ISM Middle East 2025 opens with record-breaking momentum
Confectionery and snack sales across the APMEA region are projected to reach a staggering US$389.8 billion by the end of 2025, outpacing growth in Europe and North America.
DUBAI – ISM Middle East 2025 has kicked off at the Dubai World Trade Centre with unprecedented scale and ambition, positioning itself as the definitive global platform for the sweets and snacks industry across Asia, Pacific, Middle East, and Africa (APMEA).
With over 700 exhibitors from 66 countries and 86% international participation, this year’s edition is set to be the largest in the event’s history.
Confectionery and snack sales across the APMEA region are projected to reach a staggering US$389.8 billion by the end of 2025, outpacing growth in Europe and North America.
This surge is driven by shifting consumer preferences toward sensory innovation, health-conscious indulgence, and plant-based alternatives.
With a total of 880,000 tonnes of confectionery and snack imports delivered to the region, complemented by a burgeoning presence of artisan and medium-sized enterprises, APMEA stands as the world’s fastest-growing sweets and snacks market.
ISM Middle East 2025 is capitalizing on this momentum by showcasing cutting-edge products that reflect these trends, from sugar-free protein cookies to GLP-1-friendly treats.
Global heavyweights, including Mars, Nestlé, Caffarel (Lindt & Sprüngli Group), and Coca-Cola, are among the brands leveraging the show’s reach to unveil new offerings and forge strategic partnerships.
The event also features the ISM Festive Showcase, spotlighting seasonal gifting trends expected to grow to US$8.47 billion by 2032, with sweets and snacks comprising 80% of that market.
Trixie LohMirmand, Executive Vice President at Dubai World Trade Centre, emphasized the region’s pivotal role: “The momentum in sweets and snacks consumption across APMEA is extraordinary. ISM Middle East has become the critical platform for global brands, uniting trusted multinationals, trendsetters, and bold startups under one roof.”
The show’s international flavor is further enriched by debut exhibitors from Armenia, Costa Rica, Kazakhstan, and Portugal, among others, offering buyers access to heritage brands and innovative products.
With industry leaders, retailers, and distributors converging in Dubai, ISM Middle East 2025 is not just a trade show; it’s a launchpad for the next wave of global confectionery and snack trends.
As the APMEA market continues its meteoric rise, ISM Middle East stands at the heart of a sweet revolution, delivering scale, innovation, and cultural relevance in every bite.
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