ISM Middle East 2025: A trade fair that is breaking records

With over 25,000 trade visitors, more than 720 exhibitors from 66 countries and the strongest growth since the format was founded, ISM Middle East 2025 set new standards. However, figures alone only tell half the story. What really mattered was what happened between the stands: New partnerships, surprising flavour worlds, changed consumer expectations and many business deals sealed directly on-site.

How is the APMEA region (Asia, Pacific, Middle East and Africa) changing the global sweets world? Inga Drawe, Director ISM Middle East, shares exclusive insights into trends, growth and strategic developments.

ISM Middle East has undergone significant professionalisation and internationalisation in recent years. We haven't just grown – we have become more mature, more strategic and more global.

ISM Middle East 2025 was a turning point in many respects:

• We opened two additional halls.
• There has been significant growth in terms of the participation of new countries.
• Content-wise the trade fair focuses more strongly on trends and innovations.

At the same time, we have expanded formats like the ISM Middle East Awards, introducing a new category entitled "Best Festive Product" that enhances our Festive Showcase Area perfectly. Our new content format "Unwrapped by ISM Middle East" also went down very well.

Three trends were clearly dominant this year:

1. Permissible indulgence
   Consumers want to indulge - but more consciously Higher protein, less sugar, functional, clean labels: These formats are becoming increasingly more important.
2. Sustainability as a differentiating factor
   Transparency, packaging reduction, recyclability and the responsible procurement of raw materials are topics that buyers are specifically asking about.
3. Regional flavour innovation
   Products containing dates, saffron, cardamom or pistachios have aroused huge attention. Combining local flavours with internationally popular product formats is a clear growth driver for the region.

The APMEA region is one of the most dynamic sweets and snacks markets in the world. Many manufacturers are actively seeking markets where young, high-spending target groups that are open to new products and this is precisely what our region offers.

Plus:

• High import shares, particularly in the premium and gifting segment
• New trade routes opened up through Dubai
• Growing demand for halal and "better for you"
• A strong digitalisation that enables brands to gain fast access to new consumer groups

Hence, it is no surprise that we welcome new countries to the exhibition space every year – from Coast Rica and Hungary to Australia.

Dubai is one of the strongest trade and logistics hubs in the world. The city is ideal for the sweets industry in many respects:

• In the geographic sense, it connects Europe, Asia and Africa perfectly.
• It is a hub for travel retail, hospitality and premium gifting.
• It is considered to be an innovation hotspot, especially for food & beverages.

This is why many of our exhibitors not only use Dubai as a trade fair location, but also as a strategic stepping stone for expansion in the region.

The exceptional quality of the visitors demonstrates that this position is being further reinforced.

Today, the trade fair is the most important business platform for sweets and snacks outside of Europe and is the central meeting point for manufacturing firms and distribution companies from the APMEA region.

The companies benefit from:

• direct access to the buyers from major retail and hospitality chains,
• the opportunity of testing regional taste preferences live,
• the opportunity of tapping into new export markets,
• a platform for innovations that are in high demand.

Many of the exhibitors report that they not only generate contacts at ISM Middle East, but in fact actually close concrete deals directly on-site.

These three sections are indeed the source of many conversations – and they are closely interrelated.

Sustainability
Buyers are paying significantly more attention to recyclable packaging, sustainable procurement and CO₂ optimisation.

Health
"Better for you" is booming – whether in the form of high-protein snacks, less sugar or functional ingredients.

Halal
With the growing importance of the APMEA markets, the demand for halal-certified products is also rising. Many international brands are presenting special halal line-ups for the first time to gain a stronger foothold in the region.

Social media has long since become a growth driver in our industry and is one of the key focuses in a region like the MENA region. TikTok brands, viral flavours and the combination between entertainment and a product – i.e. "snacktainment" – are influencing buying decisions more than ever.

This was clearly tangible at the trade fair.

• BIP Candy & Toys presented its "Sugar Gang" brand with over a million TikTok followers.
• Creative product formats such as hyperrealistic frozen fruit desserts aroused a great deal of attention.
• Influencer-driven products attracted large crowds at the stands.

This development will continue to gain momentum.

It impressed me how effectively the trade fair serves as a cultural and taste-related bridge.

One example was the stroopwafel show of one of the exhibitors that thousands of visitors queued up to see every day. Or the wide variety of new halal range solutions that are specifically tailored to the MENA market.

Such occasions show how vibrant and international the industry has become – and how much passion goes into the products. But the first-ever appearance of our ISM mascot GISMO was also a resounding success and served as a point of attraction for photos and videos at the trade fair.

Yes, definitely! In 2026, we will

• further expand our trend and innovation zone further,
• integrate additional international country pavilions,
• link up content formats like "Unwrapped by ISM Middle East" even more closely with live experiences
• further emphasise our focus on halal, health & sustainability.

Our aim is to make ISM Middle East 2026 even more interactive, global and inspiring – and thus further expand its position as the leading platform for growth and innovation in the region

ISM Middle East 2025 left a clear impression behind: The region is growing and with it the importance of the trade fair. Between stands, meetings and spontaneous product tests, it became evident that Dubai has long since become more than just an industry meeting point. The trade fair offers many manufacturing companies access to markets that have gained significant momentum. 2025 has demonstrated that this trend is consolidating further.