What Private Label Manufacturers Association does

Private Label Manufacturers Association (PLMA) is a not-for-profit trade association incorporated in the United States and headquartered at 630 Third Avenue, New York, with a second office — PLMA International Council — at the World Trade Center in Amsterdam. Founded in 1979 and governed by its members, PLMA exists to promote the store brand (private label) industry by connecting manufacturers, trade suppliers, brokers, retailers, and wholesalers through events, education, data, and awards. Its core operational products are two large annual trade shows — the Private Label Trade Show in Chicago (~1,821 exhibitors from 60 countries, ~14,000 attendees) and the World of Private Label International Trade Show in Amsterdam (3,300+ exhibitors from 80+ countries, 32,000+ attendees) — supplemented by the Annual Meeting & Leadership Conference in Bentonville, Arkansas.

PLMA's underlying technology is non-proprietary: the association runs a corporate website, a member portal, the PLMA Live! and PLMA Live.EU video platforms, and digital newsletters (e-scanner and Policy Watch). Its most defensible data assets are sourced through exclusive third-party partnerships — Circana's Unify+ for U.S. private brand sales data and NielsenIQ for private label data across 17 European countries — and are repackaged into member reports and tools rather than developed internally. Recognition programs include the Salute to Excellence Awards (40th annual cycle announced for 2026, with 725+ product submissions from 50 North American retailers in 2022) and the Private Label Hall of Fame (120+ inductees since 2006).

PLMA generates revenue from three primary streams: tiered annual membership dues (Manufacturer $1,500-$4,500, Trade Supplier $1,500, Broker $750-$1,500), exhibitor and visitor registration fees across both trade shows, and sale of annual research publications such as PLMA's Private Label Report. The association reaches members and the broader market through a multi-channel mix combining trade shows, weekly video content (PLMA Live!), email newsletters, LinkedIn, Instagram (@StoreBrandsMonth), webinars (Lunch & Learn), executive education cohorts with SalesStar, and earned media through its press room. As a member-governed nonprofit with no parent company, equity investors, or external ownership, PLMA operates as the industry's central convening body rather than a venture-backed enterprise.

Name

Private Label Manufacturers Association

Legal name

Private Label Manufacturers Association

Website

https://plma.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

PLMA is a 47-year-old U.S. nonprofit trade association that promotes private label products by operating the largest CPG store-brand trade shows (Chicago and Amsterdam), tiered membership programs, exclusive market data partnerships, and industry awards for manufacturers, brokers, suppliers, retailers, and wholesalers worldwide.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Supermarket Private Label–Led Grocers (CRAHAAAI)

akta.pro secondary industries

Bulk / Private Label Alcohol Production & Brands (CRADAIAJ), Private Label Beverage Manufacturing (Retail/Brand-Owned Formulations) (AFAFAIAL), Private-Label/Own-Brand Warehouse Grocers (CRAHACAG), Organic & Natural Private Label & Brand Distribution (Wholesale) (AFAIAJAL)

Keywords

• Trade association services
• Private label industry
• Store brand marketing
• Consumer goods events
• Trade show organization

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Dues: PLMA generates revenue through annual membership dues from manufacturers, trade suppliers, and brokers in the private label industry. Membership provides access to trade shows, market data, educational programs, and industry resources.
2. Trade Show Participation: Revenue generated from exhibitor and visitor registrations for the Annual Private Label Trade Show and World of Private Label International Trade Show.
3. Publications and Research: Sale of industry research reports including the annual Private Label Report and access to Circana Unify+ market data.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

PLMA operates as a non-profit trade association delivering private label (store brand) industry services through large-scale trade shows, exclusive market data, executive education, awards programs, research publications, and digital content. Its core offerings are the Annual Private Label Trade Show in Chicago and the World of Private Label International Trade Show in Amsterdam, which together connect manufacturers, retailers, brokers, and suppliers across the global consumer goods industry.

Product overview

The Private Label Manufacturers Association (PLMA) operates as a not-for-profit trade association offering a platform of products and services centered around trade shows, industry awards, education, research publications, and media content. The core offerings include the Annual Private Label Trade Show and World of Private Label International Trade Show (events), the Salute to Excellence Awards and Private Label Hall of Fame (recognition programs), the Executive Education Mastering Enterprise Series (online learning), PLMA Live! (video/podcast platform), e-scanner and Policy Watch newsletters, Unify+ market data tool, Store Brands Month consumer campaign, and annual Private Label Reports. These products collectively support retailers, manufacturers, and suppliers in the private label industry through networking, education, research, and promotion.

Differentiator

Problem solved

Functional benefit

Brands

• Salute to Excellence Awards: Annual awards program recognizing outstanding food and nonfood store brand products
• Private Label Hall of Fame
• Store Brands Month
• Idea Supermarket
• PLMA's Executive Education Mastering Enterprise Series
• Unify+
• PLMA Live!
• e-scanner Newsletter

Products and services

• Annual Private Label Trade Show The only CPG event of its kind in North America, held annually in November at the Donald E. Stephens Convention Center in Chicago. Brings together retailers, manufacturers, and sourcing partners to expand store brand programs across more than 300 nonfood and food categories, with approximately 3,000 booth spaces and nearly 2,000 exhibitors from 60+ countries.
• World of Private Label International Trade Show Annual international private label trade show held at the RAI Amsterdam Convention Centre, bringing together retailers and manufacturers from around the world to find new products and discover new ideas for private label programs. The 2025 edition featured 3,300+ exhibitors representing more than 80 countries, with 32,000+ trade professionals attending.
• PLMA Live! Weekly video and podcast platform delivering updates on private label developments in the U.S. and globally, featuring expert business analysis and comprehensive video coverage of important industry events, trends, and key figures.
• Salute to Excellence Awards Annual awards program honoring retailers and wholesalers whose store brands exemplify excellence in quality, innovation, and value across food and nonfood categories. Winners selected by judges based on taste, packaging, and value for money. The 2022 program received 725+ product submissions from 50 North American retailers, honoring more than 100 products.
• Private Label Hall of Fame Hall of Fame created by PLMA and Store Brands Magazine to honor distinguished members of the private label industry for their achievements, innovations, and contributions. Features Lifetime Achievement, Private Brand Champion, Private Brand Innovator, and Next Gen Private Label Leader categories, with more than 120 inductees since inception.
• Executive Education Mastering Enterprise Series Online executive learning programs delivered in partnership with SalesStar, offering three tracks—Mastering Enterprise Sales, Mastering Account Management, and Mastering Category Leadership—customized for private brand manufacturers, brokers, and suppliers. Delivered as multi-week virtual cohorts with high-performance coaches, live instruction, and on-demand learning.
• e-scanner Newsletter Weekly newsletter providing news, insights, and happenings in the U.S. private label industry, distributed to PLMA members and industry subscribers.
• Policy Watch Newsletter Monthly newsletter covering the latest government, legislative, and regulatory developments affecting the U.S. store brands industry.
• Circana Unify+ Market Data Market data tool from Circana providing exclusive access to private brand dollar and unit sales data for PLMA members and retailers, delivering monthly reporting on private brand department and category performance.
• Store Brands Month Nationwide consumer awareness campaign collaboration between retailers, wholesalers, and private label suppliers to promote store brand products, with in-store and digital promotions, social media, and influencer partnerships during an annual themed month.
• Private Label Report Annual research report documenting store brand sales performance and trends across 11 food and nonfood departments, produced using Circana data.
• Idea Supermarket Featured showcase section at the Annual Private Label Trade Show highlighting new product and packaging innovations from retailers in the U.S. and abroad.
• PLMA Live! Lunch & Learn Online speaker series offered between trade shows covering topics from global consumer trends (featuring Euromonitor International research) to tariff policy and private label category developments.

Quantifiable outcome

• Store brands reached record $282.8 billion in U.S. retail sales in 2025
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• CircanacoreStrategic or Co-development PartnerPLMA has an exclusive partnership with Circana to provide Unify+ market data to members. Circana provides exclusive access to private brand dollar and unit sales data through PLMA's monthly reporting tool. This partnership delivers topline insight into private brand department and category trends in dollars and units, helping members understand market performance and competitive dynamics.
• SalesStarcoreStrategic or Co-development PartnerPLMA and SalesStar, a global authority in sales and business leadership transformation, partner to offer executive education programs customized for private brand manufacturers, brokers and suppliers. Programs include Mastering Enterprise Sales, Account Management, and Category Leadership. SalesStar provides high-performance coaches, live instruction, and on-demand learning in multi-week virtual cohorts.
• NielsenIQcoreStrategic or Co-development PartnerPLMA International Council partners with NielsenIQ to provide exclusive private label sales data across 17 European countries. Data shows total private label sales reaching €387 billion with 38.8% pan-European value share. The partnership supports PLMA's annual 'A Mosaic of Markets: PLMA's Report on the Status of Private Label Across Europe.'
• Euromonitor InternationalminorStrategic or Co-development PartnerPLMA collaborates with Euromonitor International for consumer trends research and insights. Euromonitor contributes to PLMA's Lunch & Learn series with presentations on top global consumer trends, including the 2026 trends: Comfort Zone, Fiercely Unfiltered, Rewired Wellness, and Next Asian Wave.
• dunnhumbyminorStrategic or Co-development PartnerPLMA features research from dunnhumby's Retailer Preference Index on PLMA Live! and in newsletters. The annual study reveals how private brands contribute to retailer preference and customer loyalty, with findings showing private brands are 'one of the commonly held strengths among retailers at the top of the ranking in the U.S.'

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FMI – The Food Industry Association: Major U.S. food industry trade association that hosts the FMI Annual Business Conference and The Food Industry Association expositions. Directly comparable to PLMA as a non-profit trade association serving the grocery/CPG ecosystem with events, education, and advocacy.
• International Association of Exhibitions and Events (IAEE): Global trade association for the exhibitions and events industry. Directly comparable as a trade association built around organizing, producing, and improving trade shows and B2B exhibitions — PLMA's core competency with its Chicago and Amsterdam shows.
• Center for Exhibition Industry Research (CEIR): Non-profit that produces research and benchmarking for the B2B exhibition industry. Comparable as a non-profit industry body serving exhibitors, organizers, and attendees with research, education, and content similar to PLMA's Unify+ and PLMA Live! offerings.

Broad incumbents

• National Retail Federation (NRF): The world's largest retail trade association, hosting the annual NRF Big Show. Comparable as a retail-facing trade association that runs large-scale trade events and produces industry research, though its scope spans all retail rather than private label specifically.
• Consumer Brands Association: Leading U.S. trade association for consumer packaged goods manufacturers, formerly the Grocery Manufacturers Association. Comparable as a CPG-focused trade association offering events, advocacy, and content, though its scope is broader than PLMA's private label focus.
• NACDS (National Association of Chain Drug Stores): Trade association representing chain drug stores, including pharmacy retailers like CVS that participate in PLMA. Comparable as a retailer-centric association hosting conferences (NACDS Annual Meeting, NACDS Total Store Expo) and advocating for member retailers.

Others

• Circana: Leading market research and consumer data firm that powers PLMA's exclusive Unify+ market data tool for U.S. private brand sales. Comparable as the exclusive data infrastructure partner that underpins PLMA's core member intelligence offering.
• NielsenIQ: Global consumer intelligence company and PLMA International's data partner for European private label market research. Comparable as an enabler/ecosystem partner providing market data and insights that complement trade association offerings.

Regional players

• Brand Licensing Europe / Informa Markets (Brand Licensing events): Operates major brand licensing trade shows including Brand Licensing Europe and Licensing Expo. Comparable as an organizer of large-scale B2B trade events serving the brand and licensing ecosystem, structurally similar to PLMA's flagship exhibitions.

Emerging players

• ECRM (RangeMe): Digital B2B sourcing platform connecting retail buyers with CPG suppliers, including a strong private label focus. Comparable as a discovery and matchmaking platform for the same retailers and manufacturers that attend PLMA's trade shows, representing a digital alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/private-label-manufacturers-association
• Instagraminstagram.com/storebrandsmonth
• Xx.com/PLMA_USA
• Facebookfacebook.com/100067425751464

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Private Label Manufacturers Association