Find What's New for Store Brands at the PLMA Trade Show

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October 27, 2010

Ethnic foods and flavors, natural and organic ingredients in food and personal care items, health and wellness concerns, and new packaging design and innovations are just a few of the trends fueling a profusion of private label new product development these days.

Retailers are offering spiced-up selections of restaurant-quality foods for in-home dining featuring Asian flavors and ethnic cuisines; an expanded range of healthier eating options that are easy to prepare at home or conveniently packaged for consumers on-the-go; natural, organic, sustainably-sourced and eco-friendly ingredients and packaging in household and personal care items; as well as new components, configurations, uses and labeling techniques to improve private label packaging.

In the food category, consumers are displaying a penchant for near- and far-eastern ethnic flavors. East and West are meeting in an expanding variety of Asia-inspired frozen entrees, sides and whole meal solutions based on traditional dishes, spices and sauces from the exotic cultures of India, Thailand, Indonesia, Szechuan. Some of what is driving these trends are advances in food processing and distribution technologies, expanding international travel and a growing ethnic population in the U.S., according to Kantha Shelke, principal of Corvus Blue LLC, a Chicago based food science and nutrition research firm.

Stores with successful private label lines can be formidable brands that garner trust and loyalty through education and store philosophies, she noted. “In contrast, mainstream and conventional retailers have to rely on their major brands’ mass advertising and ‘ad-ucating’ activities. Once people trust a private label to deliver one ethnic specialty with authenticity, they automatically extend that trust to other ethnic lines that the retailer launches. The marketing cost savings to the retailer is simply incredible.”

Other emerging food trends in private label are ethical ingredients sourcing, immunity foods, and supplements and ingredients that support digestive health, as well as clean labels –– meaning products are produced without harmful ingredients such as trans fats, artificial flavors colors or preservatives, genetically modified ingredients or MSG. Halal and kosher foods also are on the rise as are gluten-free foods, Shelke said.

“While the above categories are already here and growing, expect to see more innovations on product and package fronts,” Shelke said, noting that private label will flex its branding muscles in the future in the following areas:

• Claims relevant to shoppers looking for healthier choices, including emerging areas such as genetically modified organism free and vegetarian formulations.
• Transparency in the sources of the product.
• The use of advanced ingredient technologies to deliver premium taste and superior nutritional portfolios.
• Multiple use and re-sealable packaging.
• Food kits and condiments for the home cook seeking authenticity and quality.
• Foods for the vulnerable – children and the elderly and those with food intolerances and allergies. 
• Premium and high end nutraceuticals and natural and organic versions of health, cold and sore throat aids.

And many trends that begin on the food side of the business cross over and become relevant in non-foods categories as well, such as natural and organics now making a splash in personal care products. Spurred by retailers such as Whole Foods and more recently by Publix’s GreenWise markets and its personal care lines, and A&P’s eco-friendly Green Way brand, more retailers are exploiting these trends in non-foods as well.

Most recently, Safeway introduced In-Kind, a personal care private label line featuring lotions, body washes, shampoos, conditioners, facial products and hand soaps “formulated with gentle ingredients,” according to the company. “We introduced a line of products we think are among the highest in content of natural ingredients at any price on the market, branded or non-branded,” said Steven Burd, chairman and CEO.

What to Expect at the PLMA Show
There are so many trends, and new products and innovations in store brands that it’s a daunting task to stay on top of it all. But there’s no better place for retailers and manufacturers to get their arms around what’s new in private label than at the annual Private Label Show in Chicago Nov. 14-16.

Brian Sharoff

At this year’s show, more than 2,000 exhibit booths will display wares across virtually all food and non-food product categories from food and beverage, including ingredients and prepared foods, snacks, gourmet and specialty items to non-foods, including health and beauty care, over-the-counter drugs, vitamins and nutrition, household, kitchen and cleaning products, do-it-yourself products and general merchandise.

And helping buyers stay on top of international trends in both food and non-foods are exhibitors from more than 35 countries, including international pavilions from Canada, Mexico, Italy, France, Brazil, Peru, China, Taiwan, India & Korea. The “World of Private Label USA” Pavilion represents manufacturers who exhibit at PLMA’s annual trade show in Europe.

The Innovation Hall, which debuted last year, returns this year and will highlight companies that provide services and expertise in new product development, marketing and design, research and consulting, software and technology, logistics, testing and certification, packaging, store design, merchandising and promotions.

The Innovation Hall will also be home to PLMA’s Idea Supermarket®, comprising 2,000 plus products, packaging and innovation from retailers around the world. Also featured will be New Product Expo highlighting new products from manufacturers.

And prior to the opening of Innovation Hall on Sunday afternoon, Nov. 14, PLMA will present a series of Innovation Seminars & Workshops from 1 p.m. to 3 p.m., offering a range of experts, opinion and insights on the latest trends, technologies, research and growth opportunities for store brands. Click her for the complete seminar schedule.

“Every indication is that we have the exhibitors and the products that buyers are looking for, and I think the seminars will be very useful this year,” said Brian Sharoff, president of PLMA. “We’ll be looking at many of the issues of logistics and how products are brought to market.”

Maximizing the Show
With four exhibit halls spanning thousands of square feet and more than 25 seminars and general sessions to choose from, buyers can’t afford to come to the show unprepared. To get the most out of the show, PLMA and other show experts recommend:

• Pre-show preparation: Use the show floor map to get familiar with the layout of the show. Organize which exhibitor companies you want to visit with and make appointments with those that are most imperative to your business, and map out your show flow accordingly.
• Scan and scope the show floor: Allow time during the show for the unexpected. Early in the show, walk the entire floor for a few hours looking for new ideas and things you can come back to later.
• New products and ideas: Don’t miss Idea Supermarket® to see some of the best product, packaging and branding ideas from around the world with more than 60 gondolas loaded with inspiration. While working this part of the show, explore the Innovation Hall and visit with companies that can help develop and execute new products, brands and packaging ideas.
• Network, share and learn: Buyers with numerous attendees from their companies should coordinate and spread out as much as possible to maximize reach and learning. Visit with other buyers as well as manufacturers, attend as many educational sessions as possible and compare notes with company colleagues each morning or evening of the show to plan and/or adjust the day’s strategy. 
• Back at the office: Take the time to write up notes from all that was learned at the show, combine them with notes of others who attended the show from your company and distribute the notes and top take-aways to key people at headquarters to maximize post-show learning and coordinate follow up.

Read These Related Articles:

• Store Brands Decisions Launches to Serve the Information Needs of the Store Brands Market
• PLMA LIVE! on Natural and Organic Opportunities
• Store Brands Drive Differentiation and Profit
• Wal-Mart Revamps Great Value to Give It Post-Recession Legs
• Profiles in Innovation: A&P's 'Green Way' to Sustainability (Part 3 of 4)

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