ISM Middle East 2026

ISM Middle East is the regional trade platform for confectionery, snacks, bakery and impulse products, co-organised by Dubai World Trade Centre and Koelnmesse. Buyers from retail, wholesale, travel retail, HoReCa and import-export meet manufacturers and emerging brands to source for shelves across the Middle East, Africa and Asia. It runs alongside Gulfood Manufacturing, GulfHost and Private Label Middle East.

Product sectors

The show floor is organised by category.

• Sugar confectionery: gummies, jellies, mints, novelty formats
• Chocolate: pralines, bars, bean-to-bar, plant-based, gifting
• Snacks: salty and baked snacks, nuts, protein bars
• Traditional sweets: Turkish delight, halva, baklava, mithai
• Bakery: biscuits, wafers, layered cakes, breakfast bars
• Ice cream & desserts: gelato, sorbets, frozen novelties

Why buyers attend

The organiser pitches the show as a sourcing and deal-making venue: national pavilions from producing countries, Halal-certified portfolios, a Festive Collection for Ramadan and Eid sourcing, and the ISM Middle East Awards judged by regional retail buyers. A three-day conference covers cross-border scaling, logistics, halal certification and sugar regulation, included in the free trade pass.

Key figures

The organiser cites 700+ exhibitors from 60+ countries; the 2025 edition recorded 25,033 industry professionals and 60,000+ products sourced.

Tickets & passes

• Trade visitor pass — Free: Complimentary trade entry including conference sessions