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THE WORLD OF PRIVATE LABELS GATHERS IN AMSTERDAM
This is a particular sector, with its own special needs and objectives, and one which continues to increase its market share in Europe. It is the world of private labels: products which carry the distributor’s label, or rather goods sold under the retailer’s own brand name. The most important trade fair for the private label sector, organised by the Private Label Manufacturers Association of New York, will be taking place in Amsterdam on May 20th and 21st.
Italy will be in attendance with a substantial delegation of 66 companies, coordinated by the Italian Trade Promotion Agency (ICE).
These are businesses which represent the very best in a variety of sectors, including foodstuffs, cleaning products for the home or personal hygiene, and small disposable items. A total of 102 companies signed up for PLMA 2014, with 74 from the food sector and a further 28 producers of other types of article. There will be a total of 3800 exhibition stands at the event, with 50 national and regional pavilions, attracting international buyers from chains of supermarkets, hypermarkets, discount stores, wholesalers, importers and exporters.
The Italian collective, organised by ICE, will therefore provide a chance for visitors to explore some unique products, reflecting the best traditions of Italian quality. Among the items of display will be pasta and organic products, top Italian condiments and Modena balsamic vinegar, ready-made specialities in the best Mediterranean style (such as risotto), and the obligatory tomato sauces, pesto, and pizza toppings.
There will also be ham and excellent salamis, soft drinks and fruit juices, buffalo mozzarella and parmesan cheese, fragrant Italian coffee, and the speciality cakes: pandoro and panettone.
However, although visitors are sure to be attracted by these top-quality traditional Italian foods, the fair will also provide the opportunity to discover other areas of excellence, covering much of the wide sector of private labels.
Indeed, amongst the exhibitors will be manufacturers of tableware, household detergents, paper products, insecticides, soaps and deodorants, products for personal hygiene, for eye-care and contact lenses, and so on. Apart from the aspect of quality, another factor to be taken into account is that of convenience.
For many years, the private label market has been regarded by Italian SMEs as an excellent way of making full use of their production facilities, enabling them, by economies of scale, to offer their products at very competitive prices. In addition, the distribution companies, which produce on their own behalf, can benefit from the opportunity to procure a wide range of goods, with rapid delivery times and competitive prices.
Own-brand products are becoming ever more popular among European consumers. Indeed, according to the latest figures from Nielson, the private label market share has increased in 18 of the 20 countries examined, with this growth particularly marked in countries with more robust economies, such as Germany, the Netherlands and Austria. In fact, in both Switzerland and Spain, private label products now register the highest sales, with market shares in excess of 50%.