With global consumption of sweets and snacks on the rise, Asia, Pacific, Middle East and Africa (APMEA) are emerging as the world’s fastest-growing markets. By the end of 2025, confectionery and snack sales across these markets are projected to reach nearly $389.8 billion, outpacing the growth rates of Europe and North America. The landscape is rapidly evolving, with three in five global consumers seeking new sensory experiences, and more prioritising healthy indulgence, GLP-1 friendly snacks and plant-based alternatives to traditional ingredients. Aligned with this unprecedented growth, ISM Middle East 2025 convenes the sector’s most influential pioneers to harness the region’s surging consumption, accelerate product innovation and provide first-hand access to the people driving the next wave in consumer trends.
Anchored by 86% international exhibitor participation, ISM Middle East will return to Dubai World Trade Centre from 15–17 September 2025 as the sole dedicated sweets and snacks trade event for Asia, Pacific, Middle East and Africa. The outstanding reach of the show attracts attendees from some of the biggest and most established global brands including Carrefour, Dubai Duty Free, Dunkin’, Emirates Airlines, Mariott International, Nestle, Noon, Panda, Reliance Retail and Tim Hortons. Record-breaking participation of over 700 exhibitors will establish ISM Middle East 2025 as the unrivalled platform for sweet and snack brands worldwide to showcase innovations in flavour and texture, empowering buyers with foresight into emerging sector trends.
International Participation Soar as Global Demand for Sweet and Snacks Increases
Broadening buyer access to distinctive regional products, heritage brands and untapped product innovations, ISM Middle East 2025 will mark the debut of exhibitors from Armenia, Australia, Costa Rica, Croatia, Czech Republic, Hungary, Kazakhstan, Kosovo, Luxembourg, Mexico and Portugal. Reinforcing its global stature, ISM Middle East 2025 will feature exhibitors from 66 countries, including leading market players from China, Greece, India, Morocco, Poland, Saudi Arabia, Spain, Türkiye and UAE. Returning giants include Amos, Walker’s Nonsuch Toffees, Chickles Gum, Trolli, Powermints, Batook Chewing Gum and The Saudi Ice Cream Factory in addition to notable first-time participants – Caffarel (Lindt & Sprüngli Group), KoKo’s Confectionery & Novelty, Maison Du Chocolat Café, Mrs. Bector’s, Sucralliance, The Belgian Chocolate Group, and Yupi Indo Jelly Gum.
Trixie LohMirmand, Executive Vice President, Dubai World Trade Centre, said:
“The momentum in sweets and snacks consumption across Asia, Pacific, Middle East and Africa is extraordinary, with growth in these regions now outpacing all other global markets, signalling a pivotal shift in the industry. Positioned at the intersection of these high-growth trade corridors, ISM Middle East has become the critical platform for global brands, uniting trusted multinationals, trend setters and bold start-ups under one roof. This year’s edition unlocks unparalleled opportunities for collaboration, scale and business growth propelling the MENA sweet and snack sector expansion further.”
ISM Middle East is a joint venture between Dubai World Trade Centre and Koelnmesse GmbH.
Oliver Frese, Chief Operating Officer of Koelnmesse GmbH, commented “The continued growth on the exhibitor side and the associated increase in exhibition space is a clear signal of the importance of ISM Middle East for the international confectionery and snack industry. Together with our long-standing partner Dubai World Trade Centre, we are creating a powerful stage for leading global brands, innovative products and high-volume business opportunities. The targeted services for buyers and the consistent business focus make ISM Middle East a strategic driving force for the industry in the entire MENA region – Middle East, Africa and Asia.”
Irene Kouriantaki, Exports Manager, Nutree commented: “Our participation at ISM Middle East 2025 is a deliberate step in advancing our growth strategy, with the region playing a pivotal role in our business development roadmap. Strengthening our presence in Dubai is a priority and ISM Middle East, renowned as the leading exhibition for our category, provides the ideal gateway to forge partnerships, tap into high-growth markets and expand our regional footprint.”
The Expert Stage Debuts the Latest Trends to Hit the Industry
Consumer appetite is evolving faster than ever as platforms like TikTok, turn viral moments into global purchasing decisions. The Expert Stage conference convenes the visionaries shaping tomorrow’s confectionery and snacks landscape. Global market leaders Coca-Cola, Choithrams, Big Basket, Deliveroo and Mars and renowned food futurologists, open the floor to the next big “Dubai-Chocolate Phenomenon”. Perfectly timed to capture the pulse of change, the stage unlocks foresight into emerging movements: the rise of multi-sensory flavours, high-protein confectionery, the disruptive role of AI in procurement and MENA market entry strategies.
The Premier Platform for Festive Product Innovation and Sourcing
Seasonal gifting across the region is set to expand to $8.47 billion by 2032, with chocolate, sweets and snacks equating to 80% of the market. At the forefront of this growth is the ISM Middle East Festive Showcase – the only platform in the region to spotlight future trends and viral-ready creations that have the potential to define cultural moments. From Eid and Ramadan to Christmas and Diwali, the showcase will equip leading retailers, distributors, wholesalers, importers, foodservice operators and e-commerce platforms to anticipate evolving consumer demand, leverage festive storytelling and secure next season hits that will sit at the heart of every celebration.
For more information on ISM Middle East 2025, and to register, please visit: ISM Middle East 2025 | Sweets & Snacks Exhibition
