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Private Label Trade Show to spotlight housewares

The Private Label Manufacturers Association's annual Private Label Trade Show is planning its in-person return with an emphasis on kitchenware and prepared food.
Zachary Russell
Associate Editor
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The COVID-19 pandemic has led to people around the world staying close to home, and in turn, spending more time cooking at home. The increased demand for kitchen products and appliances has led the Private Label Manufacturers Association to spotlight the category at its Private Label Trade Show.

The in-person trade show will be held Nov. 14-16 in Chicago at the Donald E. Stephens Convention Center. The PLMA said the show’s emphasis on kitchenware comes at a time when sleek, well-designed private label lines can be found at many stores, including Walmart, Costco, Target and Kroger.

“Kitchenware and cookware store brands have built a strong following among consumers who are looking for performance and durability, as well as price and value,” said PLMA Vice President Anthony Aloia.

The show is going to spotlight innovations in the category, having exhibitors showcase small appliances, cookware, bakeware, food storage, tableware, kitchen tools and more.

Products in the space have been gaining popularity including kitchen gadgets, air fryers, personal blenders and more, as Americans have spent more time at home than ever, which includes cooking more meals and trying new recipes. Air fryers, for example, have a CAGR of 6.1% from 2019 to 2026, when the market is expected to be valued at $1.4 billion.

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Drew Barrymore with Beautiful Kitchenware appliance

Beautiful Kitchenware, an exclusive brand of small appliances at Walmart, is one example in the hot category. The products from actress Drew Barrymore and Made by Gather founder and CEO Shae Hong were introduced in March and sold out in weeks. The company just announced this week that the popular air fryer, coffee makers and more have returned in stock at Walmart.

Home kitchen products and appliances make up a large part of the evolving home-based lifestyle. According to The NPD Group, consumer demand for small appliances and home goods in 2021 is expected to hold steady with the boom experienced in 2020, with 15% higher sales than pre-pandemic levels in 2019 and 25% higher sales revenue.

Prepared food and meal solutions will also be a key focus of the event. PLMA expects over 2,000 exhibitors and over 5,000 visitors to be at the November show.

“Consumers have become more accustomed to finding freshly made, restaurant-style meals in supermarkets,” said Aloia. “Whether prepared by in-store bakery, deli and meat departments, or brought in from a ghost kitchen or commissary, they are sold at extremely reasonable prices under the retailer’s own brands."