The global confectionery and snack landscape is undergoing a seismic transformation, with the epicenter of consumption and growth shifting inexorably to the East and South. In this new geopolitical reality of taste, ISM Middle East 2025 is preparing not just to reflect this trend, but to amplify it, cementing its role as the cornerstone event for a thriving industry. The data is unequivocal: the Asia, Pacific, Middle East, and Africa (APMEA) regions are set to become the world’s fastest-growing market, with sales projected to reach a staggering $389.8 billion by the end of 2025. This astronomical figure is not merely a statistical milestone; it is a symptom of a profound shift in the lifestyles, purchasing power, and preferences of billions of consumers.
This unprecedented growth, which now consistently outpaces rates in the mature markets of Europe and North America, is fueled by a powerful combination of demographic, economic, and social factors. A young and growing population, rapid urbanization, the rise of a middle class with greater disposable income, and deep digital penetration are creating fertile ground for an industry increasingly focused on immediate gratification, convenience, and sensory experience. Within this dynamic ecosystem, ISM Middle East 2025, scheduled for September 15-17 at the Dubai World Trade Centre (DWTC), stands as a beacon, a mandatory meeting point for the most innovative minds and boldest strategies in the sector. With an international exhibitor participation rate of 86%, the fair confirms its status as the only event dedicated exclusively to the confectionery and snack sector for the entire APMEA macro-region.
The borderless appeal of ISM Middle East 2025 is demonstrated by the exceptional expansion of its exhibitor map. This year’s edition will mark the debut of companies from eleven new countries, including Armenia, Australia, Costa Rica, Croatia, the Czech Republic, Hungary, Kazakhstan, Kosovo, Luxembourg, Mexico, and Portugal. Each new entry represents not only a quantitative expansion but a qualitative enrichment of the offering, bringing to the stage authentic flavors, unexplored culinary traditions, and innovative production approaches. This mosaic of origins joins established players from 66 nations, with major pavilions from China, Greece, India, Morocco, Poland, Saudi Arabia, Spain, Turkey, and the United Arab Emirates.
The presence of these new protagonists complements that of the industrial giants that have shaped the sector’s history. Among the most anticipated returns are brands like Amos, Walker’s Nonsuch Toffees, Chickles Gum, Trolli, Powermints, Batook Chewing Gum, and The Saudi Ice Cream Factory. However, it is the wave of high-profile new entrants that signals the event’s strategic importance. For the first time, ISM Middle East will welcome giants such as Caffarel (part of the Lindt & Sprüngli Group), KoKo’s Confectionery & Novelty, Maison Du Chocolat Café, Mrs. Bector’s, Sucralliance, The Belgian Chocolate Group, and Yupi Indo Jelly Gum. The participation of a leader like Caffarel, under the aegis of Lindt & Sprüngli, is a powerful endorsement, confirming that the fair is now recognized as an essential platform for testing new products, consolidating regional presence, and intercepting nascent trends.
This unparalleled concentration of supply, in turn, attracts an exceptional audience of buyers. The list of pre-registered visitors reads like a who’s who of major global and regional distribution players: Carrefour, Dubai Duty Free, Dunkin’, Emirates Airlines, Marriott International, Nestlé, Noon, Panda, Reliance Retail, and Tim Hortons. This convergence of high-level demand and supply transforms the DWTC pavilions into a global business laboratory, where not only contracts are negotiated but also market strategies for the coming years are defined.
The exponential growth of the APMEA market is not a random phenomenon, but the result of precise socio-economic and cultural dynamics.
1. The Quest for New Sensory Experiences: The presented data is illuminating: three out of five global consumers are constantly seeking new sensory experiences. In a young and hyper-connected region like APMEA, this trend is amplified. Consumers, especially Generations Z and Millennials, are not just buying a product, but an emotion, a story to share on social media. The demand is for bold flavors, unexpected textures, and products that offer a “moment” of escape and discovery. ISM Middle East is the place where these experiences take shape, where innovation becomes tangible.
2. Health as a Priority Driver: Alongside the pursuit of pleasure, a demand for well-being is asserting itself with force. It is no longer just a simple request for “low-sugar” products, but a holistic approach. Several sub-trends are emerging vigorously:
3. The Power of Social Media and Digital Commerce: Platforms like TikTok and Instagram have drastically shortened the trend lifecycle. A product can go viral in hours, generating immediate global demand. ISM Middle East acts as an “early warning system” for buyers, who must be able to identify those products with the potential to explode online. At the same time, the rise of e-commerce and quick-commerce (q-commerce) platforms like Noon and Deliveroo in the region requires packaging optimized for delivery, adequate shelf-life, and branding capable of standing out on a small screen.
Industry leaders recognize the pivotal role of ISM Middle East in this transforming landscape.
Trixie LohMirmand, Executive Vice President of Dubai World Trade Centre, stated: “The momentum of confectionery and snack consumption in Asia, Pacific, Middle East, and Africa is extraordinary. Growth in these regions is now surpassing all other global markets, signaling a fundamental shift in the sector. Positioned at the crossroads of these high-growth trade corridors, ISM Middle East has become the fundamental platform for global brands, bringing together under one roof reliable multinationals, trendsetters, and audacious startups. This year’s edition opens unprecedented opportunities for collaboration, scalability, and business growth, further stimulating the expansion of the confectionery and snack sector in the MENA region.”
Oliver Frese, Chief Operating Officer of Koelnmesse GmbH, emphasized: “The continuous growth of exhibitors and the consequent increase in exhibition space is a clear signal of ISM Middle East’s importance to the international confectionery and snack industry. Together with our long-term partner Dubai World Trade Centre, we are creating a high-impact stage for world-leading brands, innovative products, and high-volume business opportunities. The targeted services for buyers and the constant focus on business make ISM Middle East a strategic engine for the sector across the entire MENA, Africa, and Asia regions.”
Irene Kouriantaki, Export Manager of Nutree, commented from an exhibitor’s perspective: “Our participation in ISM Middle East 2025 represents a decisive step in the progress of our growth strategy, with the region playing a fundamental role in our business development path. Strengthening our presence in Dubai is a priority, and ISM Middle East, renowned as the leading trade fair in our sector, offers the ideal gateway to forge partnerships, access high-growth markets, and expand our regional presence.”
While the pavilions are the beating heart of the event, the Expert Stage is its brain, the place where trends are decoded and future strategies are outlined. The conference program is built to answer the industry’s most pressing questions.
The presence of global market leaders like Coca-Cola, Choithrams, Big Basket, Deliveroo, and Mars ensures discussions are grounded in field experience. These players will discuss how they are navigating the complexity of the APMEA region, from supply chains to hyper-localized marketing strategies. At the same time, the inclusion of renowned food futurists adds a prospective dimension, helping participants look beyond the immediate horizon.
Hot topics on the agenda include:
A recurring theme will be the “Dubai Chocolate Phenomenon,” a metaphor for the city’s ability to create consumer trends of global relevance, which start in the Middle East and conquer the world.
A separate, and extraordinarily important, chapter is dedicated to the festive products business. The seasonal gifting market in the MENA region is projected to reach $8.47 billion by 2032, with chocolate, confectionery, and snacks alone estimated to account for 80% of this market.
The ISM Middle East Festive Showcase establishes itself as the region’s only platform entirely dedicated to this crucial segment. It is not simply about selling holiday chocolates, but about understanding the emotional and cultural narrative behind each celebration. From Ramadan to Eid, from Christmas to Diwali, each occasion has its colors, its symbolic flavors, and its gifting traditions. The showcase provides retailers, distributors, and foodservice buyers with the tools to:
ISM Middle East 2025 is not just a reflection of the growing market; it is an active propellant. It serves as a catalyst for innovation, an accelerator for market entry, and a world-class networking platform. In an era of transition for the sector, where consumer tastes are more sophisticated and volatile than ever, the fair offers clarity, direction, and opportunity. By bringing the entire supply chain together in one place—from established giants like Mars and Coca-Cola to agile startups and influential buyers like Big Basket and Reliance Retail—ISM Middle East 2025 is not merely predicting the future of confectionery and snacks in the APMEA region: it is actively creating it. Participation is no longer an option, but a necessary strategy for any company aspiring to play a leading role in this new, exciting era of global food consumption.
For more information on ISM Middle East 2025 and to register, visit: ISM Middle East 2025 | Confectionery & Snack Fair
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