Supermarket buyers do not attend trade shows for inspiration alone.
They attend to source products, benchmark prices, assess suppliers, and make decisions that shape shelves for the next 12 to 24 months.
For event organisers, these buyers are the hardest audience to attract — and the most valuable.
For manufacturers and wholesalers, they are the decision-makers that matter most.
This article identifies the trade shows that supermarket buyers consistently prioritise, backed by published scale figures and the practical realities of sourcing — not hype.
It also explains why each show matters, who it works best for, and how buyers actually use these events.
How This list Was Compiled
This ranking is based on:
- Verified visitor / exhibitor figures published by organisers (where available)
- The concentration of supermarket and wholesale buyers, not total footfall
- Relevance to range buying, private label sourcing, and category reviews
- Consistent buyer attendance over multiple editions
It excludes consumer shows and regional expos that lack sustained international buyer presence.
Top 10 Trade Shows Supermarket Buyers Prioritise Most
1. ANUGA — Cologne, Germany
The most buyer-dense grocery sourcing show in Europe
ANUGA remains one of the clearest “working fairs” for supermarket buyers. The show is built for category-by-category sourcing, which is why retail teams use it to run packed schedules and compare suppliers fast.
Published scale (latest completed edition):
- 8,015 exhibitors
- 145,000 trade visitors from 190+ countries
Buyers attend ANUGA to:
- Review existing supplier performance
- Identify alternative manufacturers for tenders
- Benchmark private label pricing across regions
- Shortlist suppliers for the next range cycle
Best for: Full grocery basket sourcing, private label, international tenders
Buyer profile: European and global supermarket chains, buying groups, procurement teams
2. SIAL Paris — France
The largest global food sourcing marketplace
SIAL Paris is a scale event with real retail gravity. It’s where supermarket teams mix sourcing with innovation scouting, often bringing category managers and senior commercial leads.
Published scale (latest edition references):
- 7,500 exhibitors
- 285,000 professionals expected from 205 countries (as communicated around the 2024 edition)
SIAL is especially strong for:
- Branded FMCG discovery
- Export-ready suppliers
- Premium and value-added products
- Innovation-driven ranges and new formats
Best for: Global sourcing, branded products, innovation scouting
Buyer profile: International retailers, importers, distributors, premium category teams
3. PLMA “World of Private Label” — Amsterdam, Netherlands
The most focused private label buying event
PLMA is built around retail own-brand. Less theatre. More meetings. More specification-driven talk.
Published scale (2025 reporting):
- 32,000+ trade professionals from 125 countries
- 3,150+ exhibitors (with exhibitors reported in the 3,100+ range depending on reporting cut)
Buyers attend PLMA to:
- Appoint new private label manufacturers
- Replace underperforming suppliers
- Compare formulations, packaging options, and certifications
- Discuss long-term supply programmes
Best for: Private label food and non-food
Buyer profile: Retail private label teams, sourcing managers, buying groups
4. GULFOOD — Dubai, UAE
A global trading hub where volume deals happen
Gulfood is less about strolling halls and more about global trade. Retail and wholesale buyers use it to access international supply at scale, particularly across MENA, Asia, and import/export networks.
Best for: Global trade, bulk sourcing, import/export
Buyer profile: International retailers, wholesalers, distributors, procurement offices
5. Fruit Logistica — Berlin, Germany
The global meeting point for fresh produce buyers
Fresh produce buyers treat Fruit Logistica as a calendar anchor. It’s where origin strategies, supply programmes, and risk diversification get shaped.
Best for: Fresh fruit and vegetables
Buyer profile: Produce buyers, sourcing directors, supply chain teams
6. FOODEX JAPAN — Tokyo, Japan
Asia’s buyer-driven international food show
FOODEX is especially relevant when the target is the Japanese retail market or high-standard Asian import programmes. It’s more formal, more compliance-driven, and more detail-focused than many Western fairs.
Best for: Asian retail, premium imports
Buyer profile: Japanese supermarkets, Asian wholesalers, import specialists
7. THAIFEX – Anuga Asia — Bangkok, Thailand
The sourcing gateway to Southeast Asia
THAIFEX has become a key route into ASEAN sourcing. It’s valuable for buyers looking for competitive manufacturing, export-ready supply, and regional innovation without losing commercial discipline.
Best for: Asian sourcing, value manufacturing
Buyer profile: Regional retailers, international importers, sourcing offices
8. Seafood Expo Global — Barcelona, Spain
The specialist event seafood buyers rely on
Category-specific shows matter because buyers arrive with clearer briefs. Seafood Expo Global is one of the strongest examples.
Published scale (2025 reporting):
- 35,400+ industry professionals attended
- 2,187 exhibiting companies (2025)
Best for: Seafood (fresh, frozen, processed)
Buyer profile: Seafood category buyers, sustainability teams, processors
9. Alimentaria — Barcelona, Spain
Southern Europe’s strongest retail sourcing event
Alimentaria is highly practical for European retail and wholesale teams, with strong Mediterranean and international coverage and a broad food-and-drink footprint.
Best for: European sourcing, Mediterranean categories
Buyer profile: European retailers, wholesalers, distributors
10. ISM Cologne — Germany
The global reference point for sweets and snacks
For confectionery and snacks, ISM is the specialist anchor. Buyers come to review pipelines, find private label opportunities, and lock promotional calendars.
Best for: Confectionery, snacks, biscuits
Buyer profile: Category buyers, NPD teams, private label managers
What supermarket buyers actually look for at trade shows
Across major sourcing events, buyers consistently prioritise:
- Clear pricing and MOQs
- Manufacturing capacity and reliability
- Certifications and compliance
- Packaging flexibility
- Supply chain resilience
- Long-term partnership potential
Booth size matters far less than clarity, readiness, and commercial discipline.
Confirmed Dates And Venues Buyers Plan Around
Buyers plan calendars 12–18 months ahead. Below are confirmed dates published by organisers for the 2026 cycle (and where relevant, the next confirmed edition).
Europe, Middle East, Asia
Gulfood 2026 — Dubai, UAE
26–30 January 2026 (Dubai World Trade Centre + Dubai Exhibition Centre / Expo City Dubai)
ISM 2026 — Cologne, Germany
1–4 February 2026 (Koelnmesse)
Fruit Logistica 2026 — Berlin, Germany
4–6 February 2026 (Messe Berlin / Berlin ExpoCenter City)
FOODEX JAPAN 2026 — Tokyo, Japan
10–13 March 2026 (Tokyo Big Sight)
Alimentaria 2026 — Barcelona, Spain
23–26 March 2026 (Fira Barcelona Gran Via)
Seafood Expo Global 2026 — Barcelona, Spain
21–23 April 2026 (Fira Barcelona Gran Via)
PLMA “World of Private Label” 2026 — Amsterdam, Netherlands
19–20 May 2026 (RAI Amsterdam)
THAIFEX – Anuga Asia 2026 — Bangkok, Thailand
26–30 May 2026 (IMPACT Muang Thong Thani)
SIAL Paris 2026 — Paris, France
17–21 October 2026 (Paris Nord Villepinte)
ANUGA — Cologne, Germany
Anuga is not an annual show. The next confirmed edition is 9–13 October 2027 (Koelnmesse).
A note on North America and global FMCG spend
North America represents one of the largest concentrations of global FMCG spending, and buyer behaviour there is slightly different.
US and Canadian supermarket buyers:
- Travel internationally less frequently
- Prefer high-impact, tightly scoped events
- Prioritise compliance clarity, scalability, and domestic supply security
When North American buyers attend global shows, it is usually:
- PLMA Amsterdam, for private label benchmarking and global manufacturer access
- ANUGA and SIAL, for international sourcing and innovation (often senior teams only)
Key North American dates organisers and suppliers should track
Seafood Expo North America 2026 — Boston, USA
15–17 March 2026
Summer Fancy Food Show 2026 — New York City, USA
28–30 June 2026
PLMA Annual Private Label Trade Show 2026 — Chicago, USA
15–17 November 2026
Also, there is Seafood Expo Asia
For international suppliers, this matters because North American buyers attending these events tend to be decision-capable — not just scouting.
What event organisers can learn from this
Shows that consistently attract supermarket buyers do five things well:
- Structured category zoning
- Hosted buyer and retail delegation support
- Pre-booked meeting tools that actually work
- Fast navigation and low “noise”
- A show design that rewards efficient sourcing
Buyers value time saved more than spectacle.
Why this matters for suppliers and CEOs
Being present at the right show is a strategic decision.
The strongest suppliers do not attend everything.
They choose events where buyers are:
- Actively sourcing
- Ready to switch suppliers
- Planning future ranges
This is where growth begins — not on social posts, but in the meeting rooms and follow-up calls that happen after.
Editorial note: Attendance figures and dates in this article are taken from organiser-published pages and official communications available at time of writing (December 2025). Key sources include official show “dates and opening hours” pages and organiser news releases for Anuga, SIAL Paris, PLMA, Fruit Logistica, Seafood Expo Global, ISM, Alimentaria, THAIFEX–Anuga Asia, Seafood Expo North America, and the Summer Fancy Food Show.
