5 Key Takeaways from PLMA Europe 2025
| Lincoln International recently attended the 2025 World of Private Label, hosted by the Private Label Manufacturer’s Association (PLMA). As the largest global gathering of private label professionals—drawing 32,000 attendees from 120+ countries—it provides an unparalleled perspective on trends reshaping the industry.
Lincoln’s Consumer Group had the opportunity to connect with key players across the private label sector during this two-day event. Their core takeaway? Private label is undergoing a profound structural transformation. Once defined as a “value-only” alternative, well-capitalized and forward-thinking European private label manufacturing are becoming leaders in quality, sustainability and consumer innovation. Investors are keen to identify those advantaged leaders that have mastered changing i) consumer behaviours & priorities, ii) regulatory mandates and iii) strategic retailer priorities. |
Summary
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Lincoln’s Consumer Group shares key takeaways from PLMA Europe 2025, the largest global gathering of private label professionals.
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Here are five major takeaways for 2025 and beyond:
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1 |
Premiumization
Private labels are competing directly with, and often surpassing, top brands in both quality and innovation. 72% of consumers now see private label products as viable alternatives to name brands, with Gen Z and millennial consumers driving the category’s growth. (1) |
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Sustainability
ESG drivers have become central to buyer decisions. While just one-third of European consumers believe the food they purchase is sustainable, over half indicate they prioritize sustainability when shopping. (2) Certified sourcing, low-impact packaging and carbon transparency are now central to European buyer decisions. |
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Health and Wellness
Functional, plant-based and clean-label products are in high demand, particularly among Gen Z and millennial consumers. These categories—including natural protein supplements and active nutrition—are seeing consistent growth. (3) |
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Localization
Regionalized offerings are emerging as a winning strategy for private label brands. By customizing products for local tastes while streamlining supply chains, manufacturers are improving customer loyalty and margin performance. |
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Digital and Omnichannel
Retailers and manufacturers are using data, AI and integrated platforms to drive speed, accuracy and relevance. By utilizing customer data from retail partners, private label manufacturers are better able to develop innovative products by leveraging evolving consumer trends. |
For private equity investors, sponsor platforms and lenders, private label manufacturing offers a unique opportunity for growth. Forward-thinking companies that integrate capital investments with operational expertise can unlock significant value in this rapidly evolving sector.
Through tailored guidance and deep industry expertise, Lincoln International’s Consumer Group partners with clients to drive exceptional outcomes in this space. Let’s connect to explore how we can help your business navigate the future of private label.
Sources:
Contributor
I take a long-term approach to building relationships and understanding clients' businesses in order to provide timely and relevant advice.
Alex Masters
Managing Director & Co-head of Consumer, Europe
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