ISM Middle East 2026 attracted 14,377 trade visitors and 280 exhibitors from 37 countries during its three-day exhibition at Dubai World Trade Centre, organisers confirmed, alongside plans to expand next year’s event.
The sweets and snacks trade exhibition, held from 3 to 5 November, brought international manufacturers into contact with purchasing representatives from retail, wholesale, online commerce, hospitality and distribution businesses. Organisers announced that its 20th edition would run from 14 to 16 September 2027, occupying six exhibition halls.
Among the companies represented in buyer discussions were Carrefour, Noon, Emirates Flight Catering, Talabat, Spinneys, Lulu Group International, Dubai Duty Free and Amazon. Other participating businesses included McDonald’s, IKEA, DP World, Jaleel Cash and Carry and IMG Worlds of Adventure.
The gathering offered suppliers opportunities to present products directly to businesses responsible for supermarket listings, catering contracts, online sales and regional distribution. The attendance figure measures visitors to the exhibition rather than the number of contracts concluded, and organisers did not disclose a total value for transactions generated during the event.
Product displays reflected demand for confectionery and snacks combining familiar flavours with alternative ingredients, added protein and reduced sugar. Exhibits included plant-based bakery products, protein-enriched snacks, functional confectionery, premium chocolate and savoury foods, with manufacturers seeking buyers across different price points and retail formats.
The exhibition took place alongside Gulfood Manufacturing, GulfHost and Private Label Middle East, allowing participants to meet businesses involved in food production, hospitality equipment and private-label supply. The combined programme linked finished consumer products with manufacturing and distribution services, although the individual attendance figures announced for ISM Middle East were specific to that exhibition.
Mark Napier, vice-president of ISM Middle East at organiser inD, said participation and attendance had exceeded expectations. He pointed to continued engagement by international companies despite concerns over geopolitical conditions, describing the exhibition as an opportunity for manufacturers and buyers to establish commercial relationships.
The organisers’ positive assessment came against a more qualified picture from industry observers, who noted that the exhibition was smaller than previous editions amid wider geopolitical pressures. Nevertheless, the return of the event alongside Gulfood Manufacturing enabled visitors to explore several parts of the food supply chain at one venue.
Denis Steker, senior vice-president for international operations at Koelnmesse, emphasised the importance of face-to-face meetings for building trust between manufacturers and regional buyers. He said the planned anniversary edition was intended to broaden opportunities for international suppliers and provide buyers with a wider selection of products.
The 2027 exhibition is scheduled ahead of the final quarter, when retailers and distributors prepare inventories and promotional programmes for major shopping periods. Organisers said the expanded event would feature conferences, specialist discussions, product demonstrations and additional networking opportunities under the theme, “What will the world crave next?”
Industry discussions also formed part of the 2026 programme. The accompanying Foodtech Summit brought together representatives of Ferrero, Nestlé, Mondelēz International and Mars to examine changing snacking habits, functional ingredients, product formulation and sustainable growth opportunities in Middle Eastern markets.
Specific products illustrated the range of approaches on display. Exhibitors presented protein bars, almond-based biscuits, sugar-free mints and vitamin-enriched confectionery, alongside marshmallows, chocolate varieties and savoury snacks. The assortment reflected manufacturers’ attempts to serve both traditional indulgence categories and shoppers seeking alternative nutritional profiles.
The annual ISM Middle East Awards recognised several exhibitors. Artion Greek Foods received the Best Chocolate Product award, while Frezzyks won Best Hard and Soft Candy. PRESTIGE was recognised in the Best Health and Functional Snack category, and Powermints received an award for packaging design.
Individual exhibitors also described contacts with prospective distributors and retailers. Representatives of confectionery businesses discussed interest in customised flavours, premium products and production capacity, although those conversations were not presented as confirmed supply agreements.
For buyers, the range extended beyond confectionery counters to products suited to airline catering, leisure venues, convenience outlets and digital marketplaces. These different channels require varying pack sizes, shelf lives and price structures, making direct discussions about specifications and distribution arrangements an important part of trade exhibitions.
The next edition’s programme is expected to include The Sweet Lab, a live innovation showcase, together with expanded buyer networking and matchmaking activities. Its September dates mark a shift from the November schedule followed in 2026.
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