SHERIDAN, WYOMING – September 14, 2025 – With Asia, Pacific, Middle East and Africa (APMEA) now outpacing Europe and North America in sweets and snacks growth, ISM Middle East 2025 is set to position Dubai as the industry’s epicenter. The trade show, running September 15–17 at Dubai World Trade Centre, is forecast to deliver record-breaking international participation, spotlighting innovations that align with evolving consumer demand for indulgence, health-conscious alternatives, and festive-driven product launches.
Record Growth in High-Potential Markets
Confectionery and snack consumption in APMEA is projected to reach nearly $389.8 billion by year-end 2025, establishing the region as the fastest-growing market globally. Demand is being fueled by shifting consumer behaviors, with three in five buyers seeking novel sensory experiences and rising preferences for plant-based, GLP-1 friendly and protein-enriched snacks. This surge underscores how ISM Middle East is strategically timed to capture momentum and connect global players with one of the most dynamic demand corridors worldwide.
Global Exhibitor Expansion at Scale
ISM Middle East 2025 will feature more than 700 exhibitors from 66 countries, with participation from established leaders and first-time entrants alike. The exhibitor base highlights both multinational powerhouses and heritage brands, creating a comprehensive sourcing ecosystem:
- Returning leaders: Amos, Trolli, Powermints, Walker’s Nonsuch Toffees, The Saudi Ice Cream Factory
- First-time participants: Caffarel (Lindt & Sprüngli Group), Maison Du Chocolat Café, Sucralliance, Yupi Indo Jelly Gum, Mrs. Bector’s
- Regional entrants: Armenia, Australia, Costa Rica, Kazakhstan, Luxembourg, Mexico, Portugal and more
The mix reflects how global brands are leveraging the Dubai platform to expand distribution, test innovations, and capture consumer loyalty in high-growth territories.
Industry Leaders See Strategic Opportunity
Executives emphasize ISM Middle East’s role as more than a trade fair—positioning it as a catalyst for strategic growth. Trixie LohMirmand, Executive Vice President, Dubai World Trade Centre, noted:
“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. Positioned at the intersection of these high-growth trade corridors, ISM Middle East has become the critical platform for global brands, uniting trusted multinationals, trend setters and bold start-ups under one roof. This year’s edition unlocks unparalleled opportunities for collaboration, scale and business growth propelling the MENA sweet and snack sector expansion further.”
Market Trends: From TikTok to AI-Driven Procurement
The show’s Expert Stage will dissect emerging drivers shaping the sector. Viral social platforms like TikTok are now influencing global purchasing decisions, while AI integration is disrupting procurement workflows. Sessions will spotlight opportunities in:
- Multi-sensory flavor innovation
- High-protein and functional confectionery
- Plant-based and “better-for-you” indulgence
- Market entry strategies for MENA retail and foodservice
These sessions align ISM Middle East with industry knowledge transfer, providing stakeholders with actionable foresight into upcoming trends.
Festive Sweets and Cultural Storytelling as Growth Catalysts
Seasonal gifting remains a critical revenue driver, forecast to reach $8.47 billion across the region by 2032. ISM Middle East’s Festive Showcase will highlight confectionery and snack innovations tailored for Ramadan, Eid, Diwali, and Christmas. With 80% of the festive market tied to sweets and chocolates, the showcase represents a prime sourcing hub for retailers, e-commerce players, and distributors aiming to anticipate and shape cultural consumption patterns.
Strategic Outlook for the Global Supply Chain
As brands seek to balance indulgence with healthier formulations, ISM Middle East 2025 serves as a gateway to new sourcing, product launches, and regional expansion strategies. The event’s scale, combined with its positioning in Dubai’s trade corridor, solidifies it as the leading international platform for confectionery and snacks innovation. For buyers and suppliers, the show offers both immediate deal-making opportunities and longer-term insights into consumer-driven market shifts.
For more information and registration, visit ISM Middle East 2025 | Sweets & Snacks Exhibition.