The region’s leading confectionery and snacks trade event is returning with record-breaking scale, global participation and a bold vision for the future of the industry.
ISM Middle East is the region’s leading gateway to the global confectionery and snacks trade and the largest, most influential event of its kind across the Middle East, Africa and Asia. Returning to Dubai World Trade Centre from 15 to 17 September 2025, the show will unite the world’s most exciting confectionery and snack producers with the region’s top buyers, retailers and distributors, all under one roof in the heart of a global trade capital.
This milestone edition will welcome a record number of global exhibitors from more than 60 countries, making it the most expansive ISM Middle East edition to date. From chocolate and confectionery to snack foods, biscuits, desserts and traditional treats, the show offers a dynamic platform to explore next-gen products, uncover fast-moving product trends and build lasting, high-value trade partnerships.
As consumer demand across the region continues to accelerate, ISM Middle East 2025 presents unmatched opportunities for ambitious brands looking to scale across the MENA market and beyond, powered by Dubai’s unmatched status as a strategic food trade hub.
The Epicentre for Global Brands and Emerging Products
Driven by surging interest from top-tier brands, ISM Middle East 2025 has expanded into two additional halls, now spanning six in total. Bringing together a dynamic mix of established market leaders and fast-growing disruptors, the event will showcase over 60,000 products from more than 600 exhibitors, making it the region’s most vibrant ecosystem for sourcing and trading confectionery and snacks.
First-Time Exhibitors Bring Fresh Energy to the Show Floor
With global key players confirming their participation, ISM Middle East 2025 will feature industry powerhouses such as Shenzhen Amos, The Fini Company and Danpak Food Industries Pvt.Ltd., among many others. Visitors can explore a vibrant mix of trusted favourites alongside category-defining newcomers, catering to both regional and international markets. Look forward to seeing debuts on the show floor by Caffarel (from Lindt E Sprungli Spa’s portfolio), The Belgian Chocolate Group, Sucralliance, Mrs. Bector’s, Pecan Deluxe Candy Europe Ltd and more.
New Country Debuts Bring Fresh Markets and Bigger Opportunities
ISM Middle East 2025 will welcome a lineup of new country exhibitors, offering buyers access to distinctive products and emerging markets. From Australia and Costa Rica to Switzerland, Portugal, Hungary, Kazakhstan, Luxembourg, Mexico and Croatia, attendees can explore a diverse range of confectionery, snacks and heritage specialities. This global presence provides a unique opportunity to source new products, expand portfolios and connect with high-potential markets across the region and beyond.
New Country Debuts Bring Fresh Markets and Bigger Opportunities
ISM Middle East 2025 will welcome a lineup of new country exhibitors, offering buyers access to distinctive products and emerging markets. From Australia and Costa Rica to Switzerland, Portugal, Hungary, Kazakhstan, Luxembourg, Mexico and Croatia, attendees can explore a diverse range of confectionery, snacks and heritage specialities. This global presence provides a unique opportunity to source new products, expand portfolios and connect with high-potential markets across the region and beyond.
Powerful Conversations Driving Industry Growth at Expert Stage
Beyond sourcing, ISM Middle East is a destination for knowledge sharing and strategic networking. The Expert Stage will feature over 120 live discussions led by industry leaders, market analysts, product developers and more, including Ekaterina Pichugova from Mars, Beatrice Quarella from Innova Market Insights, Rakesh Jha from AL MAYA GROUP, Taran Bassi from General Mills and other experts.
Attendees will gain vital perspectives on AI-powered production techniques, sustainable sourcing practices, sugar reduction, next-generation packaging formats, and the growing sector of functional confectionery. Dedicated sessions will also focus on regional market dynamics, guiding companies looking to enter or expand within the MENA region and beyond.
Unwrap the Festive Season at ISM Middle East’s Sweetest Showcase
Get ready to unwrap what’s next. The Festive Showcase returns with a handpicked selection of seasonal products designed to spark innovation, drive sales and meet soaring demand around Ramadan, Diwali, Christmas and Eid. Reflecting the growing role of gifting in the confectionery and snacks space, this dedicated area will feature premium assortments, culturally tailored offerings and eye-catching packaging. For buyers, it’s an exclusive preview of the festive favourites set to define the year’s most high-impact retail moments.
Celebrating Creativity, Innovation and Market Impact in Sweets and Snacks
The ISM Middle East Awards return to honour the brands leading the way in creativity, quality and commercial impact across the confectionery and snacks industry. Recognising standout achievements in categories including Best Chocolate Product, Best Candy (Hard & Soft), Best Bakery Product, Best Traditional Product, Best Healthy Snacks, Best Packaging, Best Brand Story and the newly introduced Best Festive Product, the awards spotlight the products and ideas that are influencing the future of the sector.
Winning at ISM Middle East is more than a mark of excellence; it’s a launchpad for greater market visibility, credibility and growth. With a jury of industry experts and global exposure on the show floor, the awards offer participating brands a powerful opportunity to elevate their profile, attract new buyers and open doors to high-potential markets across the region and beyond.
Matchmaking That Means Business
ISM Middle East’s dedicated, tailored meetings programme is designed to deliver tangible commercial outcomes by connecting pre-vetted buyers with qualified suppliers. Through personalised matchmaking, pre-scheduled appointments and concierge-level support, this initiative optimises networking efficiency, enabling participants to focus on high-value business relationships that drive growth.
Discover, Source and Partner with the World’s Top Brands this September
As consumer tastes become more diverse, ethical and experience-driven, ISM Middle East remains at the forefront of redefining the confectionery and snacks landscape. The event continues to bring together the industry’s most creative minds and dynamic businesses in the heart of Dubai. ISM Middle East 2025 takes place from 15 to 17 September at Dubai World Trade Centre. Registration is now open, for more information and to secure your pass, visit www.ism-me.com.
