250 international buyers are coming to Marca 2024

Visitors and operators are attracted to the performance of Italian private label products, which achieved a turnover of €25.4 billion in 2023
250 international buyers are coming to Marca 2024

The 20th edition of Marca by BolognaFiere, slated for January 16th and 17th, 2024, at the Bologna Exhibition Centre, is poised to attract a substantial international buyer contingent. Facilitated by the collaboration with the Italian Trade Agency (ITA) and overseas promotional initiatives led by BolognaFiere, the event will host 250 buyers from 30 countries.

Buyers are expected to arrive predominantly from Europe, with representatives from 18 countries (including Austria, Belgium, Germany, France, and the Netherlands). However, the delegation also encompasses a significant South American presence, featuring participants from Argentina, Brazil, Colombia, Ecuador, Paraguay, and Peru. Noteworthy North American and Far East players, such as Canada, the United States, China, and Japan, are also confirmed attendees. Among the new entrants are Costa Rica, Georgia, Azerbaijan, and Qatar.

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Marca 2024 also sees the participation of numerous independent buyers, adding a spontaneous and individual dimension to the event.

Brunella Saccone, Director of Agri-food and Wines at the Italian Trade Agency, underscores the significance of this achievement, attributing it to extensive efforts to bolster the event’s international standing and establish it as a global reference center. Saccone also points to ITA’s sustained endeavors, evidenced by 43 agreements inked in 2023 with globally active brands, with a notable impact in Scandinavia.


The international buyer interest in the upcoming Marca by BolognaFiere exhibition aligns with a propitious backdrop for Italian private labels. Insights from The European House – Ambrosetti’s survey, conducted for the Italian Association of Modern Distribution (ADM), reveal that within Italy’s large-scale distribution (including the discount segment, for the first time considered) private labels generated a substantial €25.4 billion turnover in 2023. This represents 31.5% of the total turnover in the Italian modern distribution market—a historic accomplishment, considering a 28.3% market share for private labels in 2019. Notably, this achievement unfolded amid a challenging 2023, marked by a sales volume decline exceeding one billion euros (at constant values) in the Italian large-scale distribution only.

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