Following the successful 2024 edition - which saw a significant rise in both exhibitor and visitor participation from around the world - ISM Middle East will return from September 15 to 17, 2025, at the Dubai World Trade Centre. The event aims to strengthen its position as a B2B hub for innovation in the confectionery, snack, and seasonal specialty sectors across emerging markets in the Middle East, Africa, and Asia.
Italian Food News is proud to serve as an official media partner of ISM Middle East 2025 and will provide in-depth coverage and insights on business opportunities for food companies in the Middle Eastern market.
Steady growth for an ever-expanding event
Over the past few years, ISM Middle East has solidified its presence in the global trade fair scene, drawing the interest of highly specialized and influential industry professionals. The 2024 edition hosted more than 500 exhibitors from over 50 countries, presenting a wide-ranging showcase of confectionery, savory snacks, seasonal specialties, and cutting-edge packaging solutions.
The ongoing expansion of the exhibition space and growing participation from key markets highlight the event's increasing significance for businesses aiming to grow or establish themselves in the MENA region. The 2025 edition is expected to welcome over 600 international exhibitors from more than 60 countries, with an offering focused on product innovation, assortment variety, and evolving consumer trends.
Innovation, education, and networking: the pillars of ISM Middle East 2025
ISM Middle East 2025 brings together a growing exhibition area, high-level educational content, innovation awards, and targeted matchmaking services. The event is designed to deliver real value to producers, distributors, startups, international buyers, and stakeholders across the entire confectionery and snack industry.
A key highlight is the prestigious ISM Middle East Awards, which celebrate excellence in confectionery and snacks across eight categories, including chocolate, healthy snacks, sustainable packaging, and a new section for festive products - items created for special occasions, often presented in gift packaging or seasonal editions. This initiative shines a spotlight on innovative, consumer-driven products, including health-focused treats and offerings with authentic storytelling.
Meanwhile, the Expert Stage will host over 120 sessions led by key industry figures, offering insights on topics such as artificial intelligence, sustainability, functionality, and strategies for entering the MENA region. One notable trend is the rise of functional sweets - products that combine flavor and wellness through natural ingredients with proven benefits, such as botanical extracts or nutrients that support physical and mental well-being.
In terms of networking, the Meetings Programme will facilitate pre-arranged B2B meetings for exhibitors and VIP buyers, supported by a dedicated concierge service.
Lastly, the Festive Showcase will highlight seasonal collections and personalized gift packaging, tailored to consumer preferences and cultural celebrations worldwide. This space promotes cultural gifting - products created for special moments that merge visual appeal, symbolic value, and contextual relevance.
Program, details, and how to attend
ISM Middle East takes place from September 15 to 17, 2025, at the Dubai World Trade Centre. Italian Food News will once again be an official media partner for the 2025 edition.
To access the full event program and learn more about how to take part, visit the official website and follow ISM Middle East 2025 on social media.
