Marca by BolognaFiere, Italy’s top event for private label food and non-food products, prepares to host its 21st edition with an expanded scope and a sharper business focus. ADM – Associazione Distribuzione Moderna – renews its partnership with the event until 2031, reinforcing its role as a cornerstone of the sector. Marca showcases its status as a market indicator and key industry event, taking place at BolognaFiere on 15 and 16 January 2025.

Private Label: Performance and Evolution in the First 9 Months of the Year

The expansion of Marca by BolognaFiere – with 9 confirmed pavilions, 2 more than in 2024 – highlights a growing momentum for private label products. This increase in size is not without reason, as it mirrors the excellent sales data for private label goods. Notably, Circana, which will once again collaborate with BolognaFiere in 2025, has certified this growth with compelling statistics.

Specifically, in the first nine months of 2024, private label emerged as the most dynamic segment in the market. With value growth of +2.7% across all channels, private label achieved an impressive €22 billion in total revenue. Furthermore, its market share increased to 30%, marking a +0.1 percentage point rise compared to the same period in 2023. Even more compelling, this upward trend was confirmed by volume growth, which recorded a notable +3.9%.

Moreover, when analysing product categories, private label demonstrated its strength by gaining share across all areas. In particular, the Meat category grew by +0.7 percentage points, while Home Care followed with a +0.6 percentage point increase. Similarly, Grocery and PetCare departments each saw gains of +0.5 percentage points. However, it is worth noting that the Fresh and Beverages sectors remained stable, without any significant changes in market share.

Thanks to this sustained positive trend, private label products have solidified their position as a preferred choice for millions of consumers. Combining quality with affordability, they continue to play a pivotal role in driving the growth of the agri-food sector, thereby consolidating their contribution to the broader market development.

Marca by BolognaFiere Identity 2025

The 21st edition of the event will feature participation from both major players and SMEs in the private label sector. This robust involvement highlights the enthusiasm surrounding an event that not only anticipates market trends but also creates valuable business opportunities. Clearly, Marca by BolognaFiere continues to position itself as a key platform for industry growth and innovation.

In addition to the usual two days of the fair, the event will unveil a significant innovation in its format: the International Buyers Preview. Scheduled for the afternoon of Tuesday, 14 January 2025, this exclusive session is dedicated to b2b meetings between exhibitors and international buyers. By fostering relationships and dialogue among professionals, the International Buyers Preview aims to pave the way for new synergies and unprecedented business opportunities.

Furthermore, Marca by BolognaFiere will showcase a diverse range of Made in Italy products, dividing the exhibition into Food and Non-Food areas. This strategic organisation ensures that visitors can explore a wide spectrum of offerings tailored to their interests.

Particularly valued by industry operators, the thematic formats Marca Fresh and Marca Tech will also make a return. Marca Fresh, organised in collaboration with SG Marketing, will spotlight sustainable innovation within the fruit and vegetable sector. Meanwhile, Marca Tech will focus on the latest trends in the private label supply chain, with an emphasis on promoting both innovation and sustainability throughout the supply chain.