In the first nine months of 2024, PL grew by 2.7 % in value and developed around EUR 22 billion in total revenue and 30 share points (source: Circana).

Marca by BolognaFiere, the only event in Italy dedicated to food and non-food products of the Private Label, is preparing to open its 21st edition. Organised in collaboration with ADM - Modern Distribution Association, the event confirms its role as a market indicator and reference point for the PL sector. The event will highlight consumer trends, more and more oriented to PL, a segment that is expanding rapidly in Italy and Europe, and the development strategies that are essential to offer innovative and sustainable solutions for current and future market challenges.

PL: PERFORMANCE AND EVOLUTION IN THE FIRST 9 MONTHS OF THE YEAR

The growth of Marca by BolognaFiere - 9 pavilions confirmed, two more than 2024 - is reflected in the excellent sales figures for private label products. As certified by Circana - BolognaFiere's partner also for 2025 - in the first 9 months of 2024, private label was the most dynamic segment: with a value growth of +2.7% in total Omnichannel, PL developed € 22 billion in total revenues, reaching 30 share points (+0.1 points compared to the first 9 months of 2023). Increase confirmed in volumes, which marked an important +3.9%.

Analysing the various product segments, Private Label strengthened its competitive positioning, gaining share in all categories. Mainly increases were recorded in the Meat department (+0.7 points), Home Care (+0.6 points), Grocery and PetCare departments (+0.5 points each). Exceptions are the Cold and Beverages sectors, where the PL share is stable.

The most dynamic PL line is that First Price products ones, followed by the good performance of the top lines in the Premium and Functional segments, while the growth of the Bio/Eco lines slows down. At the same time, PL expands its range, reaching an assortment share of 17.1% in September 2024, an increase of 0.7 points compared to the same period in 2023.

Thanks to the positive trend and an offer that combines quality and convenience, Private Label is the favourite choice of millions of consumers and consolidates its role in the development of the sector, contributing to the growth of the food industry.