ISM

ISM Middle East is the region's largest dedicated trade event for confectionery and snacks, where the global industry converges in the Middle East, Africa and Asia, to source, partner, launch and grow.

Held in Dubai, the world's most connected trade gateway, it brings 600+ producers and suppliers from 60+ countries face-to-face with the buyers, distributors and decision-makers who control what gets listed and consumed across the fastest-growing confectionery corridor in the world.

Spanning chocolate, confectionery, snack food, ice cream, desserts, biscuits, cakes and traditional sweets, ISM Middle East is where supply networks are built, multi-origin sourcing strategies are executed, distribution partnerships are formed and the commercial momentum that defines this year begins. Three Days. One City. The Entire Industry.

700+
EXHIBITORS
25,033
VISITORS
140
COUNTRIES IN ATTENDANCE
60+
EXHIBITING COUNTRIES
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sectors
CONFECTIONERY

Sugar confectionery, gummies, hard candy, jellies, marshmallows, lollipops, mints, lozenges, novelty formats.

The confectionery sector at ISM Middle East 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 APMEA's high-growth markets through immersive flavour, form and function.

CHOCOLATE

Pralines, tablets, bars, truffles, filled chocolates, single-origin, bean-to-bar, plant-based, festive and gifting formats.

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

Salty snacks, baked snacks, extruded formats, popcorn, nuts, seeds, savoury crackers, protein bars, healthy snacks.

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

Turkish delight, halva, baklava, mithai, nougats, regional confectionery, heritage brands.

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

Biscuits, cookies, wafers, layered cakes, ambient bakery, breakfast bars, gluten-free, fortified and artisanal formats.

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 & DESSERTS

Premium gelato, sorbets, frozen novelties, dairy-free, low-sugar desserts, frozen mochi, single-serve and family formats.

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.

CHOOSE YOUR ROUTE INTO ISM MIDDLE EAST 2026

Three days to access the buyers, distributors and decision-makers who control what gets listed and consumed across some of the world's fastest-growing markets. New distribution agreements. New market entries. Category-defining launches. These are not aspirational outcomes, they are what this show is built to deliver.

ISM Middle East is the most productive sourcing event on the calendar for confectionery and snacks. The world's leading brands are concentrated into a single event, a single week, a single city giving you the access, validation and visibility to make faster, smarter, better-informed decisions.

why visit
Multi sourcing

The APMEA Confectionery Industry Has One Annual Meeting Point. This Is It.

Compress months of global sourcing into three high-impact days. ISM Middle East gives you concentrated access to the world's leading confectionery and snacks producers all in one place, all ready to do business.

  • 700+ exhibitors from 60+ countries: National pavilions from India, China, Turkey, Spain, Poland, Greece, Switzerland, Australia and more
  • Meet, compare and validate multi-origin suppliers across the same category

  • Halal-certified suppliers across every sector: A non-negotiable listing requirement across MEA and Southeast Asian markets
  • Curated matchmaking programme: pre-scheduled meetings matched to your category, geography and buying profile
  • Regional nearshoring hub: Source from producers closer to your markets with shorter lead times, lower freight exposure, faster replenishment

Shorten your sourcing cycle. Access the global confectionery market from one floor.

ISM

ISMExpertStage

POWERFUL CONVERSATIONS. GAME-CHANGING STRATEGIES.

At ISM Middle East, expert voices come together to unpack the most important shifts impacting the industry from evolving consumer behaviour and product development to supply chains, reformulation and market expansion strategies.

Each day follows a clear content focus, guiding attendees through data-led insights, innovation pathways and commercial strategy, with both regional relevance and global perspective.

 
 

FESTIVE

Festive logo

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. 

 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.

ism
JUST NETWORK


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.

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

 

EDITOR'S BITE

TREND BITES - LATEST NEWS AND INSIGHTS

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