ISM

ISM Middle East 2025 marked a milestone for the global sweets and snacks industry. With record-breaking buyer attendance, influential partnerships, and trend-setting product showcases, the edition reinforced Dubai’s position as the gateway to APMEA’s dynamic trade corridors and a leading hub for global business growth.

Over three days, the show welcomed 725 exhibitors from 66 countries and connected them with 25,000+ buyers, a 30% increase in attendance. The show floor showcased innovation at scale from Caffarel, Trolli, Sucralliance and The Belgian Chocolate Group driving global influence to Carrefour, Nestlé, Noon, Reliance Retail and Tim Hortons shaping regional sourcing strategies. 

Building on this record-breaking success, ISM Middle East continues to be the definitive growth engine for the sweets and snacks industry across the Middle East, Africa and Asia. It is a powerful platform where global brands, influential buyers, and emerging innovators connect to explore opportunities, shape future trends and unlock the next chapter of growth for the sector.

700+
INTERNATIONAL EXHIBITORS SHOWCASE
60,000+
INNOVATIVE PRODUCTS DISPLAYED
66
COUNTRIES UNITED
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ISM

ISMExpertStage

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.

 

 

GLOBAL LEADERS PAVING THE PATH FOR WHAT'S NEXT IN CONFECTIONERY AND SNACKS


GLOBAL LEADERS PAVING THE PATH FOR WHAT'S NEXT IN CONFECTIONERY AND SNACKS

 

 

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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. 

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 ISMAwards

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.

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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.

JUST NETWORK

GAME CHANGING TRENDS TAKING
OVER THE INDUSTRY

Mindful Morsels: The Rise of Functional Confectionery

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.

The Future of Flavour: Global Trends Defining Tomorrow’s Sweets and Snacks

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.

Beyond Taste: The Art of Multi-Sensory Products

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.

Convenience and Portion Control

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.

Sweet Sustainability: Confectionery with a Conscience

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.

Tailor-Made Treats: The Age of AI and Customization

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.

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The Region's Sweetest Insights --- Served Fresh Every Month

 

POWER BITES

Dr Morgaine Gaye

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.

Dr Morgaine Gaye
Food Futurologist
Jihad El Tannir
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.
Jihad El Tannir
Senior Category Director – Snacks - Middle East & Africa |  Kellanova
Rakesh Jha

ISM Middle East remains an essential platform for us to stay ahead of category evolution. It offers a first-hand look at global innovations, allows us to connect with emerging challenger brands, and helps us identify white space opportunities within our portfolio.

Rakesh Jha
General Manager |  Al Maya

EDITOR'S BITE

TREND BITES - LATEST NEWS AND INSIGHTS

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Festive Season Boosts Gluten-Free Confectionery Market
The holiday season is turning into a prime moment for the gluten-free market, which continues to exp …
Texture to Drive Bakery and Snack Trends in 2026
Ahead of 2026, how food feels in the mouth is emerging as a key factor in consumer enjoyment, rivali …
Ferrero Unveils First Global Sustainability Campaign at Nice Airport
Italian confectionery company Ferrero has rolled out its first worldwide campaign highlighting susta …
Raw and Minimally-Processed Chocolate Gains Traction in Premium Market
The global chocolate industry is evolving as consumers increasingly seek transparency, ethical sourc …
Halloween 2025 Expected to Hit a Record $13.1 Billion Despite Inflation and Tariff Woes
As we gear up for a record-breaking Halloween season, America alone is expected to spend a whopping  …
Ahmed bin Saeed opens ISM Middle East 2025 and Private Label Middle East 2025 at DWTC
- Showcasing two of Asia-Pacific, Middle East and Africa’s fastest growing trade sectors, prominent …
Nestlé Unveils Patented Technique to Maximise Cocoa Fruit Use
Nestlé has achieved a major milestone in its efforts to reduce cocoa waste, developing a patented te …
‘Lipstick Effect’ Fuels Surge in Premium Snacks for Younger Shoppers
What used to be a simple trip down the pantry aisle has become a cultural movement for younger consu …
Gluten-Free Goes Mainstream as Market Heads Toward $13.67 Billion
Once considered a niche dietary need, gluten-free products are now a driving force in food innovatio …
Nestlé Navigates a Challenging First Half as Pressures Mount Across Key Markets
Nestlé SA reported a 10.3% decline in first-half 2025 earnings, citing headwinds in several major ca …
Ferrero’s $3.1B Kellogg Deal Signals Bold Move Beyond Confectionery
Ferrero is making a play far beyond chocolate with a blockbuster $3.1 billion acquisition of WK Kell …
7 Rules for Confectionery Innovation in 2025
From AI-powered ideation to freeze-dried TikTok trends, innovation in sweets is speeding up — but st …
Why Texture Matters More Than You Think in Snack Development
While flavour often takes centre stage in snack innovation, texture is proving to be just as crucial …
New Sweetener Breakthrough: Monk Fruit Molecule Grown in Watermelons
Elo Life Systems has begun field trials for a first-of-its-kind innovation, watermelons engineered t …
Why Minimally Processed Snacks Are the Next Big Thing
Across Europe, snacking is getting a healthy makeover. A new wave of minimally processed snacks, mad …
Functional Confectionery Market Sees Robust Growth
The market for functional confectionery is expanding rapidly, fueled by consumers’ increasing focus …
Confectionery Exporters Hit Hard by New US Tariffs
Confectionery exporters hit hard by new US tariffs  by Natasha Spencer-Jolliffe Chocolate makers and …
Viral Chocolate Craze Drives Global Pistachio Shortage
A luxury pistachio-filled chocolate bar made by Dubai-based chocolatier Fix has gone viral on TikTok …
Cracking the Easter Code: Unwrapping the Sweetest Trends for 2025
Despite a complex global landscape for the chocolate sector, with rising cacao prices and scrutiny o …

EXCLUSIVE REPORTS IN COLLABORATION WITH INNOVA MARKET INSIGHTS

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