PLMA 2026: The Private Label Trends Shaping the Future of Indulgence

May 21, 2026
At this year’s PLMA World of Private Label International Trade Show, one theme became immediately clear: indulgence continues to evolve.

Across the exhibition halls and supermarket shelves, brands are exploring new ways to combine comfort, creativity and consumer excitement through flavour, texture, packaging and format innovation. From premium desserts with functional benefits to nostalgic flavour profiles and highly visual gifting concepts, this year’s PLMA reflected the continued momentum behind experience-led private label innovation.

The OV team attended PLMA both as exhibitors and visitors, giving us the opportunity to explore emerging retail trends, customer requests and product launches already making their way into European supermarkets.

“Across PLMA, one theme stood out clearly: consumers still want indulgence, but they’re looking for more texture, more surprise and more personality. From filled chocolate bars and bite-size desserts to nostalgic flavours and standout packaging, the products gaining attention are the ones that combine familiarity with a fresh experience. At the same time, price pressure continues to shape the private label market, which increasingly seems split between two extremes: highly accessible everyday products focused on value, and premium concepts with elevated flavours, textures and packaging designed to justify a more indulgent positioning.”

— Frida Bergfors, Sales Manager Benelux

Permissible Indulgence Continues to Grow

One of the strongest trends across PLMA 2026 was the growing balance between indulgence and well-being.

Consumers still want products that feel rewarding and comforting, but there is increasing interest in added functionality and reduced sugar positioning. Premium desserts featuring protein, collagen and no added sugar claims appeared across multiple categories, particularly within chilled desserts and confectionery-inspired snacks.

This trend was also reflected at the OV stand, where sugar-free and no added sugar products generated strong interest among visitors, particularly from startup and disruptor brands focused on health-conscious innovation.

The challenge for brands is clear: consumers expect healthier options without compromising on taste, texture or indulgence. Read how protein is reshaping indulgence here.

Texture remains one of the biggest drivers of snack and confectionery innovation.

Throughout the show, multi-layered products featuring crunchy, creamy, chewy and liquid-filled elements continued to dominate launches across bakery, desserts and chocolate categories. Consumers are increasingly looking for products that deliver a more dynamic eating experience, particularly within snackable and shareable formats.

Filled chocolate bars were especially prominent this year, continuing the momentum created by viral confectionery trends and social media-driven food culture. This shift is also influencing technical product development, with growing demand for smaller inclusions and bite-size calibrations that support thinner chocolate shells and more delicate layered textures.

Other standout trends included:

  • Bite-size desserts and snackable formats
  • Heavily loaded cookies with layered inclusions
  • Bakery and chocolate crossover concepts
  • Soft fillings combined with crunchy toppings and textured inclusions

These formats continue to perform strongly because they combine indulgence, convenience and visual appeal. Learn more about how to turn every bite into an experience here.

Familiar Flavours Are Being Reimagined

Nostalgia remains a powerful influence across private label product development, particularly when paired with modern formats and premium presentation. More on that in one of our latest insights articles here.

Several brands showcased reinterpretations of local favourites and iconic bakery products through confectionery and dessert applications. Panettone-inspired chocolate fillings, colourful pastry inclusions and celebration-themed flavours inspired by classic birthday cakes all demonstrated how familiar flavours can be adapted into new consumer experiences.

Retailers are also drawing inspiration from their own bestselling products to create adjacent flavour extensions and internally inspired concepts. This approach creates immediate consumer recognition while strengthening emotional connection with shoppers already familiar with the brand.

The result is innovation that still feels accessible, comforting and easy to understand.

Seasonal Packaging and Gifting Remain Strong

Packaging innovation played a major role throughout PLMA 2016, especially within seasonal confectionery, gifting and bakery categories.

Advent calendars, premium countdown concepts, DIY baking kits and celebration-themed products were widely featured across the exhibition. Many brands focused on creating products that deliver surprise, personalisation and collectability.

Visual storytelling has become increasingly important in retail, particularly for seasonal launches where shelf impact strongly influences purchasing decisions.

Some of the strongest examples included:

  • Premium Christmas advent calendars
  • Decorative gifting formats
  • Interactive cake and cookie kits
  • Retro-inspired packaging designs
  • Celebration-themed confectionery with colourful inclusions

Consumers continue to respond positively to products that combine indulgence with emotion, nostalgia and occasion-based experiences. Discover some of our seasonal concepts here.

What PLMA 2026 Reinforced for OV

This year’s exhibition highlighted several key themes already shaping conversations across the private label and confectionery industry:

  • Reduced sugar and better-for-you indulgence
  • Snackable and bite-size formats
  • Texture-led confectionery innovation
  • Premium desserts with functional positioning
  • Nostalgia-inspired flavour development
  • Seasonal gifting and experiential packaging
  • Filled chocolate bars and layered inclusions

Most importantly, PLMA 2026 reinforced the continued demand for products that feel exciting, visually engaging and commercially relevant while still delivering familiarity and comfort.

As private label continues to evolve, the brands gaining the most attention are those finding the right balance between innovation, indulgence, price and emotional connection. Check out our Private Label, Retail and B2B Brochure.

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