Global Buyers and Trends Shine at ISM Middle East 2025

Dubai, September 16, 2025: The second day of ISM Middle East and Private Label Middle East 2025, held at the Dubai World Trade Centre, became a vibrant hub of global commerce, innovation, and collaboration. Retailers, distributors, and influential buyers from across continents gathered to explore the latest snacking phenomena, unveil private label breakthroughs, and unlock the vast trade potential of the Middle East and Africa.

With global data showing that 91% of consumers snack at least once daily, and 58% now preferring snacks over full meals, the exhibition floor was electric with anticipation. Buyers sought the next global sweet or snack sensation, while retailers scouted new markets and category expansions. In parallel, the Middle East and Africa continued to demonstrate the fastest private label value sales growth worldwide, cementing the region as a dynamic frontier for global trade.

A Gateway for Global Partnerships

ISM Middle East reinforced its role as a strategic global sourcing hub, uniting buyers and brands in pivotal business discussions. One such highlight was a meeting between Ahmed Odeh, Owner of JA Chocolate Factory, and Feruz Rakhmatullaev of the Uzbekistan Ministry of Investment, exploring opportunities for chocolate trade between the UAE and Uzbekistan. “We see strong opportunities for collaboration, and this first meeting has been very successful. We look forward to deepening discussions tomorrow,” Odeh remarked.

The private label sector also witnessed remarkable expansion with 15 new exhibiting countries joining in 2025. This surge in participation underlined the exhibition’s rapid rise as a premier global destination for brand-building and market diversification.

Innovation at the Forefront

The exhibitions showcased cutting-edge innovations designed to meet modern consumer needs.

• Amos TastySounds Audio Lollipop offered a multisensory indulgence by pairing a sugar-free blueberry lollipop with electronic music through bone conduction.

• Prestige Wellness Biscuits with Probiotics brought together oats, yogurt, and live cultures to deliver functional gut health benefits alongside taste.

Private Label Middle East widened the horizon beyond food to include packaging solutions, beauty products, cleaning innovations, hotel amenities, and kitchen tools. Among the launches:

• Ross LifeScience USA unveiled its patented E-BAST herbal insecticide platform.

• ELiX introduced a Hypoallergenic Crease Releaser.

• Dolcetto launched a zero-sugar coffee syrup, responding to growing demand for guilt-free indulgence.

Industry leaders such as Mamiba Cosmetics showcased specialized private label formulations ranging from baby care to sports cosmetics, attracting buyers from pharmacies, hotels, and even content creators eager to launch niche brands.

Expert Insights: Navigating Future Trends

The Expert Stage Conference brought together influential voices shaping the future of sweets, snacks, and private labels.

• Nadar Saigol, Managing Director of SMITHS Saigol & Gulf, advised entrepreneurs to safeguard brand identity: “Quick innovation no longer exists; products must be developed strategically with a consistent brand image.”

• Vishal Das, Vice President of Group Category at Big Basket, emphasized the importance of spotting viral trends at ISM: “The Middle East is setting trends that ripple worldwide, making this event essential for forward-looking brands.”

Adding to the dialogue, Talabat presented its successful venture into private labels with Talabat Mart, which in just two years has launched 550 products across seven MENA markets. With creative guidance from Daymon International, Talabat demonstrated how strategic branding can thrive even in a fully virtual marketplace.

A Catalyst for Global Trade and Growth

As Day 2 concluded, ISM Middle East and Private Label Middle East 2025 proved to be more than exhibitions — they stood as catalysts for innovation, collaboration, and global growth. With unprecedented participation, groundbreaking products, and high-level discussions, the events reinforced Dubai’s role as a gateway to new markets and future consumer trends.

The momentum is set to continue as buyers, retailers, and innovators return for the final day, eager to witness the next wave of game-changing products and partnerships that will shape the future of snacks, sweets, and private labels worldwide.