This year, Directors of Executive Recruitment Ashton Hansen and Eli Jones represented our team at the annual trade show put on by the Private Label Manufacturers Association (PLMA), where it was evident that private label is continuing to mature into one of the most influential growth engines in food and beverage. What once functioned primarily as a lower-cost alternative has evolved into a space defined by innovation, elevated quality, and strategic partnership among retailers, manufacturers, and co-manufacturers.
Private label growth continues to outpace national brands
Ashton Hansen noted how meaningfully the category is accelerating. “Private label is rising faster than national brands, and manufacturers are treating it as a core growth driver rather than an add-on,” she shared. This reflects what we continue to see across the industry as organizations invest in leaders who can build, scale, and differentiate private brand programs. Several conversations also reinforced that economic considerations remain part of the equation, with consumers weighing value and price as private brands continue to compete directly with national labels.
Innovation and elevated quality stood out across the floor
Walking the floor, there was a strong emphasis on elevated flavor, higher quality ingredient lists, and packaging that signals distinction rather than compromise. Premium cues also appeared through small-batch positioning and products designed to stand apart rather than mirror national brands. Clean formulations, reduced sugar profiles, and simplified ingredients were visible across categories, reflecting that transparency has moved firmly into the mainstream.
Health-forward and high-protein offerings remained prominent
Nutrition-driven positioning showed up across categories, especially through high-protein offerings. Functional benefits and better-for-you attributes appeared in snacks, beverages, bakery, and prepared foods. Conversations and product packaging also suggested that fiber-forward products may be next to gain momentum, particularly as hybrid concepts blend indulgence with nutritional advantages. Co-manufacturers highlighted increased flexibility, including smaller production runs and more customized formulations featuring protein and probiotics. This is an encouraging sign for emerging and reformulating brands. There was also continued emphasis on allergen-friendly offerings, including gluten-free and dairy-free options reflecting ongoing dietary and lifestyle demand.
Fresh and perishables continued to gain momentum
Industry colleague Bob Weinmann, President and CEO of RDD Associates, shared his impressions from the show. Among his observations: a greater international exhibitor presence and a noticeable expansion in offerings within fresh and perishables relative to center store. This reflects ongoing consumer interest in fresh, minimally processed products supported by reliable manufacturing and supply chain execution.
Collaboration emerged as a driving force
Throughout the event, conversations underscored a heightened level of partnership between retailers, suppliers, and development teams. Many described collaborative problem-solving, shared development efforts, and aligned priorities as driving innovation, quality, and value. The tone suggested that partnership is no longer a differentiator, but becoming foundational.
Co-manufacturers are stepping forward as sources of innovation
Eli Jones reflected that product concepts are increasingly being explored within manufacturing and R&D environments rather than being sourced only from brand founders. This observation aligned with discussions with food scientists and operations leaders and reinforces that creativity and experimentation are happening at the facility level.
Quality, safety, and execution have become expected standards
Disciplined processes, food safety rigor, traceability, and consistent production performance were emphasized as essential components of retailer confidence. Sustainable packaging also surfaced as a rising expectation, with recyclable and reduced-plastic formats increasingly viewed as standard rather than specialty. As private brands continue to scale, operational reliability is shaping partnership decisions as much as taste, packaging, or cost.
A confident and forward-looking tone at PLMA
The show had an engaged and forward-looking atmosphere, with international participation and strong energy across the floor. Exhibitors showcased a level of confidence that reflects private label’s expanding role in retail growth and consumer loyalty. Regional flavor profiles were also visible throughout the show, reflecting consumer interest in discovery, authenticity, and differentiated product experiences.
What this means moving forward
As private brands continue to evolve, it’s clear that the capabilities shaping the next wave will center around innovation, operational excellence, and retailer collaboration. Our team will be watching how these priorities influence leadership needs and organizational growth in 2026.
For companies expanding private label capabilities or deepening product innovation, we regularly partner with food and beverage organizations on confidential leadership searches across North America. If you’d like to compare insights or discuss emerging talent needs, our team is always open to a conversation.
Meet The Author
Julie Curtis
Julie is the President of Curtis Food Recruiters and has dedicated her entire career to the food industry. With a Marketing degree from Minnesota State University, she built a strong foundation in procurement, merchandising, and supply chain before moving into executive recruitment for leading food, grocery, and retail organizations. Her pivotal role as Head of Talent Acquisition at Nash Finch shaped her philosophy of aligning talent with the right culture, leadership style, and skills for long-term succuss. In 2006, Julie launched Curtis Food Recruiters, where she combines her industry expertise with a passion for helping companies and candidates thrive.