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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.

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600+
INTERNATIONAL EXHIBITORS
60,000+
INNOVATIVE PRODUCTS
60+
COUNTRIES PRESENTED

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CONFECTIONERY

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.

CHOCOLATE

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.

SNACK FOODS

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.

TRADITIONAL SWEETS

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.

BISCUITS & CAKES

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.

ICE CREAM & DESSRTS

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.

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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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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.


 

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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

NOW ACROSS SIX HALLS

More Opportunities, More Connections!

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

 

POWER BITES

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

EDITOR'S BITE

TREND BITES - LATEST NEWS AND INSIGHTS

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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 …