Over 3,200 exhibiting companies from more than 75 countries will fill the halls of the RAI Amsterdam Convention Centre on May 19 and 20 during the World Private Label International Trade Show. It is expected to bring together more than 32,000 industry professionals from 125 countries.
Frozen products will be in high profile as always. Among them, Salud Foodgroup Europe’s Holy Avocado edamame burger has been selected for the New Product Expo and will be showcased in the RAI Auditorium. The Oosterhout, Netherlands-based company produces and distributes a wide range frozen avocado products, appetizers, tortillas and tropical fruit. Avocados are, and have been its main product category since Salud’s founding in 1995.
Hot Stuff from Frostkrone
On the frozen snack and finger food menu, the Rietberg, Germany-headquartered Frostkrone Food Group’s wide range of offerings will be front and center at Stand H86 in Hall 1. Visitors are invited to see and sample a host of its new creations that blend international food influences with dependable quality. Each product is designed to look good, taste great and perform consistently – whether in retail or foodservice market segments.
Here’s the lineup:
Alm Bites – A Taste of the Bavarian Alps
Crisp on the outside with a golden lye coating, soft and richly filled within, Alm Bites bring a bit of Bavarian indulgence to modern snacking. The creamy Obazda-style cheese center imparts a savory, hearty and satisfying full-flavored bite. Perfect alongside a cold beer, they also shine as a versatile side dish that goes well with burgers and sharing platters.
Cheesy Cheezies – Double the Indulgence
Two varieties of matured Cheddar melted together with savory potato and accented with garlic, onion, tomato and paprika. Golden and crisp on the outside, soft and molten within, this product delivers rich cheese flavor. At just 14 grams per piece, they’re the perfect size for spontaneous snacking, sharing straight from the plate, or adding a cheesy highlight to any get-together.
Herbes de Provence Camembert Triangles
Delicately melted Camembert, wrapped in a fragrant herb coating of rosemary, thyme, basil and marjoram, this offering (seen above) serves up a nicely balanced Mediterranean flavor experience. A subtle hint of garlic adds a gentle savory lift. At 20 grams per piece, it’s perfect as a refined snack or a tasty addition to modern dining concepts.
Truffle Mac & Cheese
Comfort food meets haute cuisine in this offering. Tender Italian pasta is folded into a rich cheese filling of mature Cheddar, Mozzarella and cream cheese, infused with truffle oil and real black summer truffles. The result creamy, aromatic indulgence in a 20-gram finger food format.
Popcorn Dog: Smoky Bite, Crispy Delight
A delicately smoked Strasbourg-style sausage wrapped in a light, airy batter, lifted with a subtle touch of pepper. Fried to a deep golden crisp, it delivers a crunchy, savory coating giving way to a juicy, flavor-packed center. At just 12 grams per piece, Popcorn Dogs (pictured below) are made for effortless snacking, sharing and those moments when one just want something quick, satisfying and a little bit different.
Idea Supermarket, Innovaton, Trends and Pre-Show Seminars
Meanwhile, a key highlight for this year’s World of Private Label International Trade Show is the Idea Supermarket, the PLMA’s Innovation and Trends Area, relocating to the RAI Auditorium. With a modern look, improved visitor flow, and multiple access points, the new space will make it easier for buyers to discover emerging trends and product opportunities.
A pre-show seminar program is set for May18. Among the highlights will be a “Meet the Retailer” session featuring Grupo Eroski Commercial Director Beatriz Santos. She will share how the Spanish retailer is leveraging data and AI to drive a customer-centric private label strategy.
Kicking off the program at 1 PM will be a workshop led by Art Frickus, founder and shopper behavior specialist at Conspicuous. His presentation, entitled “From Price to Relevance: The Next Step in Private Label Growth,” will explore how retailers can build stronger consumer connections by focusing on relevance rather than price alone.
“From niche to mainstream, private label’s growth across Europe underscores a simple truth: retailer innovation drives progress, and educated consumers are the industry’s most powerful customers.” commented Peggy Davies, president of the PLMA.
€15.3 Billion Increase in Private Label Sales
According to NielsenIQ data for PLMA’s Private Label Market Report, private label share across 17 European countries rose 38.8% (MAT W52 2025), up +0.33% year-on-year. Shares increased in 12 of the 17 markets.
Twelve countries now exceed 30% private label share, and eight surpass 40%. Switzerland leads with 52.3% (over €14 billion), the only market above 50%.
Strongest country growth was seen in Spain: +1.1%pnt, Austria: +0.9%pnt Portugal: +0.7%, and the Netherlands: +0.5%.
The largest markets (Germany, the UK, and France) reached a combined share of 40.4% (+0.3%), with strongest gains in Confectionery & Snacks and Perishable Food.
Across the 17 European countries researched, top growth categories are Confectionery & Snacks, Perishable Food and Ambient Food, representing €258 billion combined. Total private label sales increased by €15.3 billion, reaching more than €387 billion in value.
