ISM Middle East 2026 Wraps with 14,377 Visitors; 20th Edition Set for September 2027

ISM Middle East concluded its 2026 edition on November 5 after three days at Dubai World Trade Centre, drawing 14,377 trade visitors and 280 exhibitors from 37 countries. The show connected global manufacturers with major regional and international buyers including Carrefour, Noon, Emirates Flight Catering, Talabat, Spinneys, Lulu Group International, McDonald's, IKEA, Amazon, and DP World.

Product Trends Dominate Show Floor The exhibition highlighted a shift toward functional and plant-based confectionery.

Latvia's The Beginnings introduced almond protein cookies made with buckwheat flour, while India's Zydus Wellness unveiled millet wafer protein bars under the RiteBite Max Protein brand. China's Guangdong Fuwei Health Technology demonstrated centre-filled pectin gummy technology with encapsulated vitamins, and Guangdong Xinle Foods showcased functional sugar-free mints and vitamin C tablets. Textural innovation and premium positioning also drew buyer interest. Germany's Trolli presented extruded sour gummy straps, while Spain's Frezzyks highlighted gourmet marshmallows and Spain's Productos Churruca expanded roasted corn and legume-based snack lines. Regional flavors featured prominently: UAE-based LEE Chocolate showcased Dubai kunafa and pistachio formats, and Poland's Millano Group demonstrated private-label chocolate capabilities. Spain's Lapasion attracted interest with chocolate-coated popcorn blended with traditional turron.

Awards and Buyer Feedback The annual ISM Middle East Awards recognized innovation across categories.

Artion Greek Foods secured Best Chocolate Product for Grace Dark Chocolate—described as "100 percent cocoa, cranberries, quinoa, and cinnamon." Frezzyks won Best Hard and Soft Candy for Marshys Gourmet Marshmallows, while Bulgaria's PRESTIGE took Best Health and Functional Snack for Wellness Sandwich Biscuits with Ube Cream. Germany's Powermints received Best Packaging Design. Mohd Farman, Confectionery Buyer at IMG Worlds of Adventure, said: "It exceeded every expectation. At ISM Middle East, we discovered new international confectionery brands and products we had never seen before, and we have already started conversations with several of them. We came away with excellent pricing and real opportunities to take forward with our team." Samuel Toro, Co-Founder of Frezzyks, highlighted strong international demand from Middle Eastern and US buyers for gourmet marshmallows featuring unconventional flavour combinations. Ernesto del Río of Lapasion emphasized growing opportunities in sugar-free and protein-enriched products, while Mohamad Chaker Al Absi, CEO of Chocolala LLC, confirmed productive discussions with buyers from the GCC, Europe, and Africa seeking scaled manufacturing capacity and customized flavour profiles.

20th Edition Confirmed for September 2027 Organizers announced the landmark 20th edition will run September 14–16, 2027, expanding across six halls at Dubai World Trade Centre. The event will be timed ahead of the critical Q4 retail period and carry the theme "What will the world crave next?" Mark Napier, Vice President of ISM Middle East at inD, said: "ISM Middle East 2026 has defied expectations, delivering excellent attendance and uniting high-intent buyers driven by real purchasing momentum and commercial resolve. Over the past year, external concerns surrounding geopolitical dynamics and their potential impact on participation have proved entirely unfounded; global commitment to this market has never been more resolute. The resounding success of this edition stands as a powerful testament to Dubai's unmatched status as the world's definitive destination for international trade and events. A city where world-class logistics, seamless transport, and absolute safety provide an unshakable foundation for global business success." Denis Steker, Senior Vice President International at Koelnmesse, added: "The success of ISM Middle East reflects both the strength of the region's sweets and snacks market and the power of the ISM brand. Specifically, this year the overwhelming feedback of our exhibitors confirms how important physical presence is to gain and keep trust in business relations in this region and how the show has become a trusted platform connecting international manufacturers with buyers across the Middle East and beyond. As we prepare for the landmark 20th edition, our ambition is to open-up this opportunity to even more manufacturers, helping buyers respond to evolving consumer preferences." The 2027 edition will include conferences, expert discussions, The Sweet Lab—Live innovation showcases, and enhanced buyer networking and matchmaking features.

Why It Matters

For F&B operators and sourcing teams, ISM Middle East has established itself as a critical platform for discovering innovation in functional and plant-based confectionery ahead of Q4 demand cycles. The expansion to six halls signals the organizers' confidence in the region's growth trajectory and buyer purchasing power—a signal worth monitoring for manufacturers targeting retail, foodservice, and e-commerce channels across the GCC and beyond.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors