Day 1 | May 17, 2022



08.30 – 10:00

Opening Session

10:00 – 10:10

10:10 – 11:00 PANEL

Cluster Vision of Private Label Industry : Trends and perspectives for next 10 Years

Private labels will continue to grow in both developing and emerging markets, because consumers are part of the market´s growth and now shopping in a different way. They will maintain a more cautious approach with their home expenses, having developed the habit of looking for products and value in response to their financial needs.

Furthermore, private labels are growing three times more than national brands even in the next decade will grow around 25%! The millennials have led the purchase package, with 32% of their baskets filled with private labels and 95% say would by the same quantity of own-brand articles. Another opportunity is the opening for several products categories such as health, beauty, wellness and pet, have at times been safe from the competence of their own brands. 

This panel will provide a look at the future, as well as the future growth of private labels in the iberian pensinsula and worldwide.


Nuno Afonso, Vice President Strategy & Marketing, Daymon


Tânia Lucas, MC´s Private Label Manager, Sonae MC

Rui Oliveira, Private Label Director, Auchan Retail

11:00 – 12:00 PANEL


Today, world class brands deploy neuroscience to tighten their grip on the consumer’s psyche.The good news is: what works for the biggest names in the business also works for private labels.Olivier Tjon, director of Beyond Reason  -global experts in neuromarketing- explains how private labels can use these amazing innovations to better influence preference and purchase decisions.


Olivier Tjon, Director, Beyond Reason


12:00 – 13:45

Lunch | Visit to PLI Expo

13:45 – 14:45 PANEL

Purchases and Procurement in Private Label

For a long time, procurement executives were focused primarily on premium brands and their suppliers, little effort was devoted to acquiring private labels. However, this scenario has changed with appearance of new competitors and sales channels to reach the consumer fidelity. Meanwhile, the market share of private labels in the portfolio of many traditional retailers is getting close to around 50 percent. Private Labels have log otgrown their original function as entry-level products, organic food and vegan cosmetics, or serving special groups of customers, such as products for children, kids food or baby care. Thus, this panel will present the trend towards and advanced approaches that help purchasings prepare for the future.


Pedro Carmo, Director of Global Sourcing, Daymon


Ana Amaral, Head of Procurement & Sourcing Private Label, Sonae MC

Ángel García Muñoz Rodrigo, General Director, Atica Redex – Carretillas y Maquinaría Industrial (Spain)

14:45 – 15:45 PANEL

Proximity stores: The power of local shopping

In response to the global pandemic the proximity stores re-open and start to return to a different normality. In 2020, the groceries closed with an average growth of 12,7% surpassed peaks 25,7% between the last weeks of March and the first weeks of April, when confinement was total in Spain. In Portugal, the most recent data point to 20% growth in sales in local commerce compared to the same period of previous year. The confidence, security, convenience, speed and personalized attention of proximity shopping allowed it to become the first choice of many consumers to make their purchases, later led to a sustained growth in sales and strengthening of the relationship between the consumer and this type of retailing. However, the question is the proximity store is here to stay?

The focus of this panel is to discuss the panel´s trend among other approaches related to the consumer experience and the exponential growth of e-commerce associated with proximity shopping.


Sérgio Rodrigues, Director Strategy & Business Intelligence, Daymon


Carla Esteves, Executive Director of Purchasing Center UniMark and Food Chain Retail “Aqui é Fresco” (Portugal)

Acácio Santana, General Manager, Coviran Portugal

15:00 – Visit the Expo

18:00 – Closing


2nd day | 18 May 2022



08.30 – 09:30

09:30 – 10:30 PANEL

Future Retail Landscape: Convenience, Experience & Personalisation


Luís Brás, General Secretary, ADIPA

Ana Paula Barbosa, Retailer Services Director, Nielsen IQ

Ricardo Torres Assunção, Marketing & Communications Director, DIA Portugal

10:30 – 11:30 PANEL

Exporting Private Label: Markets and Opportunities

Most of private labels sold in the European food retail market are standard private label products, the quality being equivalent to the products offered under national brands. However, the market shares of premium private labels are showing the fastest growth within private labels.

This panel debats the trends and product categories that are in constantly changing retail´s environment as well as exporting opportunities for private labels in several markets.


Catarina Guimarães, Senior Business Manager, Business Development Europe & APAC, Daymon

11:30 – 12:30 PANEL

Green Revolution: What makes Private Labels Eco-Friendly?


Jorge Lima, Executive Director, Unipeer Solutions


Gonçalo Lobo Xavier, General Director, APED

Ramiro Ortiz, General Manager, Tetra Pak Iberia

Note: The conference schedule is subject to change


12:30 – 14:00

Lunch | Visit to PLI Expo

14:00 – 15:00 PANEL

Private Label 2022: Opportunities and new trends for post-pandemic growth

As the world recovers from the COVID-19 pandemic, consumers will rethink many of their food shopping habits and look to support retailers that align with their values. Post-pandemic times will therefore create an opportunity for retailers to generate new resources to differentiate their private label lines in a competitive market.


Katya Witham, Global Food & Drink Analyst, Mintel

15:00 – 18:00

Visit to PLI Expo





General Manager


Head of Procurement & Sourcing Private Label


Retail Services Director


Senior Business Manager, Business Development Europe & APAC


Executive Director

Gonçalo Lobo xavier

General Director


Global Food & Drink Analyst


General Secretary


Vice President Strategy & Marketing




Director of Global Sourcing


Managing Director


Marketing & Communications Director

Sérgio Rodrigues

Director Strategy & Business Intelligence

Tânia Lucas

MC´s Private Label Manager

PLI Conferences will be held live on May 17th and 18th at Pavilhão Carlos Lopes in Lisbon.


Ana Amaral

Head of Procurement & Sourcing Private Label

Sonae MC

Ana Amaral, with extensive experience in purchasing from different brands of international retailing, has been working since 2017 in the procurement and sourcing areas on Continente outlet.

Catarina Guimarães

Senior Business Manager, Business Development Europe & APAC


As Senior Business Manager, Business Development Europe & APAC, Catarina brings a wealth of experience of more than 20 years in the Retail and FMCG Industry. An expert in Project Management, mainly in start-up and disruptive programs she offers rich insights and lateral thinking into Strategic consulting and implementation, including product development and negotiation.

Carla Esteves

Executive Director

Purchasing Center UniMark and Retail Chain Aqui é Fresco

Carla Esteves is executive director at Purchasing Center UniMark and Retail Chain “Aqui é Fresco” (Network of 709 independent proximity stores, supermarkets and convenience stores in Portugal) and member of the ADIPA’s Board (Association of Distributors of Food Products).

Gonçalo Lobo Xavier

General Manager

Portuguese Association of Retail Companies (APED)

Gonçalo Lobo Xavier, since September 2018, is General Director of APED, the association that represents food and non-food retail in Portugal. He was Advisor to the Board of Directors of AIMMAP, working for the most exporting industrial sector in the country between 2013 and 2018. He was also General Director of Technology Centers for more than 10 years and worked for all sectors of the national manufacturing industry. Since 2011 he has been appointed Member by the CIP (Portuguese Business Confederation) of the European Economic Social Committee in Brussels, where he was Vice President responsible for Communication between 2015/2018. He is also the National Delegate for Innovation in SMEs and Risk Finance, since 2014, in the scope of HORION 2020 and Horizon Europe, collaborating with the FCT and the CGPD in promoting the opportunities of the largest innovation program in Europe. 
He has a degree in Business Administration by Porto Business School (Advanced Management and International Business Program) and at IMD Business School in Lausanne. He was also a member of Portugal In, the Mission Unit to attract foreign direct investment outside of BREXIT.

Katya Witham

Global Food & Drink Analyst


Katya is Mintel´s Global Food & Drink Analyst with over 10 years of expertise in NPD and market research in the European grocery retail and consumer goods sectors. This includes hands-on experience from her previous role in the strategic development of private label at METRO Group in Germany. Katya is passionate about food retailing and has extensive knowledge and deep understanding of industry trends, consumer insights and the market forces that drive business innovation and growth opportunities for organizations. 

Nuno Afonso

Vice President Strategy & Marketing


With more than 15 years´ experience in the Cash & Carry environment through Category Management, Operations and Analytics, Nuno leads the Daymon Marketing and Strategy team. As an expert in Strategic Marketing for Retail and Wholesale Business and with experience in hard discounters in the EU, he is responsible for best-in-class Strategis and Business Operation roadmaps for Daymon´s customers and partners.

Oliver Tjon


Beyond Reason

Olivier Tjon, director of the consultancy Beyond Reason (Belgium) – global experts in neuro marketing – explains how private labels can use these amazing innovations to better influence preference and purchase decision.

Pedro Carmo

Director of Global Sourcing


As Director of Global Sourcing, Pedro has led the international team from September 2015 with key responsabilities around – providing the necessary support for sourcing needs in the regions; developing different sourcing activities from supplier vetting to factory visits, hosting clients, showrooms, tradeshow representation, quality standardization, innovation, and brokerage letters – to ensure that teams in the field receive turnkey solutions for their sourcing needs. 

Ramiro Ortiz

Managing Director

Tetra Pak Iberia

Ramiro Ortiz é desde 2019, Managing Director da Tetra Pak Iberia. Ocupou, também, desde 2016 o cargo de Global Key Account Director da conta global da Coca-Cola, tendo entrado na Tetra Pak em 1999. Antes de ocupar o seu cargo atual, desempenhou vários cargos de direcção no Grupo, entre os quais se destaca o seu percurso na liderança do departamento de vendas e gestão de contas chave no Brasil e na Suécia. Ramiro Ortiz nasceu no Brasil há 44 anos e licenciou-se em Engenharia Alimentar na Universidade de Campinas (Unicamp) em São Paulo, em 1998. Desde então, faz parte do grupo Tetra Pak.

Ricardo Torres Assunção

Marketing & Communication Director

DIA Portugal

With more than 20 years of experience in Marketing and Communication, Ricardo is a professional with projects developed in Portugal, Angola and Denmark, as a result of his experience at companies such as McDonald’s, Super Bock Group and, currently, at Grupo DIA, where he deepened the taste for creating brands and trends in extremely broad, competitive and multicultural markets.

Sérgio Rodrigues

Director Strategy & Business Intelligence

Daymon Worldwide Consultancy

Sourcing, Category Management and Strategy functions have been the key focus areas for Sérgio for more than 14 years. Now as Director Strategy and Business intelligence for Daymon, he leads the team as they carry out a well-developed strategy and a game plan for optimising the Business Intelligence platform. He has past experience as a Private Brand Business Developer for AEON Japan, a Private Brand Product Development Expert and more recently a Daymon Health & Wellness Expert with US training Certification.

Tânia Lucas

MC´s Private Label Manager

Sonae Group

Graduated in International Relations from Instituto de Ciências Sociais e Políticas of Lisbon University, she has more than 10 years of experience in food retail, having worked in various companies and roles in the operations and commercial areas. At MC (Sonae group) since 2014, she began her career as Director of the Business Unit in various categories of Consumer Goods and Own Brands and assumed the Commercial Management of Own Brands in March of this year, with responsibility for commercial management and strategic development of the Continente brand.