The second day of ISM Middle East and Private Label Middle East 2025 at the Dubai World Trade Centre has unequivocally demonstrated that the global food and beverage industry’s centre of gravity is firmly shifting eastwards. The halls, pulsating with a palpable energy, served as a grand bazaar of international ambition, where global retailers, distributors, and top-tier buyers converged not merely to transact, but to forge the high-value, strategic partnerships that will define the next chapter of global growth. Against a backdrop of profound macroeconomic shifts and evolving consumer behaviours, the event has solidified its role as the indispensable nexus for cross-border trade and portfolio diversification.
The driving forces behind this momentum are both compelling and clear. A seminal statistic hung over the bustling ISM Middle East show floor like a guiding principle: 58% of global consumers now report craving snacks more than traditional meals. This fundamental shift in eating habits, moving from structured sustenance to all-day grazing and occasion-based indulgence, has created a frantic hunt among buyers for the next big sweet and snack phenomenon. The aisles were not just pathways between booths; they were discovery zones where retailers, from regional hypermarket chains to international specialty stores, actively scouted for innovations that could capture the imagination—and wallets—of this new consumer paradigm.
Simultaneously, the adjacent Private Label Middle East exhibition told a parallel, yet equally powerful, story. With recent market data revealing that the Middle East and Africa’s private label value sales growth is accelerating at the fastest rate in the world, the show floor became a strategic command centre for retailers. Here, the focus was not on branded differentiation, but on building sovereign control over product portfolios, supply chains, and margin structures. In an era where cross-border trade and a robust international presence are more critical than ever for resilience and profitability, companies across both shows were united by a singular, overarching ambition: to broaden their portfolios, de-risk their operations, and unlock new frontiers of growth in the world’s most dynamic emerging markets.
ISM Middle East has transcended its function as a trade show to become the epicentre of global trade flows in the sweets and snacks sector. It is a microcosm of globalization itself, where the trajectories of producers from Latin America intersect with the sourcing strategies of buyers from Southeast Asia, all facilitated by the strategic gateway of the Middle East. The event’s composition is a testament to its global pull, with a significant contingent of exhibitors and visitors from Europe, Asia, the Americas, and Africa, all recognizing Dubai’s unique position as a bridge between East and West.
A quintessential example of the high-stakes, international deal-making taking place was a strategic meeting between Ahmed Odeh, Owner of JA Chocolate Factory, and Feruz Rakhmatullaev from the UAE Office of the Ministry of Investment of Uzbekistan. This was not a casual conversation but a focused exploration of bilateral trade potential. They engaged in detailed discussions about leveraging the UAE’s advanced manufacturing and logistics infrastructure to export premium chocolate products to the burgeoning consumer markets of Uzbekistan and other Central Asian nations. Conversely, they also explored the potential of sourcing unique raw materials, such as high-quality cocoa or regional flavour profiles, from Uzbekistan for production in the UAE, creating a truly symbiotic supply chain.
“We discussed the potential of exporting our chocolate products from our UAE factory to Uzbekistan and vice versa,” stated a visibly optimistic Odeh after the meeting. “We see strong opportunities for collaboration, and it was a very successful first meeting. The environment here at ISM Middle East is conducive to these kinds of strategic, cross-border dialogues. Tomorrow, we look forward to continuing these conversations across the halls and solidifying the framework for a lasting partnership.” This single interaction encapsulates the event’s core value: facilitating connections that can reshape regional trade maps.
The global diversity of the event is expanding at an remarkable pace. In its 2025 edition, Private Label Middle East attracted 15 new exhibiting countries, each bringing its unique manufacturing capabilities and product specialties to the fore. This annual wave of new participants—from emerging agro-powerhouses to established manufacturing hubs in Eastern Europe and Asia—is a primary driver behind the show’s rapid expansion, which has seen its floor space and visitor attendance grow tremendously since its inception. This growth is not merely quantitative; it is qualitative, enriching the ecosystem with new materials, processes, and competitive options for buyers.
The strategic value for exhibitors is immense. Mina Georges, VP Operations at Mamiba Cosmetics, articulated the calculated approach companies take. “For Private Label Middle East, we’ve developed special formulas and product lines specifically tailored to the opportunities we see here, including baby care, home care, sports cosmetics, and suncare,” she explained. “Over the past few days, we’ve been thrilled to engage with customers across a wide range of industries — from large pharmacy chains and luxury hotel groups to individual content creators looking to launch their own private label brands to fill specific market gaps. This show provides a unique window into the entire value chain of the private label world.”
In today’s hyper-competitive F&B landscape, a trade show must be more than a marketplace; it must be a crystal ball. ISM Middle East has firmly established itself as the platform for trend-setting innovation, a must-attend fixture on the industry calendar where the future of consumption becomes tangible. The products on display are not just items for sale; they are data points in a larger narrative about health, experience, and functionality.
The pursuit of the “Multi-Sensory Experience” was brilliantly exemplified by the Amos TastySounds Audio Lollipop. This product is a masterpiece of experiential marketing and technological integration. It pairs a premium, sugar-free blueberry lollipop with a proprietary audio technology that uses bone conduction to deliver electronic music directly to the user’s inner ear. This creates a deeply immersive experience where taste and sound are fused, targeting not just children but the experience-driven Gen Z and Millennial demographics who crave shareable, novel moments. It represents the frontier of indulgence, moving beyond flavour to create a holistic sensory event.
Alongside experience, the powerful trend of “Functional Indulgence” continues to gain sophistication. Consumers are no longer willing to choose between health and pleasure; they demand both. The Prestige Wellness Biscuits with Probiotics by Prestige-96 are a perfect case study. They fuse the wholesome, fibrous goodness of oats with the creamy tang of yogurt and the tangible gut health benefits of live probiotic cultures. This is not a niche health food; it is an indulgent biscuit that happens to offer a functional benefit, allowing consumers to feel good about their snack choices without a sense of deprivation. It speaks to a mature understanding of holistic wellness, where digestive health is paramount.
At Private Label Middle East, the scope expands beyond food to encompass the entire private label ecosystem. The show features a comprehensive array of non-food products, including cutting-edge packaging solutions that enhance sustainability and shelf-appeal, specialized cleaning products, high-grade beauty ingredients, bespoke hotel amenities, and innovative kitchen utensils. It is a one-stop shop for any retailer looking to build or expand their own brand across categories.
Innovation here is equally fierce. Ross LifeScience USA Incorporated launched their patented E-BAST platform, a range of herbal insecticide products that offer an effective, non-toxic alternative to chemical solutions, tapping into the growing consumer demand for natural and safe home care. ELiX showcased a Hypoallergenic Crease Releaser, addressing the needs of consumers with sensitive skin and a desire for convenience, a key driver in the textile care segment. Meanwhile, Dolcetto launched a zero-sugar coffee syrup, directly responding to the massive health and wellness trend of reducing sugar intake without compromising on flavour, a crucial offering for the at-home coffee culture that boomed during the pandemic and continues to thrive.
Beyond the bustling show floor, the Expert Stage Conference served as the intellectual heart of the event, a forum where the industry’s leading minds gathered to translate observations into actionable strategy. The discussions were characterized by a blend of high-level strategic foresight and grounded, practical advice.
In a panel discussion delving into the volatile world of flavour trends and the risks and rewards of rapid innovation, Nadar Saigol, Managing Director of SMITHS Saigol & Gulf, offered a crucial note of caution and clarity. “If you are an entrepreneur or part of a team driving product development, the number one item to remain constant is brand image,” he advised. “In a world of fleeting viral trends, your brand’s core identity and promise are your anchor. Quick innovation for its own sake doesn’t exist anymore in a sustainable way; a new product must be something developed with a strategic, disciplined process that aligns with your long-term brand equity. Chasing every trend can dilute what you stand for and ultimately damage the trust you’ve built with your consumers.”
This sentiment was echoed by buyers who are on the front lines of consumer demand. Vishal Das, Vice President of Group Category at Big Basket, a major Indian grocery retailer, underscored the non-negotiable urgency of being present at ISM Middle East. “The dynamics here are incredible,” he observed. “We’re seeing viral trends take root in the Middle East and then ripple across the globe, influencing companies’ biggest business decisions. The consumer here is young, connected, and adventurous, making this region a leading indicator for global tastes. It is absolutely crucial for brands and buyers to be at ISM Middle East 2025 not just to see the latest trends, but to feel the pulse of the market and discover what the next global phenomenon could be. Missing this event is a strategic blind spot.”
One of the most illuminating sessions detailed the human-centric design philosophy behind a true private label success story. Representatives from Talabat, the region’s leading online food and q-commerce platform, took to the stage to unpack the strategic rationale and execution behind their massive investment into their private label, Talabat Mart. The results are staggering: 550 items launched across 7 MENA markets in just two years.
The challenge, as explained by Anna Szarecka, Private Brand and Imports Manager, MENA for Talabat, was uniquely modern. “Our brand is fully virtual,” she stated. “We are a digital-first entity. Creating a private label brand that the customer will see and trust only through their phone screen, without the tactile reassurance of a physical store, was our paramount challenge. We had to design labels and a brand personality that could instantly transmit quality, credibility, and value through a tiny digital interface.”
To achieve this, Talabat partnered with Daymon International, a global leader in retail branding and sourcing. The collaboration was focused on translating the established personality of the Talabat master brand—known for its speed, reliability, and user-friendliness—into its new private label. This required captivating visuals, clear and compelling product storytelling, and a consistent design language that could build trust at a glance. The success of Talabat Mart is a masterclass in how to leverage an existing digital relationship with a consumer to successfully launch a private label portfolio, creating a new, high-margin revenue stream while enhancing customer loyalty in the fiercely competitive q-commerce space.
The convergence of ISM Middle East and Private Label Middle East in Dubai is a powerful symbol of the new rules governing the global food and beverage industry. The events are two sides of the same coin, representing the dual strategies that retailers and distributors are employing to thrive:
The key takeaway from Day 2 is that the most successful players in the market are no longer choosing one path over the other. They are actively and simultaneously pursuing both. They are leveraging the scale and innovation of global brands from ISM while building the strategic depth and profitability of their own private label portfolios from Private Label Middle East.
The discussions in the conference rooms, the deals struck on the show floor, and the products launched all point to a future that is more digital, more health-conscious, more experiential, and decidedly more global. The Middle East, with Dubai as its commercial capital, is no longer just a lucrative market to sell into; it has become a critical strategic hub for sourcing, partnership formation, and trend forecasting that resonates worldwide. The momentum generated at the Dubai World Trade Centre this week is not confined to the event’s duration; it is the catalyst for the supply chains, product launches, and retail strategies that will dominate the global F&B landscape for the years to come. The world of food has gathered in Dubai, and the decisions made here will undoubtedly shape what the world eats tomorrow.
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