Growing by +3.8% across six major markets, according to the latest data released by MARCA by BolognaFiere & ADM, the Private Label trade show scheduled in Bologna on 14–15 January 2026.
Bologna, November 2025 – Private Label continues to assert itself as a structural growth engine within European retail, confirming its position as the most dynamic and rapidly expanding segment of the market. Circana data shared by MARCA by BolognaFiere & ADM indicates that, across the six principal European markets (France, Germany, Italy, Netherlands, Spain and the United Kingdom), Private Label now represents 40% of FMCG sales by value and 48% of total units sold, generating overall revenues of €291 billion (L52W ending August 2025).
The EU6 data highlights a mature yet steadily advancing market: +3.8% in value compared with the previous year, alongside a +0.4 percentage point gain in share. This confirms that Private Label has evolved far beyond its former role as a “budget alternative”, emerging instead as a driver of innovation, sustainability, and quality-driven differentiation.
“Retailers have elevated Private Label into a fully-fledged strategic asset, boosting value, unit sales and loyalty across Europe,” comments Ananda Roy, Senior Vice President, Thought Leadership Europe at Circana. Expanding the view to markets outside the EU6, the same momentum is visible in the Asia-Pacific region. Meanwhile, the United States, Roy notes, “lags other regions, but is rapidly catching up through innovations in fast delivery, value bundles and sustainable offerings.”
Netherlands and Spain Lead, While Italy Shows the Strongest Momentum
The European ranking is topped by the Netherlands (55% market share) and Spain (51%), followed by Germany (42%), the United Kingdom (37%), France (36%) and Italy (30%). Despite a lower penetration rate than the more mature markets, Italy is the fastest-growing market across the EU6: +4.7% in value during H1 2025, significantly exceeding the national FMCG average (+3.8%) and the overall European trend. The Fresh sector alone has gained +0.7 share points, while Functional products have soared by +21.7% in value, positioning Italy as a benchmark for innovation and excellence in Fresh categories.
Equity, Innovation and Premiumisation as Strategic Growth Levers
Across all EU6 markets, retailers are redefining the role of Private Label by investing in strategies that go far beyond price competitiveness. Key areas of focus include:
Multi-tier ranges (economy, core quality, premium) tailored to varied consumer needs
Limited edition collaborations with challenger brands
Health and functionality, with dedicated high-protein, free-from and plant-based lines
Omnichannel development, including rapid delivery, smart vending and enhanced loyalty ecosystems
Certified sustainability and more localised supply chains as distinctive points of value
This evolving landscape aligns closely with the international ecosystem represented by MARCA by BolognaFiere & ADM.
MARCA by BolognaFiere & ADM 2026: Where the Private Label Year Begins
Each January, Bologna becomes the strategic launchpad for the global Private Label industry. MARCA by BolognaFiere & ADM remains the world’s only event offering a full showcase of the PL supply chain through a uniquely structured format:
28 leading Italian retail groups – acknowledged as European trendsetters for Food and Non-Food innovation – present their strategies and new launches in dedicated spaces, making this the only global trade show where retailers are exhibitors rather than mere attendees.
1,500 specialised exhibitors in Private Label products and services, with strong international participation.
A complete content ecosystem, featuring Food and Non-Food sectors, supported by dedicated formats such as:
MARCA Fresh (over 80 companies and 5,000 sqm, double the 2025 size), dedicated to sustainable innovation in fresh produce
MARCA Tech (packaging, logistics and supply chain services supporting PL development)
MARCA Awards, honouring innovation and manufacturing excellence
Conferences, workshops and the annual Circana Private Label Report – the essential reference for analysis and trend insights
International Preview, reserved for foreign buyers (350 in 2025 from more than 70 countries) and exhibitors only, offering advanced business matchmaking one day before opening.
“MARCA by BolognaFiere & ADM is the global benchmark for Private Label. Our calendar position is crucial: January sets the agenda for the entire sector,” states Rossano Bozzi, Business Unit Director at BolognaFiere. “The 2026 edition reinforces this leadership with record participation and a unique format where retailers take on a central role. In a market driven by structural PL growth, MARCA is where innovation becomes real strategic action. Bologna becomes the international hub for the trends and partnerships defining the future of retail.”
With 1,500 exhibitors and 26,000 expected visitors, the 2026 edition (14–15 January, Bologna) will further solidify MARCA by BolognaFiere & ADM as the premier platform where Italian quality meets global Private Label solutions before a highly qualified professional audience.
“The 2026 edition marks a key milestone for MARCA by BolognaFiere & ADM, with double-digit growth in every area: more retailers, more exhibitors, and an unmatched programme designed to maximise business opportunities,” adds Exhibition Manager Antonella Maietta. “As Private Label continues its worldwide expansion, MARCA offers the setting where global FMCG trends and opportunities take shape.”
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Email: marca@bolognafiere.it
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Contacts:
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Roberta Guarragi: +39 348 288 76