Lidl US CEO Joel Rampoldt to Keynote PLMA's 2025 Trade Show
Joel Rampoldt

Joel Rampoldt, CEO of Lidl US, will deliver the keynote address at PLMA's 2025 Private Label Trade Show, November 16-18 in Chicago.

A business leader with an exceptional record in large-scale retail transformations, Rampoldt has widely recognized expertise in building teams and helping them tackle complex problems in customer offer, marketing, supply chain and financial management.

“I’m honored to get the chance to speak to our suppliers at this year’s PLMA Trade Show,” said Rampoldt. “Here at Lidl US, we value our relationships with our suppliers tremendously and we’re excited to grow with our suppliers as we expand in the U.S.”

Rampoldt joined Lidl US as CEO in 2023. Prior to this, he was a Partner and Managing Director at AlixPartners, where he specialized in improving sales and profitability for retail clients through strategies focused on pricing, promotions, and operational efficiency.

"We are extremely pleased to welcome Joel as our keynote speaker. He is an accomplished and influential retail industry executive who leads a chain that is clearly a growing force in the U.S. market, much as it is in Europe," said PLMA President Peggy Davies.

Lidl, parent of Lidl US, operates more than 12,000 stores in 31 countries, employing more than 350,000 employees globally.  It is part of the Schwarz Group, the world’s third-largest retailer.

The supermarket chain is well-known for its focus on private label, easy-to-shop layout and curated product selection that emphasizes essentials and popular items which contribute to budget-friendly, efficient shopping.

Lidl US, established in 2015, is headquartered in Arlington, VA., and operates 190+ stores on the East Coast. 
Rampoldt will speak at the 8 a.m. keynote breakfast on Monday, November 17, at the Hyatt Regency O'Hare, which is adjacent to the Donald E. Stephens Convention Center, site of PLMA’s 2025 Private Label Trade Show.

Themed "Store Brands Marketplace," the Show will feature more than 35,000 food and nonfood products, 3,100 booths, and 2,000 exhibitors representing 65 countries.

Registration is open. Click here for details.

Store Brand Sales Outpaced National Brands in First 8 Months of 2025

Through the first eight months of 2025, store brands in all U.S. retail outlets maintained a sizable lead over national brands when it came to the rate of both dollar and unit sales gains. 

Store brand dollar sales were ahead 4% and store brand unit sales were up 0.3%; by comparison, national brand dollar sales were plus 1.7% while national brand unit sales fell -0.5%, per Circana's year-to-date data ending August 10, provided exclusively to PLMA.

Overall, store brand market shares for the eight months were 21% for dollars and 23.1% for units. PLMA projects that total store brand sales for FY 2025 will approach $277 billion; in 2024, the annual figure was $271 billion, a record. 

In Case You Missed It: PLMA President Speaks with Food Business News
Peggy Davies

Hear about sales trends, membership growth and new programs.
Click here to read the article.

Notable Quotable: Raquel Isely, Natural Grocers

"We wanted to bring the flavor and the fun this year—and what better way than with our grooviest blend yet?" 
- Raquel Isely, vice president of marketing at Natural Grocers, said of its organic private label Pecan Caramel Pie coffee, which was sold for a limited time in August as part of the company’s 70th anniversary celebration.

Data Points: Private Label Sales at Sprouts

Private label products accounted for 24% of total sales at Sprouts Farmers Market in the second quarter of 2025, Curtis Valentine, Chief Financial Officer at Sprouts, announced in the retailer’s Second Quarter 2025 earnings conference call. Total chain sales in the second quarter were $2.2 billion, up $327 million or 17% compared to the same period last year.

Ideas and Inspiration: Aldi, Gelson’s, Price Chopper

Price Chopper’s ice cream selections include “PICS Cereal Bowl” ice Cream, made with blue fruity cereal-flavored ice cream with rainbow sprinkles.

Brazilian BBQ and Korean BBQ are among the unique potato chip flavors that Aldi sells under its Clancy’s brand.

Alkaline water from Gelson’s Markets has a pH of 9.5 and comes in 24-packs.

Price Chopper’s ice cream selections include “PICS Cereal Bowl” ice Cream, made with blue fruity cereal-flavored ice cream with rainbow sprinkles.

Trend Alert: Boxed Lunches

H-E-B includes its private label deli meats, sides and snacks in all-in-one boxed lunches. One option is a Turkey & Muenster Cheese Croissant Sandwich, which H-E-B Deli Pita Chips, H-E-B Deli Roasted Red Pepper Hummus (2 oz snack cup) and H-E-B Bakery Two-Bite Brownies (2.47 oz snack pack).

“A delicious catering solution for office meetings, training sessions or any kind of group gathering, this lunchbox is sure to keep everyone powered up for the afternoon ahead,” the H-E-B website reads.

Scent of Success: Fragrance Sales Surge

Dollar sales of store brand women’s fragrances soared 53% to $161.8 million, and units climbed 40% for the 52 weeks ending July 13 vs year-ago sales, according to PLMA’s Circana Unify+ data.

The strong performance comes at a time when major retailers are expanding their fragrance lines. Target’s fine’ry body mist and perfume line comes in unique aromas like “Pistachio Please,” “Sweet on the Outside” and “Without a Trace.”

Fragrances will join lotions, oils, skin care products, haircare, men’s grooming and many other beauty categories on display at PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, Nov. 16-18 in Chicago. Registration for retailers and visitors is now open at storebrandsmarketplace.com. The Show will feature 35,000+ food, beverage and nonfood products, 3,100 booths, and 2,000 exhibitors from 65 countries, making it the largest event of its kind.

Total private label beauty product sales are radiant, reaching $3.8 billion in sales in all outlets last year, a 4% increase from the previous year.

For the same period, hair conditioner dollar sales jumped 81% to $44.3 million, while units grew 30%; and bath fragrances/bubble bath, +21% in dollars to $33.7 million, +32% in units. Skin care is up 7% in dollar sales to $288.5 million, while units moved +0.3%.

Store brand HBC products are rising in popularity as shoppers seek out high-quality, convenient, innovative products at a reasonable cost. Examples of store brands include the new Real Root line by Sprouts, which includes premium body care, hair care and personal care items.

Also on the Show floor: Self-Care & Wellness products like facial masks, fragrances, suncare and essential oils to in-home spa products and much more.

Likewise, dietary supplements - vitamins, minerals, botanicals and probiotics - are more popular than ever. New store brands in this space include California Gold Nutrition hair multivitamins from online wellness retailer iHerb; and Premier Collagen beauty supplement line from GNC.

In other areas of nonfoods, there will be a focus on essentials like OTC medicine, skin and sun care, school and office supplies, baby food and accessories, kitchenware, household goods, general merchandise, first aid, nail care and much more.

Pet food, treats and accessories will be on display. New store brands in the pet department include Pure Wonder by Best Choice from AWG Brands, the private brands program of Associated Wholesale Grocers. The line includes food and essentials for dogs, cats, and birds.

Click here for information about the Show.

In Case You Missed It: Nonfood Products at PLMA's Trade Show

Registration is open for PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, Nov. 16-18 in Chicago. In this pre-Show report, Jodi Daley shares trends in OTC medicine, beauty care, home goods and housewares, school supplies and other nonfood categories.

Data Points: Gen Z’s Private Label Spending

By 2026, it is estimated that 18.4% of Gen Z’s total CPG & General Merchandise spend will be spent on private label, according to Numerator. In comparison, Boomers are expected to spend 18.3%, Millennials 17.5%, and Gen X 17.2%.

From 2019 to 2025, Gen Z’s spend on premium tier private label products grew from 25% to 30%, the highest increase among all generations (+5 points).