ISM Middle East 2025 Solidifies Its Position as the Region’s Premier Sweets and Snacks Platform

Dubai, UAE – September 2025: ISM Middle East 2025 reaffirmed its role as the definitive platform for global growth in the sweets and snacks sector, bringing together international buyers, retailers, and distributors amid rapid expansion across the Asia-Pacific, Middle East, and Africa (APMEA) region. The sector is projected to reach $1.1 trillion by 2029, growing at a CAGR of 5.7%.

The 2025 edition attracted 725 exhibitors from 66 countries, with major brands such as Caffarel (Lindt & Sprüngli Group), Walker’s Nonsuch Toffees, Chickles Gum, Trolli, Maison Du Chocolat Café, Mrs. Bector’s, Sucralliance, The Belgian Chocolate Group, Katrina Sweets, and Yupi Indo Jelly Gum participating to expand distribution networks and capture growth across these dynamic markets.

Attendance surged 30% year-on-year, reaching 25,033 visitors, including representatives from Big Basket, Carrefour, Dubai Duty Free, Dunkin’, Emirates Airlines, Marriott International, Nestlé, Noon, Panda, Reliance Retail, Tim Hortons, Nesto Group, Yandex, and West Zone. The show demonstrated its pivotal role as a bridge between global buyers and the fast-growing regional market.

Global Buyers Endorse ISM Middle East

The three-day event showcased new market entrants, high-calibre buyers, and sourcing leaders who leveraged the platform to connect, explore emerging trends, and stay ahead in a region identified as a hub for evolving consumer preferences in sweets and snacks.

Nazli Berberoglu, Country Manager for UAE, Bahrain, Oman, and Qatar at Coca-Cola, said, “ISM Middle East is the place to be if you want to help shape the trends of tomorrow. We’re here to understand evolving consumer behaviours, uncover emerging trends, and strengthen partnerships with retailers to deliver the best possible experience.”

Walid Naser, Category Manager at GMG, added, “I found many confectionery suppliers, including the one I was searching for from China. ISM Middle East is the perfect platform to explore the latest trends in confectionery, including sustainability and wellness.”

Record-Breaking Participation and Business Momentum

Mark Napier, Vice President of Portfolio Growth Food & Hospitality at Dubai World Trade Centre, noted, “Amid global economic challenges, the energy on the show floor was unmistakable. Exhibitors are forging partnerships and signing trade deals, showing a strong appetite for in-person business.”

Denis Steker, Senior Vice President International at Koelnmesse, said, “The event exceeded expectations in every category—exhibitors, visitors, countries represented, and floor space. The positive mood and high-quality contacts set a new industry benchmark in one of the world’s most dynamic markets.”

Exhibitors Tap Into APMEA’s Expanding Trade Corridors

ISM Middle East continues to attract new countries and brands eager to showcase products to a rapidly expanding consumer base. First-time participants included Snackitos from Costa Rica, exploring opportunities to establish regional operations to serve MENA markets.

Carlos Tovar, Exports Manager at Paletas Mara, said, “By day two, we already saw strong interest from South African buyers, with 10 importers seeking our spicy candy products.”

The event featured over 66,000 sweet and savory products, with live demonstrations such as Aleksey Kushnerenko of Bontime handcrafting 6,500 Stroop Waffles, and exhibitors like BIP Candy & Toys showcasing viral brands like Sugar Gang. Companies including Ennjoi displayed halal-certified products, meeting growing demand across the Middle East.

Mohamed El Gammal, Export Manager at HMTO, said, “We export to 21 countries from Egypt, and ISM Middle East provides unparalleled access to these trade corridors and our customers.”

Next Edition Announced

ISM Middle East 2026 is scheduled to take place from 15–17 September at Dubai World Trade Centre, promising new opportunities, innovations, and growth for the global sweets and snacks industry.