PRIVEL consolidates Madrid as an International Private Label Hub and hosts close to 5,000 professionals at its first edition

PRIVEL, the first trade fair dedicated to the private label industry in Spain, held at IFEMA MADRID, closes its first edition with the participation of 4,873 professionals from 46 countries. Thus, given the growing international relevance of the sector, PRIVEL not only confirms the demand for a specialised space tailored to the business needs of this expanding segment of the mass market but also reinforces the role of Madrid and Spain as a reference hub in the development, production, innovation, export, and consumption of private label products.

With a strictly B2B format, PRIVEL hosted 269 exhibitors, manufacturers of Food (62%) and Non-Food (38%) products, over two days, and ran a programme with 300 buyers from retail companies across 27 countries. The event focused especially on the Spanish-speaking Americas, opening new business and internationalisation opportunities.

The global success of PRIVEL lays the foundations for sustained growth in future editions, positions the show as a strategic hub for the worldwide development of the retailer's own brand, and reflects the growing interest in establishing industrial agreements, diversifying, and transferring management and quality models from Spain to expanding markets.

With 15% of visitors coming from 46 countries, there was a strong representation from Mediterranean Europe and Latin America, with professionals from Mexico, Peru, Colombia, Ecuador, Chile, Venezuela, Puerto Rico, and the Dominican Republic, together with more than 2,400 Spanish professionals (87% of the total). Notably, the delegations from Portugal (16.1%), France (8.6%), and Italy (8.1%) were significant, as well as those from Peru, the United States, and Mexico, with around 5% each.

Organized by IFEMA MADRID in collaboration with Alimarket, PRIVEL has exceeded expectations in this first edition, in which more than 40% of visitors held final decision-making positions (presidency, management, owners, and purchasing departments) and 35% were in commercial and sales areas, thereby validating the fair's effectiveness for the activation and closing of deals.

PRIVEL: Comprehensive representation of the entire value chain of the private label industry

In addition to these figures, the first edition of PRIVEL provided a comprehensive overview of the private label ecosystem. The event brought together all the links in the value chain: manufacturers (26%), distribution and intermediary companies (25%), retailers and purchasing centres (27%), and foreign trade (16%). This balanced representation reflects the complete cycle of creation, selection, and positioning of the private brand, consolidating PRIVEL as a commercial platform that brings together in the same space those who manufacture, decide, and position the private label in the market.

1st PRIVEL Private Brand Congress: a leading forum for knowledge and debate

Organized by Alimarket and sponsored by Circana, Laboratorios VINFER, LPR, and Toca, the 1st PRIVEL Congress provided an overview of the current state of private label. The discussions covered its evolution from the primitive private labels to today's innovative, segmented, competitive, and even premium proposals. This evolution has seen each retailer contributing elements of differentiation: from Lidl's commitment to sustainability and animal welfare to the importance of listening to the "boss" on the part of Mercadona. The situation of the Spanish market contrasts with that of Latin America, where the retailer's own brand (RVM) has an important development potential. This potential is attracting both local operators such as Supermercados Peruanos or Grupo Vierci (Paraguay) and giants such as WalMart, who described the situation as "a gigantic opportunity.”

The development of the private brand has also allowed Spanish food and non-food manufacturers to increase their offering, to the point of being considered by Icex as an element in the construction of the country brand. There was also time to reflect on how technology allows manufacturers and retailers to establish specific actions that bring real value to the shopper. The Congress also reviewed the key role that logistics operators play in the internationalisation of FMCG companies.

Thus, the Congress has shown that the private brand is today a driving force for innovation, competitiveness, and the international projection of Spanish mass consumption. The Congress was attended by executives from Aceitunas Cazorla, Angulas Aguinaga, Arola Aduanas, Circana, Círculo Iberoamericano del Retail, DHL Express, Eroski, Euromadi, Icex, Lidl, Logifrío, Mercadona, Retail, S.A., Supermercados Peruanos, Tiba, Uno Logística, and WalMart. Additionally, within the framework of the congress, the Product of the Year awards were presented to the Spanish private label, an event organized by Product of the Year in Spain.

The Fundación Banco de Alimentos de Madrid has collaborated with PRIVEL, collecting donations of 1,459 kilos of products that companies displayed during the fair.

In addition to these three main areas, an exhibition area bringing together leading and emerging manufacturers; an international programme of B2B meetings aimed at generating business opportunities with a special focus on Latin America and the Mediterranean region; and the 1st PRIVEL Private Brand Congress, organized by Alimarket, PRIVEL also featured a VIP Lounge sponsored by ZUMMO and WMF, which was conceived as an exclusive space for networking between exhibitors, buyers, and speakers, and it organized an executive lunch sponsored by Tetra Pak.

With the results of this founding edition, PRIVEL has consolidated its position as a strategic project within IFEMA MADRID's international calendar. The organizers are already working on the next edition, with the aim of expanding PRIVEL's international presence, strengthening business opportunities, and continuing to position Madrid and Spain as a global benchmark in the development of the retailer's brand.