The countdown to ISM Middle East 2025 has officially begun.
There is only one destination where the global sweets and snacks industry comes together to shape what’s next and that’s ISM Middle East. Returning from 15–17 September 2025 at Dubai World Trade Centre, ISM Middle East is the largest and most international confectionery and snacks trade event across the Middle East, Africa, and Asia, bringing the world’s most innovative brands, breakthrough products, and high-volume opportunities under one roof.
With an expanded show floor, record-breaking participation and tailored buyer features, this is your inside track to what’s next. Get ready for the epicentre of product discovery and partnership in the sweets and snacks world.
At ISM Middle East, the confectionery sector takes centre stage with a showcase of global favourites and rising innovations. From sugar-free and vegan options to ethically sourced ingredients and bold flavour pairings, this sector reflects a fast-evolving industry rooted in indulgence and purpose. With a growing demand for better-for-you treats and experience-driven products, this is where brands connect with MENA’s high-growth markets through immersive flavour, form and function.
The chocolate sector at ISM Middle East brings together the world’s finest chocolatiers, high-volume producers, and premium exporters. With plant-based formats, bean-to-bar storytelling, functional infusions, and clean-label innovations gaining momentum, the market is evolving beyond indulgence into health, ethics and experience. Whether it’s dark, filled, single-origin or sustainably packaged, chocolate continues to lead retail expansion and festive gifting trends in the region.
Snacking is no longer a moment, it’s a lifestyle. ISM Middle East curates the most dynamic global innovations in salty, crunchy, and functional snacks, including protein-rich bites, baked chips, ancient grain-based formats and hybrid textures. With the MENA region seeing strong year-on-year growth in snack consumption, this sector is a go-to for brands seeking to launch convenience-led, health-focused or culturally adapted snacking solutions.
From Middle Eastern favourites like Turkish delights and halwa to Asian mithai and European nougats, ISM Middle East brings together the world’s most beloved traditional sweets under one roof. As consumers rediscover nostalgic tastes with modern packaging and ingredient upgrades, this sector blends authenticity with innovation providing retailers with rich storytelling and cultural appeal in every bite.
The biscuits and cakes segment continues to evolve, with demand surging for clean-label, gluten-free, and fortified formats. From buttery classics and artisanal bakes to impulse-driven miniatures and ambient-layered cakes, ISM Middle East offers a global spread of sweet baked goods ready to meet regional retail, travel and gifting needs. Innovation in packaging, shelf-life, and permissible indulgence is shaping what’s next in this heritage-meets-modern sector.
As MENA’s appetite for frozen treats rises, ISM Middle East showcases premium gelatos, vegan sorbets, and low-sugar desserts alongside innovative formats like frozen mochi, single-serve pots and mix-and-pour creations. With seasonality, flavour fusion and health trends converging, this sector is a sensory playground for buyers exploring products that offer indulgence without compromise.

GAME CHANGING TRENDS TAKING
OVER THE INDUSTRY
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Indulgence is evolving beyond taste, today’s sweets are smarter. From cognition-boosting chocolates to stress-relieving gummies, the industry is embracing functional ingredients like nootropics, adaptogens, and botanicals to cater to wellness-conscious consumers. Discover how brands are infusing intelligence into indulgence for a new era of confectionery.
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From bold, exotic infusions to retro-nostalgic comebacks, confectionery and snacks is constantly reinventing itself. Whether it’s spicy-sweet pairings, umami-rich chocolates, or cultural crossovers, the latest flavour innovations are rewriting the rules of indulgence. Get a taste of what’s next in global sweets and snacks.
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Modern consumers don’t just eat sweets and snack; they experience them. Whether it’s the fizz of popping candies, the crunch of layered textures, or the mesmerizing shimmer of crystal-clear confections and snacks, the market is shifting towards immersive, interactive treats that engage all the senses. Step into the future of hyper-sensory indulgence.
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Busy lifestyles demand convenience, driving the popularity of single-serve packs of crackers and cookies. These convenient portions allow for easy, on-the-go snacking without the concern of overindulging. Brands are increasingly focusing on these on-the-go snacks, catering to the needs of consumers who seek quick, satisfying options that fit seamlessly into their hectic schedules.
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Ethical indulgence is no longer a niche, it’s an expectation. Consumers demand sustainable sourcing, eco-friendly packaging, and full transparency from farm to final bite. From fair-trade cocoa to zero-waste innovations, discover how the industry is leading a responsible revolution while delivering on flavour.
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No more one-size-fits-all indulgence, personalization is the new standard. Thanks to AI-driven insights and 3D-printing technology, confectionery and snack brands are crafting customizable treats tailored to individual flavour preferences, dietary needs, and even wellness goals. See how the industry is delivering made-for-you magic.
POWERFUL CONVERSATIONS. GAME-CHANGING STRATEGIES.
Hear from industry trendsetters and thought leaders as they spark dialogue about critical industry shifts and agile strategies influencing the confectionery industry. stry. ISM Middle East brings you insights that will redefine the way you do business.
Over three power-packed days, immerse yourself in 120+ sessions exploring ethical sourcing, waste reduction, and next-gen eco-friendly packaging. Discover how Al is revolutionizing product development, from hyper-personalized treats to predictive flavor analytics.

Your Exclusive Access to the Next Big Trend in Festive Gifting
ISM Middle East Festive Showcase brings brands together to present their newest and most enticing offerings for all cultural and celebratory occasions.
This inviting space highlights the latest festive product lines and provides targeted networking opportunities, connecting world-renowned confectionery and snacks brands with influential buyers looking to source the next big trend in festive gifting.

The ISM Middle East Awards honour the most groundbreaking ideas and revolutionary products shaping the sweets and snacks industry.
As the ultimate platform for industry recognition, the awards celebrate stand-out brands that are advancing the sector with new-to-market novelties, nostalgic favourites, and new consumer-driven creations.

Strategic Networking. Powerful Connections.
Unlock global opportunities and find your perfect business match with ISM Middle East's exclusive networking programme.
Designed to connect exhibitors with key buyers, this initiative ensures meaningful engagements that drive real business growth. Gain access to personalised introductions, VIP concierge support and curated participant lists, making every connection count.

NOW ACROSS SIX HALLS
The Region's Sweetest Insights --- Served Fresh Every Month
POWER BITES
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From micro-meals to memory-linked cravings, Dr Gaye explains how appetite, flavour and emotional connection to food are all being redefined in real time and why the industry must adapt fast.
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From personalised snacks to AI-powered innovation, Jihad El Tannir unpacks how shifting consumer preferences, local flavour demand, and the rise of functionality are reshaping the snacking landscape and why brands must act now to stay ahead.
EDITOR'S BITE
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Ramadan 2025: The Rise of Seasonal Flavours, Health-Conscious Treats and Cultural Offerings
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Ramadan 2025: The Rise of Seasonal Flavours, Health-Conscious Treats and Cultural Offerings
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Ramadan 2025: The Rise of Seasonal Flavours, Health-Conscious Treats and Cultural Offerings
TREND BITES - LATEST NEWS AND INSIGHTS
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Redefining the art of soft chocolate: Innovations in the artisanal and premium chocolate market
Gifting and sense of place continue to play key roles in confectionery, says leading retailers
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7 Rules for Confectionery Innovation in 2025
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Redefining the art of soft chocolate: Innovations in the artisanal and premium chocolate market
Gifting and sense of place continue to play key roles in confectionery, says leading retailers
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7 Rules for Confectionery Innovation in 2025
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