
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.


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.
GAME CHANGING TRENDS TAKING
OVER THE INDUSTRY
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.
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.
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.
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.
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.
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.

The Region's Sweetest Insights --- Served Fresh Every Month
POWER BITES
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.
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.
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.
EDITOR'S BITE
Fit for Snacking: The Rise of Functional Ingredients in MENA Confectionery & Snacks Sector
The Middle, Africa & Asia's Largest Confectionery and Snacks Trade Event Returns to Dubai This September
TREND BITES - LATEST NEWS AND INSIGHTS
Texture to Drive Bakery and Snack Trends in 2026





