The Private Label Manufacturing Association (PLMA) trade show in Amsterdam is the largest private label event in the world. As always, the Rabobank consumer foods team pays a visit. And, like last year, we asked companies in attendance for their views. Last year we spoke mostly about challenges in the supply chain. This year we talked about the gains in market share in private label. Because of inflation, times are tough for some consumers, who start buying more private label products.  We asked companies how they are faring – and unsurprisingly, most are selling more volumes. But we also asked about the future: What's in store for private label? At the end of the podcast we share our takeaways from two exciting days at the event. Spoiler alert: It is all about price, price, price!