Store Brands are Expanding into New Categories, New Chains, and New Channels

something remarkable or mysterious. The pheno of store brands, however, is no singular or unexplainable event. In fact, store brands have been around for decades and have grown into a $220 billion industry. It’s ever growing and changing, penetrating more and more new categories, and expanding across multiple channels and virtual platforms to become a powerful retail tool to build consumer loyalty and bolster the bottom line for companies.

Consumers are being swept up in the phenomenon, too. Store brands accounted for nearly 30% of all new dollar sales flowing into the U.S. retailing industry last year. Quality, innovation, and value are the fundamentals of why today’s shoppers continue to trust and fill their carts with store brands. This robust industry offers a combination of not only what a family needs but what they want in products that are socially and environmentally aware and support their desire for an overall healthier lifestyle.

Manufacturers and retailers are listening to those consumers. In partnership, they introduce not only value brands consumers can rely on as well as premium items and exclusive product offerings as a differentiator in today’s competitive retail market. This symbiotic phenomenon is key for the industry. Being able to easily pivot with changing consumer and product trends or surmount logistical challenges keeps the industry on the cutting edge of development and consistently provides retailers an assortment of products.

Experience the Phenomenon

With over 2,500 exhibit booths and more than 5,000 visitors, PLMA’s 2023 Annual Private Label Trade Show is at the center of the phenomenon. For more than 40 years, PLMA has provided supermarkets, supercenters, drug chains, wholesale clubs, dollar and specialty stores, mass merchandisers, importers and exporters and e-commerce retailers an exclusive venue to discover the latest food and nonfood products, ingredients, flavors, fragrances, packaging and supplier trends in the private label industry.

The show floor is segmented to maximize efficiency for buyers. The South Hall is devoted to health and wellness, beauty, self-care, cosmetics, household, kitchenware and general merchandise. Food, snacks, beverages, dairy, refrigerated and frozen products are in the North and Sky Halls and also included in the South Hall.

Experience the Home, Health and Wellness Phenomenon

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

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

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

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

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

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

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

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

Facts for Exhibitors

Show Location

PLMA’s 2023 Private Label Trade Show will be held at the Donald E. Stephens Convention Center, only 10 minutes from Chicago’s O’Hare International Airport. Conveniently located within walking distance or short shuttle bus rides from major hotels, the convention center provides exhibitors with an easy-to-reach, efficient venue for trade shows.

Trade Show Schedule

November 13

14

15

Booth Assignments

The trade show floor is divided into separate halls for food and beverage, and home and health. All booth assignments are on a first-come, first-served basis in order of receipt of application and payment, product eligibility and availability of space. Show floor halls and configuration are subject to modifications as needed.

Official Program Guide

PLMA exhibitors receive a complimentary listing in the Official Program Guide which includes company name, address, phone, website, email, product lines and exhibitor personnel. Advertising space is also available for companies who wish to promote their booth location or products.

Preliminary Retail and Wholesale Registration List

Exhibitors receive a preliminary retailer and wholesaler list 30 days prior to the show to help arrange appointments in advance.

Online Show Navigator

PLMA’s online Show Navigator provides category-by-category listings of exhibitors including full contact details and is made available to all registered retail and wholesale visitors 30 days prior to the show to help them identify exhibitors that they want to visit. In their online listings, exhibitors can announce their new products, upload pictures and highlight their standard company listings by ordering online advertising space. PLMA regularly updates the online Show Navigator to include the latest exhibitor additions and updates. Onsite, the online Show Navigator is mobile-friendly and accessible to all exhibitors and visitors.

PLMA Matchmaker™

PLMA Matchmaker helps retailers and wholesalers arrange appointments with exhibitors prior to the show. Exhibitors receive secure access codes prior to the show in order to participate.

Seminar Program

To help show attendees learn about the latest industry trends, PLMA offers a special seminar and speakers program. This includes Sunday seminars and workshops, the Monday Keynote Breakfast and the Tuesday Trends Breakfast. Consult the Official Program Guide, Online Show Navigator or plma.com for this year’s presentations.

Exhibit Rates

The cost of exhibiting at PLMA’s 2023 Private Label Trade Show is low, too. Choose from a variety of in-line or island configurations. This year’s member rates are:

1 booth (10’ x 10’) $ 3,000*

2 booths (20’ x 10’) $ 4,500

3 booths (30’ x 10’) $ 6,000

4 booths (40’ x 10’) $ 7,500

4-unit island (20’ x 20’) $ 8,000

6-unit island (30’ x 20’) $ 10,000

8-unit island (40’ x 20’) $ 12,000

10-unit island (50’ x 20’) $ 15,000

12-unit island (30’ x 40’) $ 18,000

16-unit island (40’ x 40’) $ 21,000

20-unit island (50’ x 40’) $ 25,000

*Single unit price increases to $3,500 after Sept. 8.

†Non-members add surcharge based on maximum membership dues.