The organisers of the latest edition of ISM Middle East have hailed the show as a key success for 2026, as it unveils plans to staged a landmark 20th anniversary of the event for next year, reports Neill Barston.

Confectionery Production was among media partners for the latest iteration of this month’s show, which drew an eclectic range of both exhibitors and visitors from around the globe.

While wider geopolitical conditions meant that the edition was smaller than in previous years, organisers had worked hard to ensure that the event, held between 3-5 November, progressed as anticipated.

Indeed, as many visitors had noted, the show’s return alongside Gulfood Manufacturing – with which it had traditionally previously partnered, had proved successful in delivering a showcase for a complete value chain of the wider industry. (see our exclusive video review of ISM Middle East and Gulfood below).

Notably, dates for next year’s event have now been revealed, and it is due to take place between 14-16 September 2027, across an expanded format of six halls at the Dubai World Trade Centre.

As for the 2026 show, official figures confirmed that there was a total of 280 businesses participating as exhibitors, from a total of 37 countries, garnering a tally of some 14,377 trade visitors. 

Among exhibitors this year, were representatives from retail, wholesale, eCommerce, hospitality and distribution groups, including  Carrefour, Noon, Emirates Flight Catering, IMG Worlds of Adventures, Talabat, Spinneys, Lulu Group International, McDonalds, Ikea, Dubai Duty Free, Jaleel cash and carry, DP World, and Amazon.

This year’s exhibitors covered a broad range of categories, from plant-based bakery and functional sugar-free confectionery to premium chocolate and savoury snacks the exhibition floor served as a direct pulse on shifting consumer preferences.

Alongside direct sourcing, the co-located Foodtech Summit brought together industry leaders from Ferrero, Nestlé, Mondelēz International, Mars to examine smart snacking, functional formulations, and sustainable growth across the Middle East. Co-location with Gulfood Manufacturing, Private Label Middle East, and GulfHost further expanded business pathways across the complete food value chain.

Building on this momentum, organisers announced that the landmark 20th edition of ISM Middle East will take place from 14-16 September 2027, expanding across six halls at DWTC ahead of the crucial Q4 retail period under the theme, “What will the world crave next?”

Mark Napier, Vice President, ISM Middle East, inD, (right of picture below, alongside Inga Drawe, ISM director, 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.”

Indeed, his colleague Denis Steker, vice president international, Koelnmesse, asserted that the determination to continue this year’s event underlined the wider influence of the ISM brand.

He commented: “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.|

Across the exhibition halls, manufacturers showcased how familiar categories are being reworked to meet accelerating consumer demand for active nutrition, novel flavour pairings, and sensory elevation.

Plant-based and protein-enriched bakery featured prominently, with Latvia’s The Beginnings introducing Almond Protein Cookies made with buckwheat flour, and Zydus Wellness’ RiteBite Max Protein unveiling crisp millet wafer protein bars. In functional confectionery, China’s Guangdong Fuwei Health Technology Co., Ltd. demonstrated centre-filled pectin gummy technology that encapsulates active vitamins within the core, while Guangdong Xinle Foods highlighted its DOSFARM range of functional sugar-free mints and Vitamin C tablets.

Format innovation and textural experimentation provided further avenues for shelf differentiation. Germany’s Trolli introduced its Extruded Gummi Candy Sour Strapz, while Spain’s Cafosa Gum presented advanced gum-base technology for functional applications across sticks, tabs, and compressed formats. Freeze-dried candy and gourmet marshmallows took center stage with Spain’s Frezzyks, and Spain’s Productos Churruca expanded roasted corn and legume-based offerings across savoury snacking categories.

Regional flavour profiles and premium chocolate craftsmanship also drove substantial buyer engagement. UAE-based LEE Chocolate presented Dubai/Kunafa pistachio formats alongside no-added-sugar lines, while Poland’s Millano Group demonstrated the breadth of its private-label chocolate capabilities.

Artion Greek Foods introduced Grace, an artisanal dark chocolate made with 100 percent cocoa, cranberries, quinoa, and cinnamon, and Spain’s Lapasion attracted interest with Sweet Popcorn Turron, a chocolate-coated popcorn blending snacking with traditional confectionery. Marking a historic milestone at the show, UAE-based Snackin unveiled a refreshed brand identity to signify its evolving presence after 37 years in the market.

Furthermore, Mazen Khourdaji, CEO of GAAST LLC, (pictured right in image below), a special UAE confectionery importer and distributor, was among many firms that believed that this year’s event had been a notable triumph despite wider geopolitical conditions.

Speaking to Confectionery Production at the Dubai World Trade Centre, he commented: “We are very pleased and very positive here in the UAE that events such as ISM Middle East have still been going on.

“The government has good security and information, and that’s why we feel safe, and that the exhibition is full. It has been a strong edition as a lot of people from outside of the region have come to Dubai, as well as from neighbouring countries, to participate, which is a good sign for the UAE.”

As he added, while the confectionery import business remains one that is particularly competitive, with the nation’s young demographic eager to try a host of European and US sweets and snacks ranges, the business has emerged positive from some challenging conditions during 2026.

He added: “Our company has existed since 1992, and it is a cooperation between Saudi Arabian family and UAE-based family, and we import from all over the world, distributing products across our region.

“We are, in general, able to do this on an exclusive basis, and that’s our specialisation, and that’s why we have been able to gain brands like Jelly Belly and Toxic Waste, and Sour Punch, as we do quite a lot of work with America,” noting that the region’s confectionery sector was in a strong position.