Exhibition: Marca 2026 – Private Label
Editor: Riad Beladi, International Supermarket News
Interviewee: Rossano Bozzi, Director, Heritage Business Unit, BolognaFiere
Private label continues to gain momentum across Europe, reshaping the relationship between retailers, manufacturers and consumers. Year after year, supermarket own brands are increasing their market share, driven by innovation, quality, sustainability and closer alignment with changing consumer expectations. Within this evolving landscape, Marca has established itself as one of Europe’s most influential private label exhibitions. Hosted in Italy—a country recognised for its strong retail culture and manufacturing excellence—Marca 2026 further reinforces Bologna’s position as a strategic hub for private label development. In this interview, International Supermarket News speaks with Rossano Bozzi about the growth of private label, the distinctive role of Marca, and why Italy is the ideal location for an exhibition that is becoming bigger and more influential every year.
International Supermarket News (Question – Riad Beladi):
How do you evaluate the current growth of private label across Europe, and what key factors are driving retailers to invest more heavily in their own brands?
Rossano Bozzi:
Private label in Europe is experiencing a phase of solid, structural growth. Across the main European markets, it now represents around 40% of FMCG sales by value, with revenues reaching approximately €291 billion and annual growth close to 4%. What is particularly significant is that this growth is no longer driven purely by price. Private label has clearly evolved beyond the concept of a budget alternative and has become one of the most dynamic and innovative areas of retail.
This is especially evident in markets such as Italy, where private label is growing faster than FMCG overall and gaining strength in strategic categories like Fresh and Functional products. This indicates that consumers are increasingly choosing private label for quality, not just for affordability.
Retailers are investing more because private label allows them to combine value, innovation and differentiation in a very effective way. It enables them to anticipate trends—such as health, plant-based or high-protein products—and to develop exclusive ranges that strengthen customer loyalty and reinforce the retailer’s identity. Sustainability is also a decisive driver. With full control over their supply chains, retailers can commit to responsible sourcing, transparency and eco-friendly packaging. All of this elevates the perception of private label and explains why it has become a strategic pillar of European retail.
International Supermarket News (Question – Riad Beladi):
Private label has now surpassed branded products in several European markets. Do you expect this trend to accelerate further, and in which categories do you foresee the strongest expansion?
Rossano Bozzi:
Yes, I do expect private label growth to continue accelerating. What we are seeing today is not a temporary shift, but a structural change in consumer behaviour across Europe. In many countries, there is still a clear gap between current penetration levels and those seen in the most mature markets, which indicates there is still significant room for growth.
Retailers are investing not only in widening their assortments, but also in giving private label a clear and recognisable identity. Tiered ranges, sustainability-driven propositions and strong integration with loyalty programmes are creating long-term relationships with consumers that go well beyond price competition.
The fastest growth will continue to come from wellness and functional categories, where private label is being used as an innovation platform. High-protein, plant-based and free-from products are being launched at a pace that traditional brands often struggle to match. Fresh is another area set for strong expansion, as it increasingly defines a retailer’s positioning. Italy is a particularly strong example, with private label Fresh showing very robust performance.
Non-food also offers major opportunities, especially in personal care, home care and pet food, where private label brands can clearly address specific lifestyles and consumer needs. Overall, private label is no longer following brands—it is increasingly shaping demand.
International Supermarket News (Question – Riad Beladi):
Marca has become a major meeting point for private label professionals. What distinguishes Marca from other private label exhibitions in Europe?
Rossano Bozzi:
What truly differentiates Marca is its retailer-centric approach. Unlike many other exhibitions, where retailers attend primarily as visitors, at Marca they play an active role as exhibitors. In 2026, 28 leading Italian retail groups will present their strategies, innovations and private label ranges directly, creating a unique pre-competitive environment.
Marca also stands out for its comprehensive view of the private label ecosystem. It integrates finished products with upstream services through Marca Tech, including packaging, logistics and technology, while Marca Fresh places a strong emphasis on sustainability and quality in fresh categories.
The timing of the exhibition is another key strength. Held in January, Marca effectively sets the agenda for the private label year. This is reinforced by the Circana Private Label Report and the Marca Awards, which highlight innovation and manufacturing excellence. Together with a strong international Buyers Preview programme, Marca has developed into a truly strategic platform for private label at European and global level.
International Supermarket News (Question – Riad Beladi):
Are there specific events, conferences or themed areas at Marca 2026 that visitors should pay particular attention to?
Rossano Bozzi:
Marca 2026 offers several key moments that visitors should not miss. The International Buyers Preview on January 13 is particularly important for international attendees, as it enables structured one-to-one meetings through an advanced business-matching system. The institutional opening conference on January 14 provides a strategic overview of market trends, followed by the Circana Report presentation on January 15, which delivers detailed and actionable market analysis.
Within the exhibition, three thematic areas deserve special attention. The MARCA Trend / Retail Brand Area focuses on innovation and future product launches from leading Italian retailers. MARCA Fresh highlights sustainable excellence in fresh products and continues to expand in response to growing interest in quality and origin. MARCA Tech is dedicated to upstream services such as packaging, logistics and technology, including focused discussions like the Conai roundtable on packaging.
Together, these events and areas offer a complete picture of private label development, from strategy and innovation to execution.
International Supermarket News (Question – Riad Beladi):
Italy has positioned itself as a strong host for international trade fairs. In your view, what makes Italy—and Bologna in particular—an ideal location for a leading private label exhibition like Marca?
Rossano Bozzi:
Italy, and Bologna in particular, offers a unique combination of strategic location, industrial expertise and retail innovation. Italian retailers are widely recognised across Europe for their leadership in food, fresh and quality-driven categories, making Marca a natural reference point for international buyers and manufacturers.
Bologna is highly accessible and has become a centre where key decisions around private label are discussed and developed. Marca’s retailer-led format, its timing at the beginning of the year, and the presence of major Italian retail groups as exhibitors create a pre-competitive environment that encourages dialogue and partnership.
When combined with the exhibition’s integrated structure—covering food, fresh, non-food and upstream services through Marca Tech—Marca in Bologna represents one of the most effective platforms in Europe for understanding trends, sharing strategies and generating concrete business opportunities in private label.