ISM Middle East 2025 Set to Deliver Record-Breaking Edition as APMEA Sweets and Snacks Market on Track to Reach $389.8 Billion

With global demand for sweets and snacks surging, the Asia, Pacific, Middle East, and Africa (APMEA) region is emerging as the fastest-growing market. By the end of 2025, sales in these regions are expected to reach nearly $389.8 billion, outpacing Europe and North America. Modern consumers are increasingly seeking new sensory experiences, healthier indulgences, GLP-1 friendly options, and plant-based alternatives.

Aligned with this growth, ISM Middle East 2025 will take place at the Dubai World Trade Centre from 15–17 September. As the only dedicated sweets and snacks trade show for APMEA, it will bring together the industry’s leading innovators. The event will feature over 700 exhibitors and draw top international brands such as Carrefour, Dubai Duty Free, Dunkin’, Emirates Airlines, Mariott International, Nestlé, Noon, Panda, Reliance Retail, and Tim Hortons.

Global Exhibitors and First-Time Participants

This year marks the debut of exhibitors from Armenia, Australia, Costa Rica, Croatia, Czech Republic, Hungary, Kazakhstan, Kosovo, Luxembourg, Mexico, and Portugal. In total, participants from 66 countries will showcase products, including returning favorites like Amos, Walker’s Nonsuch Toffees, Chickles Gum, Trolli, Powermints, Batook Chewing Gum, and The Saudi Ice Cream Factory, as well as first-time participants such as Caffarel (Lindt & Sprüngli Group), KoKo’s Confectionery & Novelty, Maison Du Chocolat Café, Mrs. Bector’s, Sucralliance, The Belgian Chocolate Group, and Yupi Indo Jelly Gum.

Trixie LohMirmand, Executive Vice President at Dubai World Trade Centre, commented:
"The sweets and snacks sector is growing at an extraordinary pace across APMEA, outpacing all other regions. ISM Middle East connects global brands, trendsetters, and startups, creating unmatched opportunities for collaboration and growth."

Oliver Frese, COO of Koelnmesse GmbH, added:
"The rising number of exhibitors and expanding exhibition space underline the importance of ISM Middle East. Together with Dubai World Trade Centre, we provide a powerful platform for global brands and high-volume business opportunities in the MENA region."

Expert Stage and Industry Insights

The Expert Stage conference will highlight emerging trends and insights from industry leaders, including Coca-Cola, Choithrams, Big Basket, Deliveroo, and Mars. Topics will cover multi-sensory flavours, high-protein confectionery, AI-driven procurement, and strategies for entering the MENA market.

Festive Product Innovation

The ISM Middle East Festive Showcase will spotlight future trends and viral-ready creations, helping retailers, distributors, wholesalers, and e-commerce platforms prepare for seasonal demand. The regional festive gifting market is expected to reach $8.47 billion by 2032, with chocolate, sweets, and snacks comprising 80% of sales.

Nutree’s Exports Manager, Irene Kouriantaki, shared:
"Participating in ISM Middle East 2025 aligns with our growth strategy and regional expansion, offering the perfect platform to forge partnerships and tap high-growth markets."