ISM Middle East 2025 Opens In Dubai With Record Participation From Global Confectionery Brands

The ISM Middle East event, a major hub for the global confectionery and snacks industry, took place at the Dubai World Trade Centre from 15th to 17th September 2025. This event is the largest of its kind in the Middle East, Africa, and Asia. It brings together top sweets and snack producers with key buyers, retailers, and distributors from around the world.

The demand for sweets and snacks is increasing globally. The Asia, Pacific, Middle East, and Africa (APMEA) regions are becoming the fastest-growing markets worldwide. By the end of 2025, these regions are expected to see confectionery and snack sales reach nearly $389.8 billion. This growth rate surpasses that of Europe and North America.

ISM Middle East 2025 will feature over 700 exhibitors, with an impressive 86% being international participants. This makes it an unmatched platform for sweet and snack brands to present their latest innovations in flavour and texture. Buyers gain insights into emerging trends within the sector through this extensive showcase.

Trixie LohMirmand, Executive Vice President at Dubai World Trade Centre, highlighted the significance of this growth: "The momentum in sweets and snacks consumption across Asia, Pacific, Middle East and Africa is extraordinary, with growth in these regions now outpacing all other global markets, signalling a pivotal shift in the industry."

Strategic Positioning

ISM Middle East is strategically positioned at the crossroads of high-growth trade corridors. It serves as a vital platform for global brands by bringing together established multinationals, trendsetters, and innovative start-ups under one roof. This year's edition offers unique opportunities for collaboration and business expansion within the MENA sweet and snack sector.

Seasonal gifting in the region is projected to grow significantly by 2032. Chocolate, sweets, and snacks are expected to make up 80% of this market expansion. The ISM Middle East Festive Showcase plays a crucial role by highlighting future trends and creations that could shape cultural moments.

The event's focus on innovation allows participants to explore new flavours and textures while understanding market dynamics. As these regions continue to grow rapidly in this sector, ISM Middle East remains an essential gathering for industry leaders seeking to expand their influence globally.

With inputs from WAM