The recent annual trade show organized by the Private Label Manufacturers Association (PLMA) in Chicago has put a spotlight on the evolving landscape of store-brand products. This year, significant recognition was awarded to several retailers showcasing innovation and quality within their private label portfolios.
One of the standout winners at PLMA’s 2024 Salute to Excellence Awards was Walmart. The retail giant came away with 18 prestigious awards, a testament to the strength of its bettergoods line, which features chef-inspired products. Among these award-winning items were eclectic offerings, such as Ricotta and Lemon Ravioli, Cheesy Spinach Potatoes au Gratin, and Salted Caramel Pistachio Ice Cream. Notably, Walmart’s clear American, Equate, Great Value, Marketside, and Vibrant Life product lines also secured distinctions.
Walmart’s success, however, was not an isolated incident. Other leading grocers also received accolades for their innovative approaches to private label products. National retailers like Albertsons, ALDI, Dollar General, Kroger, Target, Whole Foods Market, Sam’s Club, and Save a Lot, along with regional players such as Lowes Foods, Smart & Final, SpartanNash, and Raley’s Supermarkets, showcased products that resonate with current consumer trends.
The variety of submissions this year was notable, with over 760 entries—the largest ever recorded by PLMA. This competition included categories spanning food, beverage, kitchenware, household items, and health & beauty products. A panel of professional and consumer judges evaluated the entries based on criteria including taste, sensory appeal, packaging quality, product concept, and overall value for money.
The emergence of consumer trends focusing on unique flavors and health-conscious ingredients was also prominent this year. PLMA highlighted significant market trends, illustrating consumers’ increasing demand for salted caramel, pickles, citrus flavors, and convenient breakfast options. On the household essentials front, products made with biodegradable ingredients and free from harsh chemicals garnered attention, reflecting a growing consumer interest in sustainability.
What does this recognition mean for the private label industry? It underscores the shifting dynamics in the retail space, where store brands are increasingly being perceived as equals—or even superior alternatives— to national brands. Consumers are more discerning than ever, seeking products that meet their taste preferences and align with their values regarding health and the environment.
For retailers, these awards are not just accolades; they serve as powerful marketing tools that can drive consumer trust and boost sales. Brands celebrated at the PLMA event are primed to leverage this recognition as they market their products, effectively showcasing the quality and innovation that helped them stand out.
In conclusion, the PLMA’s 2024 Salute to Excellence Awards showcased a remarkable spectrum of store brand products, highlighting a competitive sector of the retail market. With growing consumer interest in quality, sustainability, and unique flavors, the future for private label brands looks promising. As retailers continue to innovate, consumers can expect a richer selection of choices that meet their evolving tastes.
Congratulations to all the award winners for their contributions in shaping the future of retail!
