Nonfood Store Brands Support Health & Lifestyle of All Consumers
The 2026 Show is the ultimate destination for nonfood private label innovation. Discover thousands of products across every major category, including premium OTC health, baby care, first aid, and beauty, as well as high-demand household goods, kitchenware, and school and office supplies. Whether you’re looking for the latest wellness devices or everyday paper products, you’ll find the diversity and scale you need to support the daily needs of your customers.
Key trends at the Show include:
Self-Care & Wellness represents a significant opportunity for private label, as consumers embrace healthier lifestyles and invest in both inner and outer well-being. Catering to shoppers across life stages, retailers are introducing trend-forward innovations ranging from soothing facial masks, suncare, and essential oils to bath balms, at-home spa treatments, and elevated skincare. Adult supplements, functional ingredients, age and gender-specific care, implements, and accessories are all expected to be standout attractions at this year’s Show.
Pet Care private label continues to thrive. Nearly one of five Pet Care products sold in the U.S. bore a store name or brand: Unit share was 18.1% and dollar share was 17.2%. The 2025 Show included value to super premium food, natural and organic formulas; dental bones and chews; bakery treats, ice cream, nutritional supplements, items for digestive health, probiotics, multivitamins and pain relief; blends for calming, immune, respiratory, digestive and emotional wellness; beds, carriers, nail trimmers, wipes, among others. In 2026, there will be another broad representation of the best in class pet care suppliers at the Show with continued emphasis on animal wellness, accessories and treats.
Beauty is emerging as a unique growth opportunity in the private label industry. Driven by a surge in "masstige" demand, consumers are increasingly turning to specialty chains, online platforms, and mass retailers for products that don't compromise on efficacy and offer value. Today’s shoppers are laser-focused on clean ingredients with a strong demand for "skinification” products that blend cosmetic benefits with long-term skincare. Sustainable, and ethically sourced formulations and luxury for less products offering a premium experience at an accessible price point will be on display. From lip cosmetics to men’s grooming, haircare, and specialized implements and accessories, the 2026 Show will feature the full spectrum of beauty innovation.
Baby Care remains top of mind for parents anxious to balance quality and value as they manage the costs of a growing family. Private brands offer a compelling solution, delivering trusted quality at a more accessible price point while helping families stretch their budgets. Parents are also seeking products that align with wellness and sustainability priorities, including eco-friendly wipes, bath and body care made with functional ingredients, soothing lotions, fragrances, oils and accessories from retailers they've come to know and trust.
Office and School Products continue to thrive in the hybrid era. With flexible schedules now the standard, workers and students are prioritizing one-stop solutions that deliver both convenience and value. What was once a traditional category has expanded to include everyday consumables and cleaning supplies that support home offices and on-the-go professionals alike. Beyond paper and writing instruments, retailers now offer trending reusable shopping bags, storage and organization solutions, craft tape, adhesives, small electronics, and even seasonal decor to meet the needs of today’s households that blend home, school, and office under one roof.
Kitchenware, Home Goods & Food Service sales remain strong as families look for smarter ways to eat at home. While innovative gadgets and cookware make DIY meal prep faster, many families are supplementing their week with restaurant-quality meals from grocery and convenience stores. To make these purchases go further, consumers are seeking out sustainable storage solutions. High-performance foils, wraps, and eco-friendly containers have become essentials, ensuring that today’s food-to-go becomes a fresh and easy meal for home or school tomorrow.