Marca 2027: six months after opening, +13% of registrations, with foreign companies almost doubling

Around six months after opening, Marca by BolognaFiere & Adm has recorded an increase in 13% registrations compared with the same period of the previous edition.

Foreign companies double

The figures confirm the event’s continued growth trajectory, with the event scheduled for 13 and 14 January in Bologna and further strengthening its international profile: registrations from foreign companies have almost doubled, signalling interest that extends well beyond national borders. The trend is supported by the first group participations already confirmed.

Starting with the Spanish one, which brings together more than 30 companies in a single dedicated space, alongside further groups currently being finalised from Central and Eastern Europe and Asia. This line-up confirms the vocation of Marca by BolognaFiere & Adm as a platform bringing together retailers and producers of private-label products from around the world.

The private-label market continues to grow

The event’s growth is moving in step with that of the market. According to Circana data for the first half of 2026, private labels continue to gain competitiveness in Europe: across the six main markets (France, Germany, Italy, the Netherlands, Spain and the United Kingdom), private labels account for 43% of value and approximately half of sales volumes, with a value trend of +3%.

This progress is continuing at different rates from country to country, creating an increasingly complex competitive arena. In Italy, private labels are consolidating their position in modern distribution, with growth increasingly driven by product quality and innovation.

The most dynamic segments

Departments with a higher service and freshness content are leading development: meat recorded +8,2% in value, fresh products recorded +4,7%, frozen products recorded +4,1%,fruit and vegetables recorded +3,8%. The momentum comes above all from the growth of premium and functionalsegments, chosen by consumers for innovation, distinctive features and their response to specific needs, well beyond price.

The leading channels

The driving force behind development has shifted: today, it is traditional modern distribution that is leading private-label growth, with shares and volumes increasing, while the discount channel is showing signs of greater maturity and a slight decline in its share. This trend is shifting the competitive centre of gravity towards perceived quality and retailers’ ability to invest in innovation and broaden their offering.

An event with an increasingly strong identity

It is against this backdrop that Marca by BolognaFiere & Adm is strengthening its identity: the platform where private-label strategies are developed and whereinnovation runs throughout the entire supply chain, from logistics to packaging, from food to non-food and fresh products.

At the heart of the offering is the Italian model of collaboration between industry and distribution, an advanced approach that the international private-label community comes to Bologna to observe, evaluate and adapt to its own markets. The international dimension is further confirmed by Marca’s overseas events in Poland and China, created by observing markets with the greatest potential for the development of private labels and Made in Italy.

This presence makes it possible to identify new business opportunities and showcase the excellence of Italian industry, recognised internationally for its quality, innovation and ability to work with distributors to develop high-value products and categories.

The comment

“The quality of the figures we are recording confirms that Marca by BolognaFiere & Adm is now a benchmark for the international private-label community. The strong growth in registrations from abroad demonstrates the interest in the Italian private-label model, founded on collaboration between industry and distribution—an approach that over the years has generated innovation, quality and development across all categories, from food to non-food and fresh and ultra-fresh products,” comments Rossano Bozzi, director of the BolognaFiere business unit. “ Today, buyers, retailers and producers view this model not only as a formula for commercial success, but also as a strategic lever for creating distinctive ranges, generating value and responding to increasingly demanding consumers.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.