Amid notable market growth, Private Label Middle East is gearing-up for a key return this November, as brands seek to expand their presence in a highly influential region, writes Neill Barston.

The event returns to the Dubai World Trade Centre between 3-5 November, alongside Gulfood Manufacturing and ISM Middle East – with Confectionery Production once again be a media partner for the two sister events that remain of vital importance for the broader market. 

According to research from organisers of the 2026 event, the segment is ‘far from saturated’ off the back of studies that reveal 80 per cent of customers across the MENA region believe private label, own-brand products represent better value for money.

This is a particularly decisive factor, as household budgets in many countries around the world remain constrained against a backdrop of economic uncertainty.

According to a latest study from McKinsey, market reach is still under 10% in many locations, meaning there is still a largely untapped potential within the Middle East and wider regional sector.

As the organising team confirmed, this year’s event – which has been rescheduled from its original planned date in September, holds notable promise. Its range of exhibitors includes contributions from the Czech Republic, UAE, Vietnam, Türkiye, Sri Lanka, Egypt, Jordan, Italy, India and China, giving MENA buyers access to a broader network of manufacturing expertise and sourcing opportunities. Leading participants include Epson Middle East, Intercare, Emirates Steel Wool, V-Label, Al Ameera/Nuitree/Olitani, Global Foods SAL, Rasna and Lifco.

First-time exhibitors spanning food and non-food categories include Gustiban, Dawn Food, Al Nameer, Vihamark, Better Grow, Crispo, IFI Foods (Ghitha Holding), Al Nukaly, Bofillex, Maliban Biscuit, Spartan Cleaner and Biok Lab, representing a broad base of manufacturers.

Key opportunities
As the Dubai World Trade Centre team noted, the gap between consumer acceptance and current penetration is creating a major opportunity for retailers and manufacturers to develop differentiated products, strengthen sourcing networks and bring new own-brand propositions to market faster.

From premium and health-focused products to new category launches and value-tier ranges, businesses are under increasing pressure to move from concept to shelf faster, while securing quality, compliance, competitive production and more resilient supply chains.

Notably, the event is anticipated to have a wealth of established buyers in attendance including  Choithrams, Carrefour, Grandiose, Apparel Group, Aster DM Healthcare, Emirates Flight Catering, Noon, Spinneys, Truebell and Talabat, alongside a broad community of regional retailers, distributors, wholesalers, importers, exporters, brand owners and e-commerce businesses.

Visitors will be able to source customisable and market-ready products across market segments including confectionery, bakery and snacks, as well as wider food and household goods.

Beyond finished products, buyers will also have access to the capabilities needed to take an idea from concept to shelf, including food safety, certification, labelling and packaging development. (visit https://www.prime-expo.com).

Significantly, with Dubai remaining a major business hub for the wider region, Private Label Middle East offers companies the chance to explore diversified supply chains and production partners that will enable them to reach markets at a more rapid rate.

Mark Napier, Vice President, Private Label Middle East, inD, believed the show offered notable potential.

He commented: “Private label is no longer competing on price alone. The opportunity now is to create brands and products that give consumers a reason to choose them – combining quality, value, innovation and relevance. Private Label Middle East brings the buyers and manufacturing expertise together to turn that opportunity into commercial growth.”