ISM Middle East 2025 underscored its role as the leading business platform for the confectionery and snack sector across the Middle East, Africa and Asia-Pacific, drawing thousands of buyers, retailers and distributors to Dubai.
With the regions driving global growth in the industry, the trade fair attracted more than 720 exhibitors from 66 countries, a record for the event.
Brands including Caffarel, Amos, Walker’s Nonsuch Toffees, Chickles Gum, Trolli, Powermints, Maison Du Chocolat Café, Mrs. Bector’s, Sucralliance, The Belgian Chocolate Group and Yupi Indo Jelly Gum used the show to expand distribution networks and secure a foothold in fast-growing markets. Their efforts reflected the increasing strategic weight of the APMEA corridor in the global confectionery trade.
Attendance figures provided further evidence of momentum. The fair drew more than 25,000 visitors, a jump of over 30% from the 2024 edition, while the number of exhibitors climbed more than 25%. Visitors included representatives of 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 event experience was overwhelming,” said Denis Steker, Senior Vice President International at Koelnmesse GmbH. “Not only did the trade fair grow in all categories, such as exhibitors, visitors, participating countries and floor space, but the mood among participants was also exuberant and consistently positive. Exhibitors reported numerous high-quality contacts. This year’s edition has once again set a new industry benchmark in a region that is currently one of the most dynamic markets worldwide.”
Mark Napier, Vice President for Portfolio Growth in Food & Hospitality at Dubai World Trade Centre, described an atmosphere charged with deal-making. “Amid global economic challenges, the energy on the show floor was unmistakable, companies were forging partnerships and signing trade deals with real momentum,” he said. “The appetite to conduct business in person is clear from the record visitor turnout and the surge of new countries eager to establish a foothold in the region.”
Executives from some of the world’s largest food and beverage companies echoed that assessment. “ISM Middle East is the place to be if you want to help shape the trends of tomorrow,” said Nazli Berberoglu, Country Manager for UAE, Bahrain, Oman and Qatar at Coca-Cola. “At Coca-Cola, we’re a consumer-first company and we’re here to understand evolving behaviours, uncover emerging trends, and ensure we meet the changing needs of our customers. We also value this platform to strengthen partnerships with our retailers, working closely with them on the entire consumer journey to deliver the best possible experience.”
For Walid Naser, Category Manager at GMG, the draw lay in exposure to global supply. “I found many confectionery suppliers at ISM Middle East, including the one I was looking for from China,” he said. “Every year, ISM Middle East showcases trendy products, which is one of the main reasons I attend to understand and learn what’s next in confectionery trends such as sustainability and wellness.”
The fair also highlighted the globalization of snack culture, with new entrants exploring opportunities across the Middle East and Africa. Costa Rica’s Snackitos attended for the first time, considering whether to establish a regional factory to serve the MENA market. Mexican company Paletas Mara tested international appetite for its chili-spiced lollipops, with exports manager Carlos Tovar noting strong interest from South African buyers.
Exhibitors used the platform to stage hands-on experiences as well. Aleksey Kushnerenko, the pastry chef behind Bontime, produced more than 6,500 Stroop Waffles for visitors. Dutch company BIP Candy & Toys promoted its Sugar Gang label, popularized by over one million TikTok followers, while Ennjoi presented a halal-certified range designed to meet rising demand across the region.
“ISM Middle East is the best place for us to access these trade corridors and meet our customers,” said Mohamed El Gammal, Export Manager at Egypt-based HMTO for Food, Industry, Import & Export. The company exports to 21 countries across the Middle East, North Africa, Africa, Europe and Asia.
The next edition of ISM Middle East is scheduled for September 15-17, 2026, at the Dubai World Trade Centre.
Find out more at: https://www.ism-me.com/