MARCA Poland returned to Poznań on 30 April 2026, bringing together manufacturers, retailers and buyers as private label demand continues to grow across Central and Eastern Europe.
The second edition of the event, organised by BolognaFiere Group in partnership with Grupa MTP, hosted 100 exhibitors and around 800 professional visitors. The show also welcomed 50 international buyers from 18 countries, reflecting stronger cross-border sourcing interest.
The event is positioning itself as a key meeting point for private label in the region, combining product showcases, business meetings and market insights in one place.
Private label growth accelerates in Poland
New data presented at the event shows Poland’s private label market is expanding but still has room to grow.
Private label accounts for around 23.5% of household FMCG spending in Poland, with year-on-year growth of 6.6%. That remains well below the European average of around 42%, highlighting a clear expansion gap.
The data also points to a shift in consumer behaviour. Price is no longer the only driver.
Quality now influences 49% of private label purchases, while health and wellness factors account for 35%. That signals a move toward more mature retail markets, where private label competes directly with branded products on value and positioning.
Retailers take a central role
One of the defining features of MARCA Poland is its retailer-led format.
Major chains are not just attending but actively participating, shaping product development and supplier relationships. Polish Organisation of Trade and Distribution supported the event, while Lidl Polska took part with its own exhibition space.
The structure covers the full supply chain across both food and non-food categories, creating direct connections between suppliers and retail buyers.
Through cooperation with the Italian Trade Agency, the event also ran a hosted buyer programme, enabling targeted meetings between exhibitors and retail procurement teams.
Innovation and product development in focus
Product innovation was a major theme across the show.
More than 300 new products were showcased through the MARCA Awards – Best Innovation Product exhibition, with 15 finalists selected from the latest edition of the Italian MARCA trade fair.
The shortlisted products focused on key industry priorities including sustainability, wellness, supply chain transparency and technology integration.
Conference sessions also explored how private label is evolving across Europe, with insights into Poland and Romania as fast-growing markets.
A key takeaway is the shift in retailer strategy.
Private label is no longer just a margin tool. Retailers are increasingly acting as brand owners, investing in quality, sustainability and product differentiation to compete with major FMCG brands.
Why it matters
Private label is entering a new phase in Central and Eastern Europe.
Poland is still below the European average in market share, but growth rates and changing consumer expectations suggest a rapid catch-up phase is underway.
Events like MARCA Poland are accelerating that shift by connecting suppliers with retailers and enabling faster product development cycles.
For supermarket buyers and FMCG suppliers, the focus is moving away from price-led private label toward value-led, brand-driven ranges.
That changes how products are sourced, developed and positioned on shelf.
What happens next
The MARCA platform is continuing to expand internationally, with the next event scheduled in China on 8–9 September 2026 at the Guangzhou Poly World Trade Expo Centre.
As private label continues to evolve, the next stage will likely be defined by stronger retailer branding, deeper supplier partnerships and increased international sourcing across emerging markets.
Editor’s Note:
This article is based on official event information and market data presented at MARCA Poland 2026, including analysis from Circana.
