee quality, production flexibility and solid local coverage, which are core values in the selection of our partners. Against this backdrop, we are undertaking a structured approach to enhance branded products, through the gradual transition to the Delizie della Tradizione brand. An evolution that goes beyond the visual identity, as it will also improve recipes based on insights into consumer preferences. Examples include honey and tarallini, redesigned for greater fragrance; the canestrelli will also follow the same path, with improved recipes and a new price positioning. At the same time, we are also working on the packaging, adopting more environmentally friendly paper solutions».

A complete daytime offering: meeting consumer needs from breakfast to bubbly At the fair, the company will strengthen its all-day offering, fully catering to the diverse needs of the consumer.

«The catalogue ranges from breakfast items, with jams and dedicated products – Andrea Taglioretti explained – to sauces and sparkling wine, offering a wide and consistent selection. The research goes beyond variety, following a seasonal logic both in packaging and assortment, to cater to consumption trends throughout the year and during key celebrations. In addition to food, we also offer a selection of non-food products for daily home care. In recent months, we have focused on improving our product lines, working on the quality of raw materials, sustainability, packaging, as well as visual evolution».

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53

Growing demand for

authentic products ,

genuine and quality

According to Andrea Ghia, Ceo of Margherita, foreign markets are showing a growing demand for authentic, genuine and quality products: «The global growth of travel, tourism, and food culture has sparked a deeper appreciation for Italian cuisine – recently awarded Unesco Heritage status – that captures the true essence of dining experiences. In this context, we have chosen to strengthen our national and international presence, aligning with the trend towards premiumisation. These elements form the basis of our presence at Marca, where Margherita, Gusto Sorrento, and Propizza present themselves as a unified, comprehensive entity, with extensive experience in meeting the needs of major distributors and chains. With a broad, flexible, and distinctive product portfolio designed to cover diverse channels (retail, foodservice, private label). At the fair, we will showcase our expertise, passion, and drive for innovation within the private label sector, as well as the craftsmanship that sets us apart. Each product is handmade, with premium lines that translate the excellence of Made in Italy into the final product, including in custom versions, evoking the authenticity of traditional handmade Italian pizza».

The true Neapolitan pizza in your home fridge The company will showcase its entire range at Marca, featuring an important new addition. «The Re Pomodoro Napulì project introduces a new dimension to the frozen offering – Andrea Ghia explained – complementing the Gourmet Double Leavening and the contemporary Ariosa. With this evolution, Re Pomodoro solidifies its mission: to celebrate exceptional pizza and delight consumers at home, offering a range of interpretations and inspirations from the art of pizza. A key highlight will be “A’ Margherita Napulì”, with a dough that draws from the Campania tradition, featuring a high, soft crust and baked on stone at an extremely high temperature. A pizza with a unique profile that aims to pay homage to the most authentic Neapolitan tradition».

MARCA 2026

55

An opportunity to reaffirm

role

the company’s as a dependable and respected partner According to Martina Boromello, Head of Marketing and Communications at OrtoRomi, Marca is the ultimate strategic event for engaging with supermarket chain buyers: «In this connection, the participation of a company like ours is crucial, as it reaffirms its role as a dependable and respected co-packer. We offer a diversified private label product portfolio: from baby leaf and mature salads (both single-variety and mixed) to soups and purées, as well as a range of fresh juices treated with the Hpp method. Our offering is based on high, certified quality standards and operational flexibility geared towards shared growth with the retailer. Although private label production is now an essential strategic necessity, we continue to invest strongly in our brand, focusing on innovation and premium references to provide the end consumer with a complete, distinctive and high-value offering.

Our presence at Marca is not related to the launch of individual products, but rather to our commitment to strengthening the value of our strategic partnership with the key players in large-scale distribution».

An advanced service and co-packing model The real innovation that OrtoRomi will showcase at the fair is the evolution of its service and co-packing model. «In recent months, we have focused our investments on streamlining industrial processes and the supply chain – Martina Boromello explained – with the goal of ensuring our partners consistent, multi-certified quality across all our product lines. We have placed major emphasis on operational flexibility and the ability to provide tailored responses to the needs of retailers.

We believe that the current challenge is not just about occupying shelf space, but doing so through a deep synergy that allows us to create an offering that can create real and lasting value for the end consumer».

MARCA 2026

57

expand overseas Continue to in

markets

According to Luigi Bravi, Ceo of Orva, the future goal for the company is to continue expanding abroad by focusing on the development of high value-added Made in Italy products: «We are continuing to invest in greater production capacity to meet market demand, always keeping customer satisfaction at the heart of our activity. We ended 2025 with a turnover of € 102 million, compared to € 86 million in 2024, a 20% rise.

We are determined to increase our export share, which today is around 45%, in a short time. The products we are presenting have a strong service content, and increasingly represent the Made in Italy brand in the world. In Italy, PL continues to grow strongly, demonstrating that these products are no longer considered simply as a “cost-effective option”, but are becoming a “laboratory” of innovation for modern retail, with a greater assortment and broader offering. The bread market in Europe is enjoying robust growth; many consumers – for reasons of health, diet, or lifestyle – are looking for alternatives to traditional bread, with a strong expansion of “value lines” or lines focusing on health and quality».

A modern, versatile product suitable for exporting At the fair Orva sets out to showcase its range, in which the Pinsa extension line stands out, to national and international buyers. «Single 230 g, double 460 g, mini 130 g, mini double 260 g and round – Luigi Bravi explained – our Pinsa is a modern, versatile product that is also suitable for exporting. It is a healthy product, thanks to its light and extremely digestible sourdough, slow leavening and manual kneading, and allows for fast meal preparation, with its ready-to-use, recyclable and compostable baking tray. The Made in Italy brand is an important guarantee abroad: our products and services are recognised as an added value, thanks to the model defined as “private label + product development + sustainability + service”».

MARCA 2026

59

Vegetarian ready meals a sector in full bloom

:

Loris Pedon, Chief Commercial Officer at Pedon, mentioned that Marca 2026 will mark the company’s 19th appearance at the event: «It is one of the first trade shows we decided to invest in, and despite the profound changes that have shaped the market, consumer behaviour, and the company’s own evolution, it remains a key and unmissable event. Regarding our categories, the landscape for cereals, legumes and seeds is evolving, as evidenced by the growth in the vegetarian ready meals sector, which is undoubtedly one of the most dynamic segments at the moment.

In the past 12 months, not only have we grown by around 20% across the entire market, but we are also market leaders with a strong presence of our brands and key private labels, with private label products growing by over 35% (Circana data, total Italy + discount, November 2025). In response, we have just launched a new line dedicated to packaging ready meals, which expands our production capacity while enabling us to develop new recipes, provide more tailored solutions to our clients and offer a more comprehensive range to the end consumer».

Two new fusion launches Vegetarian ready meals are now at the heart of Pedon Solutions’ innovative development, with the Gusto Pronto brand offering tasty, steamed and 100% natural meals. «The two new fusion launches from last June – Loris Pedon explained – have already made an impact on the private label range as well. The Curry Rice with vegetables and the Long and Wild Rice Mix with edamame, vegetables and soy sauce are already bringing us great satisfaction and paving the way for further development. The new Basmati and Red Rice Mix with mango and vegetables, dressed with chili and lime sauce, adds an exotic fruit to our range for the first time. It offers a unique yet balanced flavour, fresh and slightly spicy, perfect for consumers who love to experiment without compromising on a healthy dish».

MARCA 2026

61

Must-see events at

Marca 2026

n

Wednesday, January 14th from 10:30 am to 1:00 pm MARCA 2026 INAUGURAL CONFERENCE - BUILDING TRUST: THE ROLE OF MODERN RETAIL AND PRIVATE LABELS Organised by Adm - Associazione Distribuzione Moderna and The European House Ambrosetti Gallery Hall 21-22

n

Wednesday, January 14th from 2:30 pm to 4:00pm COMPANIES AND DMOs: NEW CHALLENGES AND PPWR ACCOUNTABILITY Round table organised by Marca by BolognaFiere & Adm and Conai (National Packaging Consortium)

n

Wednesday, January 14th from 2:30 pm to 4:00pm GS1 ITALY WORKSHOP - SUSTAINABILITY, DIGITALIZATION AND CATEGORY MANAGEMENT: NOT JUST A BARCODE IN 90 MINUTES Conference organised by GS1 Italy

n

n

n

Wednesday, January 14th from 6:00 pm to 7:00pm MARCA AWARDS PRIZE-GIVING CEREMONY 2026 Organised by Marca by BolognaFiere & Adm in collaboration with PL Magazine by Edizioni DM Marca Trend Area - Service Centre Thursday, January 15th from 10:00 am to 11:00am PRESENTATION OF THE 22ND MARCA REPORT ON 2025 PL TRENDS Organised by Circana in collaboration with Marca by BolognaFiere & Adm Gallery Hall 21-22 Thursday, January 15th from 11:00 am to 12:00 pm FRICTIONLESS NON-FOOD: USING AI TO GAUGE THE PATH BETWEEN OVERLOAD AND SIMPLICITY Conference organised by GS1 Italy in collaboration with Marca By BolognaFiere & Adm Gallery Hall 21-22

MARCA 2026

63

An

all-inclusive pet care

“

”

approach to

According to Dan Franco, President of Rinaldo Franco, PL is continuing to grow, thanks to consumer trust in retail brands that has grown over time: «A dynamic that makes our role as partners increasingly strategic, capable of offering solid and complete PL solutions. In this scenario, pet care may be seen as one of the most dynamic categories, with two core trends: the demand for all-inclusive PL partnerships, including services such as graphic development, logistics and dedicated stocks, and the construction of broad, coherent pet care ranges, including hygiene, bedding, accessories, and value snacks, capable of meeting the expectations of modern-day pet owners. To meet these needs, we have strengthened our “all-inclusive” approach, accompanying retailers from the development of the concept to the point of sale.

For over 70 years we have been creating solutions for pet welfare, and we are a reliable partner thanks to a solid and flexible PL. This integrated approach enables clients to reduce times and costs, customise ranges and gain access to a complete portfolio, ranging from care and hygiene to bedding, snacks, games, accessories, rest and transport».

Focus on strategic segments In recent months the company has sought to consolidate its strategic segments. «In particular, we are leaders in absorbency and plant-based bedding – Dan Franco explained – categories in which we continue to invest to offer natural, high-performance and sustainable solutions, developed with an innovative approach to both the raw material and the practicality of the product. Another distinctive feature is our offering for specific categories in Italy, such as rodents and birds, an added value for retailers who want quality PL lines that have a fully traceable and controlled supply chain. We are expanding our offer in the area of snacks, seeking practical and up-to-date solutions, maintaining a position consistent with the needs of today’s pet owners».

MARCA 2026

65

FROM THE HEART OF ITALY’S FOOD VALLEY TO KITCHENS AND TABLES ALL AROUND THE WORLD

Retailers

are looking for

partners not just suppliers

,

Massimiliano Bacchini, Sales Manager and Member of the Board of Directors at Surgital, believed that Marca is always an important event, since it is the first fair of the year where operators from the world of large-scale retail, but also from the wholesale and chain catering sector, can meet: «It is an opportunity to talk directly to these important stakeholders and gain an understanding of initial projections for coming months. This edition will mark not only the beginning of a new year, but also the official debut of our new look. A fundamental step in the history of our company that we are happy to showcase.

In terms of trends, in recent months we have seen an increasingly evident demand from brands to seek not just suppliers but rather partners in the food industry. This is because second-generation PLs are now competing with brands not only in terms of price, but also the quality and innovation of the offering. Our role is therefore to offer an already very complete range of products, but also to assist clients with the development of ad hoc identity projects, making available our expertise, production capacity, creativity and deep knowledge of the market».

Celebrating Freshness The company will show off its new look at Marca 2026. «Our identity remains the same, and we are increasingly focused on our distinctive message – Massimiliano Bacchini explained – this is both a mission and a concrete commitment: Celebrating Freshness. We use fresh raw materials to make fresher-than-fresh products, and today our image is also fresh, with a modern, stylish logo that represents our history, our know-how and our commitment. It doesn’t change our identity, what changes is the way we communicate it to the market.

By this same logic, we have also reorganised the entire range dedicated to foodservice, something that we will communicate at the fair with all the passion that has guided us in this project over the past two years».

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Tetra Recart®.

The game-changing solution for food.

Discover it at:

MARCA 2026

14-15 January, BOLOGNA You can find us at

Hall. 21 - Booth A29 Click here and discover more!

PL is a

strategic

driver

of innovation and differentiation

Federica Pala, Business Development Director at Tetra Pak South Europe, expects Marca 2026 to be an event that continues to highlight the role of PL in the sphere of product and service innovation, and the ability to respond to new lifestyles: «In recent months we have seen a growing focus on value products in Italy, with new products designed to provide protein and energy, and the offer of nutritionally balanced ready-made meals has grown. In keeping with this trend, plant-based alternatives to meat, as well as fermented products, such as kefir, are gaining ground, the sign of a growing sensitivity towards wellness and wellbeing. On the international front, equally significant dynamics are being played out: PL is now an established fact of life, gaining very high market shares and an ability to innovate that is on an equal footing with brands. It does not just follow trends, it anticipates them, introducing new categories and packaging solutions that reinforce the perception of quality and sustainability. All of the above confirms the fact that PL is no longer simply synonymous with value for money, rather it is a strategic driver of innovation and differentiation».

A new way of thinking about packaged food In 2025 the company strengthened the presence of Tetra Recart on the Italian market. At Marca it will focus on this packaging solution for chopped foods. «Our paper-based packaging embodies our vision of a new way of thinking about packaged food – Federica Pala explained – it stands out for its adaptation to different product categories, from classic preserves to new categories (for us), such as pet food, tuna, tofu, fruit and much more. Thanks to its compact design, which optimises logistics, easy and safe opening and the convenience of disposal after use, Tetra Recart responds perfectly to the needs of the supply chain and of consumers, offering new opportunities for product enhancement and shelf differentiation».

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IT’S WORTH HAVING IT

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ADVERTISING

TODIS:

The new Fidelity App that enhances the value of private-label products Todis, the private-label supermarket chain owned by Iges S.r.l. (a company fully controlled by the PAC2000A Conad Cooperative), continues to stand out in the retail sector by turning grocery shopping into an experience of connection and belonging. This vision has inspired the new Todis Fidelity App, which combines technology and customer experience to strengthen the relationship with shoppers. The app is free, intuitive, and offers personalized promotions, exclusive coupons, updated flyers, and real-time notifications on deals.

One of the most appreciated innovations is the monthly rewards program, built around three spending thresholds (€50, €100, and €200). Reaching one of these thresholds entitles customers to a complimentary gift, chosen from two selected products. It’s a simple, transparent way to reward loyalty and

make every purchase even more convenient.

Reflecting strong customer interest, the app reached 100,000 downloads in just one week, and 80% of users who reach a spending threshold redeem their gifts—clear proof of the program’s effectiveness and appeal.

For Todis, the App also marks an important internal evolution. Thanks to an advanced CRM system, the company can analyze data more effectively, improve communication across departments, and develop targeted marketing strategies. Customer segmentation and predictive analytics will allow Todis to better understand shoppers, optimize the product assortment, and deliver tailor-made offers. The goal is to reach a 60% loyalty rate within three years, using technology not as a barrier but as a tool for closeness—creating a shopping experience that is increasingly personalized and high-value.

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Discover Viaggi di Bontà: inspired by italian regional flavors.

Exceptional baked goods, 100% artisanal and ready to be filled.

Join us at Marca by BolognaFiere, Hall 26 – Stand B52. vallefiorita.it

The importance of

Italianness

Andrea Minisci, General Manager of Valle Fiorita, is looking forward to ever more meaninigful talks with the retailers at Marca, with special reference to the growing demand for products that express authentic links with the territory and with gastronomic traditions: «For us it will be an opportunity to showcase our Viaggi di Bontà line, which comes out of the meeting of Italy’s production skills and culinary culture. In recent months we have observed very clear trends, the first of which is the importance of Italianness: in Italy and abroad the demand for bakery products that bring with them tradition, quality raw materials and processes typical of our territory has been growing. Retailers are also looking more and more for partners capable of offering products inspired by Italian craftsmanship and regional recipes. Finally, there is a growing interest in simple recipes, genuine ingredients and traceable supply chains. These aspects have always been central to our production philosophy. These trends confirm the validity of the path we are following: transforming the richness of Italian traditions into contemporary bakery products, made with a strong focus on quality and local links».

New recipes melding tradition and modernity At Marca, the company will be presenting new products from the Viaggi di Bontà line. «Conceived to interpret “Italianness” as a veritable journey through the flavours of our territories – Andrea Minisci explained – they are recipes that make the most of carefully selected raw materials, traditional processing techniques and that very Italian knowhow that helps us to stand out from the crowd. The main novelties include products inspired by regional specialities, striking a balance between tradition and modernity, but also packaging that tells the story of the territory, and a visual identity that highlights the brand’s authenticity and gastronomic culture. We want to bring to the shelves bakery products that point to our identity, our origins and the richness of Italian territories, with PL playing an even bigger role in carrying the Made in Italy flag».

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73

Advertising

INNOVATING THE BAKERY COUNTER WITH DATA, TASTE, AND STRATEGIC VISION At Marca 2026, Vandemoortele presents itself with a renewed structure, marked by the completion of the merger with Dolciaria Acquaviva and the start of the integration of Lizzi. This is a strategic milestone that consolidates the Group’s leadership in the frozen bakery sector and strengthens its positioning as the “One Bakery Partner” for Italian retail.

With an expanded portfolio capable of covering every category of the bakery counter—from bread, pizzas, and focaccias to sweet treats—the company confirms a model that combines product innovation, quality, and a strong consultative approach.

At the heart of this approach is the Product-Service System, developed in collaboration with NielsenIQ. In a sector historically lacking structured and easily accessible data, this system offers objective insights to guide assortment choices and optimize shelf space, particularly in the private label segment. It is a method that transforms the manufacturer-retailer relationship into a strategic partnership based on analysis and value creation.

At the trade show, Vandemoortele will showcase innovations across its brands: Agritech’s bread and specialties, the art of Italian savory products by Lanterna, the international sweet offerings of Doony’s, Lizzi’s vegan breakfast range, and—for the first time under the Group’s umbrella—Acquaviva products, which complete the evolution of the new corporate structure.

This presence demonstrates the Group’s ability to anticipate trends, responding to new consumer needs while supporting retailers with an integrated and shared vision. With a continuously evolving range and a data-driven approach, Vandemoortele confirms its status as the strategic partner for a modern, innovative, and sustainable bakery. vandemoortele.com

On-the-go eating,

artisanal

products premium

and offerings are shaping the bakery segment Antonio Evangelista, Marketing Retail Manager at Vandemoortele, stated that for the upcoming edition of Marca the company will pursue a more refined dialogue with retailers, as private labels play a key role in consumer choices and category management policies: «The event will be the perfect opportunity for us to unveil the new company structure, following the completion of the merger with Dolciaria Acquaviva and the start of the integration with Lizzi, an important step that further enhances our ability to be a true “one bakery partner” for the retail sector. In the bakery segment, we are observing common trends both in Italy and in key European markets: a rise in on-the-go eating habits, interest in artisanal and premium-quality products, a focus on plant-based options and an increasing demand for premium solutions, including private label offerings. At the same time, we still see a significant lack of structured data to guide assortment decisions. It is precisely to bridge this gap that we developed our Product-Service System, an advisory model based on objective insights, which today represents a key competitive asset for private labels».

Product innovation and data-driven consulting At Marca, the company will showcase a revamped product range. «Alongside the strengthening of the bakery segment with Agritech innovations in bread products, Lanterna in savoury products, and Banquet d’Or in sweet products – Antonio Evangelista explained – the fair will mark the official introduction of Acquaviva products, featuring Italian specialties, and the expansion of the vegan offering through the integration of the Lizzi range. In the sweet treats category, Doony’s will introduce new seasonal offerings, including the Biscoff donut, designed to tap into global trends and emotional consumption. At the same time, we have made significant investments in our Product-Service System: powered by data and insights developed with NielsenIQ, it allows us to support customers in defining more effective assortments, optimising shelf space and developing high-value private label projects».

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094/2025

ZMRK25R2S1

More quality, innovation and

premium segmentation in the pet food segment

Pascale Sonvico, Show Office and Sales Manager at Zoomark, expects Marca 2026 to offer an even more strategic dialogue with contemporary retail, at a time when PL products are taking on a more significant role in the pet food sector at a global level: «The market is expanding, and PL is no longer associated with price advantages alone; the offer is evolving towards higher product quality, innovation and premium segmentation, mirroring the dynamics of the food sector in general. There is also a growing focus on selected ingredients, wellness, animal welfare and sustainability. The market is tending towards greater specialization: wet foods, value snacks and complementary products are allowing large-scale retailers to gain shares of higher added value segments and to meet new consumer expectations.

For Zoomark too, PL is an increasingly key category: our event enables the international production chain to meet retailers in search of concrete, innovative and development-ready solutions, offering visibility to those companies that can help large-scale retail to build competitive and distinctive PL lines».

A host of novelties for the next Zoomark The next Zoomark event, to be staged from May 11 to 13 2027, will feature a host of new features. «Starting from the success of the last edition, which welcomed 1,268 exhibitors from 56 countries and 30,800 professional visitors – Pascale Sonvico explained – Marca will be an opportunity to share new projects and present Zoomark Days, the innovative programme of events for retail and industry created to keep dialogue with the pet care and food professional community going throughout 2026. The Days will be a further opportunity to strengthen the factors that make Zoomark an international point of reference for the pet market, including our focus on the different categories and different industrial sectors, resulting in insights, specific activities and special areas such as the Factory, the space dedicated to the production chain».

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More space for Private Label

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