ISM Middle East 2025: Record Number of Participants in Dubai
ISM Middle East 2025 brought together leading international buyers, retailers, and distributors from across Asia-Pacific, the Middle East, and Africa (APMEA), underlining the region’s growing influence in the global confectionery and snack trade.
More than 720 exhibitors from 66 countries showcased their products in Dubai, a rise of over 25% compared to the 2024 edition. Brands including Caffarel (Lindt & Sprüngli Group), Amos, Walker’s Nonsuch Toffees, Chickles Gum, Trolli, Powermints, Maison Du Chocolat Café, Mrs. Bector’s, Sucralliance, The Belgian Chocolate Group, and Yupi Indo Jelly Gum used the platform to expand distribution and tap into fast-growing markets along these trade routes.
Visitor numbers also saw a sharp increase, climbing more than 30% year-on-year to exceed 25,000. The fair attracted a strong lineup of global and regional buyers such as Carrefour, Big Basket, Dubai Duty Free, Dunkin’, Emirates Airlines, Marriott International, Nestlé, Noon, Panda, Reliance Retail, Tim Hortons, Nesto Group, Yandex, and West Zone. Their presence highlighted ISM Middle East’s role as a key meeting point between international suppliers and rapidly expanding consumer markets.
The 2025 edition confirmed ISM Middle East as a strategic hub for confectionery and snack manufacturers seeking growth opportunities across APMEA, with both exhibitor and visitor momentum reflecting the region’s rising importance in shaping the industry’s future.
ISM Middle East 2025: Record year with strong visitor numbers
Commenting on this success, Denis Steker, Senior Vice President International at Koelnmesse GmbH, said: “The event experience was overwhelming. Not only did the trade fair grow in all categories, such as exhibitors, visitors, participating countries and floor space, but the mood among participants was also exuberant and consistently positive. Exhibitors reported numerous high-quality contacts. This year’s edition has once again set a new industry benchmark in a region that is currently one of the most dynamic markets worldwide.”
Mark Napier, Vice President, Portfolio Growth Food & Hospitality, Dubai World Trade Centre commented: “Amid global economic challenges, the energy on the show floor was unmistakable, companies were forging partnerships and signing trade deals with real momentum. The appetite to conduct business in person is clear from the record visitor turnout and the surge of new countries eager to establish a foothold in the region. Exhibitors come to ISM Middle East to tap into these fast-growing markets, build strategic partnerships face-to-face, and ultimately drive business growth.”
Exhibitors Champion ISM Middle East as the Gateway to APMEA’s Thriving Trade Corridors
Nazli Berberoglu, Country Manager, UAE, Bahrain, Oman, Qatar from the Coca-Cola Company: “ISM Middle East is the place to be if you want to help shape the trends of tomorrow. At Coca-Cola, we’re a consumer-first company and we’re here to understand evolving behaviours, uncover emerging trends, and ensure we meet the changing needs of our customers. We also value this platform to strengthen partnerships with our retailers, working closely with them on the entire consumer journey to deliver the best possible experience.”
Walid Naser, Category Manager, GMG, commented: “I found many confectionery suppliers at ISM Middle East, including the one I was looking for from China. Every year, ISM Middle East showcases trendy products, which is one of the main reasons I attend to understand and learn what’s next in confectionery trends such as sustainability and wellness.”
Exhibitors Champion ISM Middle East as the Gateway to APMEA’s Thriving Trade Corridors
Each year, ISM Middle East welcomes an increasing number of new countries to its show floor, reflecting the rapid rise of international snack culture. The accelerating growth of the APMEA region has firmly placed it on the global business radar, attracting more companies eager to showcase their products to its fast-expanding consumer base. Snackitos, from Costa Rica were in attendance for the first time to explore opportunities to access the Middle East and Africa, with early insights highlighting the potential of setting up a factory in the region to better serve the MENA market.
Carlos Tovar, Exports Manager, Paletas Mara commented: “We’re a hard candy company specialising in lollipops with a Mexican spice twist, a rising trend fuelled by the popularity of Takis. By day 2 of the show, we had already seen a strong interest from South African buyers, with 10 importers and wholesalers specifically seeking spicy candy.”
With thousands of sweet and savoury products tapping into both established and emerging trends, the show floor buzzed with activity as exhibitors forged new partnerships, among them Aleksey Kushnerenko, the pastry chef and face of Bontime, who hand-crafted over 6,500 Stroop Waffles for visitors on-site. BIP Candy & Toys, Netherlands, leveraged ISM Middle East as a prime business platform to showcase its Sugar Gang label, boasting over one million TikTok followers, and Ennjoi, Europe and China, showcased their halal-certified range, both companies have seen a surging demand for their products across the Middle East.
Mohamed El Gammal, Export Manager, HMTO for Food, Industry, Import & Export: “We manufacture our product in Egypt and export to 21 countries including Middle East, North Africa, Africa, Europe and Asia. ISM Middle East is the best place for us to access these trade corridors and meet our customers.”
The next edition of ISM Middle East will take place from 15 – 17 September 2026 at Dubai World Trade Centre.