Exclusive: ISM Middle East 2025 prepares to open its doors

Enjoying stronger fortunes than ever under its rebranding, ISM Middle East returns to cast a spotlight on the key region’s confectionery and snacks major developments. Editor Neill Barston speaks to the show’s recently-appointed director Inga Drawe on its prospects

Matching the soaring temperatures of the desert heat, last year’s ISM Middle East proved a roaring success in doubling the size of its floor space against its previous edition.

Indeed, its rapid ascent under a newly re-branded banner that has more closely aligned itself with its parent show in Cologne, mirrors the thriving city’s own thirst for confectionery. (see our exclusive video interview below with Inga Drawe, the show’s director, on hopes for this year’s event, which opens tomorrow.).

This was no more successfully seen than with the viral hit known simply as Dubai chocolate, melding pistachio flavours with the kataifi crunchy textures that has swept the globe.

As the event’s organisers note, the confectionery variety’s phenomenal rise from being a home-made treat changing hands for more than a $30 a bar in some instances, through to major global brands such as Lindt and Mars moving to offer their own take on the internet sensation, has been a remarkable story.
It’s a stellar rise that is showing no signs of retreating into the shadows just yet, if any of the key trade shows of the past six months are anything to go by in Europe and the US.

This was confirmed by Cologne’s ISM and Sweets & Snacks both having a strong contingent of Dubai chocolate, which is anticipated to once again be the flavour of the month as ISM Middle East returns to the packed halls of the city’s grand World Trade Centre.

For the uninitiated, this high-profile desert destination remains vital for the events world, and its status as a business hub of many industries in the UAE, North Africa and reaching out into India as well, has cemented its significance.
Indeed, its own journey has been delivered an unrelenting pace, from its origins as a small fishing and pearling village in the early 19th century, through to being recognised as one of the top five tourist destinations, financial and trade.

The fact oil was discovered there in the mid 1960s opened the floodgates to global investment, and it has not looked back since – in fact, even for those who are frequent visitors, its frenetic pace of commercial development can catch you by surprise as its skyline continually evolves.

As the team behind this year’s ISM Middle East explain, its market growth has been something to write home about.

This is underlined that a total of 880,000 tonnes of imports across confectionery and snacks were delivered to the area, and that is on top of a growing number of smaller artisan and medium-sized enterprises in the confectionery segment that are starting up within the region.

Taking place between 15-17 September, this year’s show promises to be bolder and brighter than ever, with the insertion of additional halls to the event
As the ISM team noted, this year’s edition expands with first-time national pavilions from Australia, Costa Rica, Croatia, Portugal and Switzerland, bringing fresh innovation, category disrupters and regional specialities into the spotlight. Joining them are returning powerhouses from India, China, Poland, Spain, Greece and Turkey and more showcasing their most diverse and scale- ready portfolios yet.

With  a total of 600 exhibitors from upwards of 60 countries, ISM Middle East 2025 offers a real-time snapshot of what’s gaining shelf space, where new demand is emerging and how buyer behaviour is shifting ahead of the Q4 retail surge. For distributors, buyers and market strategists, it’s the place to build

ISM Middle East in Dubai. Pic: Neill Barston

resilient supply chains and secure next- season hits before the competition.
Speaking to Confectionery Production, show director Inga Drawe, believed there had been an exceptional response from the industry in the wake of its performance last year.

She said: “Preparations are in full swing with only 40 days to go until doors open, and we’re really excited. I think this year will really mark a milestone with the addition of two new halls, making a total of six for the event.

“We will have more than 600 exhibitors participating from over 60 countries, so I am really glad to welcome new international businesses from Portugal, Hungary and Australia and Costa Rica to name a few, which I believe will help set a new record for the show. It’s just great to see that we have been growing so much throughout the last year,” added the director, who explained that its goal for the 2025 edition was to provide an even more vibrant and diverse event than its former ambitious iterations.

As previously reported, during the past decade of its development, the event was formerly known as Yummex, before its major rebranding that has seen it evolve to the next level.

Last year’s attendance was put at more than 19,000 visitors across its three days, with the region’s notably young demographic clamouring to gain an insight on some of the latest trends to hit the region, and wider global confectionery market.

Taking on a key management role
For her part, Inga was appointed to the role of event director last year, succeeding her colleague Katharina Buschjäger, who has moved within the Koelnmesse group to work on broader management project, which has proved an eventful twelve months.

“I’ve actually been with the organising team for three years now, but with my new role there has been a lot of additional responsibilities, which has enabled me to dive even deeper into this great industry.

“I’ve had the privilege to engage with many stakeholders, be it associations, manufacturers, start-ups, as well as multi-national brands. From those conversations, it is issues of sustainability, innovation, as well as health topics that will be shaping the future of the industry, so it’s been an exciting year in the role,” noted the director, who is based with her family in Germany.
As she observed, her research has seen her uncover significant trends for the region, with its population placing a high level of importance on confectionery and snacks.

Moreover, as our title has covered, the region’s strong emphasis on gifting and social occasions is another aspect continuing to drive the overall performance of the category.

Significantly, as she explained, one of the most notable element of the 2025 edition will be an expansion of its experts stage, which will be enhanced even further than previously across its three days.

Its final programme is being assembled, but confirmed speakers include representation from major brands including Mars, General Mills, as well as an array of fast-rising regional brands to ensure an eclectic international melting-pot of visitors and exhibitors.