Own brands / private label

Private label powerhouse: Over 3,500 exhibitors will present own brands at Anuga

Anuga is the world's biggest trade fair for food & beverages - and one of the most important meeting points for private labels. With over 3,500 exhibitors presenting own brands, Anuga is positioning itself as a global marketplace for own brands and as a central platform for innovations in the private label segment.

Private labels have long since not been "second choice", they are drivers of innovation for sustainability, health and differentiation in the trade. Anuga 2025 will make this dynamics internationally visible and bring the manufacturers, the trade and buyers from all over the world together.

The table below shows the top market categories as a percentage (%) of overall F&B launches tracked as “Private Label” in 2024, showing the bakery space taking the highest % share for private label innovations in 2024.

Top category	% share (global, 2024)
Bakery	13%
Meat, Fish & Eggs	12%
Ready meals & side dishes	12%
Sauces & seasonings	10%
Snacks	8%

The role of Anuga as the leading trade fair for private labels

With over 3,500 exhibitors from the own brand section, Anuga is the biggest platform for private labels worldwide. No other event brings so many manufacturers and retail buyers from all over the globe together.

In addition to the exhibition sections, targeted formats such as networking events and the Anuga exhibitor search ensure tailored contacts between retailers, distributors and manufacturers. As such, Anuga offers the perfect setting for tapping into new business opportunities and establishing international partnerships in the private label sector.

Significance of private labels worldwide

Private labels have developed rapidly over the past years - from price-oriented alternatives, through to valuable differentiation tools in the trade.

For distributors this means private labels have become key levers for differentiation, customer loyalty and securing margins. The manufacturers on the other hand are profiting from the international boom in demand and new export opportunities.

Five developments currently characterise the international private label market:

1. Premiumisation & differentiation

From gourmet lines and innovative recipes, through to sustainable products - own brands are profiling tools with a clear signature.

2. Sustainability and transparency

The consumers' focus lies on climate-friendly packaging, regional origin and transparent supply chains.

3. Health & functionality

Organic, vegan, plant-based, free-from or functional food - own brands respond to new dietary needs faster than many brand manufacturers.

Get more information about this trend at several spots like Anuga Alternatives or Anuga HORIZON Stage .

4. Price/performance ratio

"Value for money" is more important than pure discount: The consumers expect brand quality for own brand prices.

5. Globalisation & cross-border trade

International distributors look for new suppliers at Anuga - especially more and more Asian producers are elbowing their way onto the export market.

Discover all key topics

Currently, the food and beverage industry is dominated by a total of 4 focus topics with a special market significance.

To the key topics

Key facts about private label wordlwide

Growing market share: Already 30-50% in many European markets.
Global momentum: Growth in North America, Asia and Latin America.
Image change: Premium, organic, vegan & free-from are putting private labels on a par with brand products.
Crisis as a driver: In times of inflation and supply chain uncertainty own brands strengthen value orientation and margins.

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10 trade shows in one location

Here, you can find all the information you need on the individual food trade fairs of Anuga. Every segment ranging from fine food to frozen food presents product and food innovations for the food and beverage industry.

Learn more about the 10 trade fairs

Exhibitors – Private Label

At Anuga 2025, you will find many exhibitors from the private label segment.

See all exhibitors

Food trends at Anuga

Seven major food trends are currently driving developments in the food and beverage industry.

More about the trends