Press Conference coverage: MARCA Poland 2026 – The Polish private label Market in the spotlight

The meeting was attended by, among others, the Ambassador of Italy to Poland, Luca Franchetti Pardo; the Director of the Italian Trade Agency in Warsaw, Roberto Cafiero; the Vice President of the MTP Group, Filip Bittner; a representative of BolognaFiere Group, Rossano Bozzi; and Circana expert Alex Chiesa. The presence of representatives from both public institutions and key industry organizations underscored the significance of the event and the importance of the private label segment for the market.

The meeting clearly demonstrated that the private label segment is no longer merely a supplement to retailers’ product offerings, but is increasingly becoming a key element of competitive strategy. Private label products are now perceived not only in terms of price, but also in terms of quality, functionality, and their alignment with evolving consumer needs.

Market in a phase of dynamic growth

The Polish private label market is currently experiencing a period of rapid development. The share of private label products in the shopping basket is increasing; however, it still remains lower than in Western European countries. On the one hand, this reflects the specific characteristics of the local market, while on the other, it is a clear indication that there is still significant room for further growth.

Consumer attitudes are also changing. Increasing importance is being placed not only on price considerations, but also on product quality, composition, functionality, as well as health and lifestyle-related aspects. Private label brands are increasingly effectively responding to these needs by expanding into premium, organic, and specialised segments.

At the same time, the development of this segment is aligned with broader global trends. In many countries, the share of private label products in the FMCG market is steadily growing, and their offerings are becoming increasingly sophisticated and diversified. Poland is following the same trajectory, although it still has some catching up to do compared to more mature markets.

MARCA Poland as a platform for the industry

The growing importance of private label brands is being met with the development of dedicated industry events. MARCA Poland has been designed as a comprehensive platform connecting manufacturers, retail chains, distributors, and business partners.

The trade fair is distinguished by a holistic approach covering the entire value chain – from production, through cooperation with retail chains, to trend analysis and the development of product strategies. An important element is also the integration of both the food and non-food sectors, enabling a more comprehensive view of private label brands.

Through cooperation with international partners, the event benefits from the experience of more developed European markets while also taking into account the specific characteristics of Central and Eastern Europe. This combination of global expertise and local context is of key importance for the continued development of the segment in the region

Knowledge exchange and business development

MARCA Poland is not only an exhibition space, but also a platform for the exchange of knowledge and experience. The event programme includes market presentations, trend analyses, and industry meetings that help participants better understand the development directions of the sector.

A particularly important role is played by initiatives supporting business relationships, including the Hosted Buyers programme. It enables direct meetings between manufacturers and international buyers as well as retail chain representatives, translating into tangible opportunities for establishing cooperation and developing export activities.

The growing interest from international partners confirms that the Central and Eastern European region is becoming an increasingly important area for the development of private label brands. Poland, as one of the largest markets in the region, plays a particularly significant role in this process.

Innovation and development directions

An important element of the trade fair will be presentations of innovative products and solutions addressing the most pressing market challenges. These include issues such as sustainability, supply chain transparency, consumer health and well-being, as well as the use of new technologies.

It is innovation that is expected to determine the competitiveness of private label brands in the coming years. Retail chains are increasingly treating them as a tool for building customer loyalty and differentiating themselves in the market, while manufacturers see them as an opportunity to develop new business lines.

Ambitions for the future

The organizers clearly state that the objective of MARCA Poland is to create the most important private label industry event in Central and Eastern Europe. The trade fair in Poznań is intended to become a meeting point for key market players, a place where new business projects are initiated and international trade relations are developed.

The press conference in Warsaw demonstrated that the foundations for achieving this ambition are already solid. The dynamic market growth, increasing interest from international partners, and evolving consumer expectations all indicate that the private label segment in Poland faces highly promising years ahead.

We invite you to attend MARCA Poland 2026, which will take place on 21–22 April 2026 in Poznań. The event will provide an opportunity to explore the latest trends, establish business relationships, and discover the potential of private label brands in Central and Eastern Europe.

We warmly invite you to register and collect your ticket for the event.