Exclusive extended review: Dubai’s ISM Middle East reports record visitor levels

Expanding to nearly double its previous size, ISM offered up a surprising array of Middle Eastern treats, as editor Neill Barston discovers in this special extended report from this year’s must-see confectionery event for the region.

Amid a backdrop of searing 40 degree desert heat, this year’s ISM Middle East delivered a colourful, dynamic and engaging performance in Dubai.

From a wide range of established regional brands, through to a healthy dose of up-an-coming confectioners from around the world, there was a genuine buzz across the halls of the Dubai World Trade Centre.

Moreover, as Confectionery Production previously reported, the bold decision to move the show dates forward to September from its previous location alongside traditional partner, Gulfood Manufacturing, appear to have paid dividends (watch our video review below).

 

As the show’s organisers revealed, a notable factor behind its repositioning was the fact that there had been a waiting list for potential new exhibitors for this year – which has duly been accomplished for the 2024 edition.

The move to nearly double the number of businesses involved in the 2024 event has clearly paid off, with more than 50,000 products being showcased across its three days, which attracted a vibrant international audience. This proved a record attendance totalling 19,000 people across its three full days of activities, which for the first time included a comprehensive education programme of sector presentations, which enhanced the overall dynamism of the event.

 

Indeed, as we initially reported, the show was given a regal seal of approval, as Sheikh Mansoor bin Rashid Al Maktoum, who was offered a tour of the ISM show and its accompanying events including the Private label event also running at the Dubai World Trade Centre.

From a notable cluster of local producers of chocolate, candy and snacks, through to companies from China, Iran and South America, this felt very much like the most dynamic show yet, with the show having evolved markedly from its previous branding three years ago under the banner of Yummex.

As a number of participating enterprises noted, including those on the UK pavilion, the decision to adopt the ISM branding for the event has elevated it to a new level, and it’s had the accompanying investment in its surrounding infrastructure to ensure that results have been delivered across its action-packed three days.

Confectionery Production spoke to a number of companies at this year’s event, who offered an inside track on their latest releases and product focuses for the region – which continues to show an upward market curve.

According to latest industry figures from Statista, confectionery sales this year within the MENA countries of the Middle East and North Africa, were projected at around $1.3 billion, with further increased forecast.

Notably, this year’s pavilions ranged across several major halls included Albania, Colombia, Denmark, France, Guatemala, Romania, and Vietnam represented for the first time, introducing popular domestic flavours and brands for the first time in the region. They were joined by a number of other key businesses from returning stands including prominent displays from Greece,Turkey and Iran, as well as Morocco, Brazil, and expanded contingent from the UK.

From the latter, Karen Beston, of the PS8 group organising the British delegation, said: “It’s been a wonderful show, and everyone has felt very positive, meeting some really good retailers from the region, and people are keen to source British brands.

“For the Gulf region, the GCC is the sixth largest export market outside of the EU, with sales of £413 million, which is impressive, so it’s a hugely important market for us. Even within the UAE itself, sales are also up nearly 50% to around £9 million, so for confectionery and biscuits this is important.”

She added there had been a commendable level of innovation from the small yet dedicated band of British businesses that had exhibited this year. Moreover, the export specialist highlighted Skinny Food’s low calorie product offerings, acknowledging that consumers were increasingly seeking out health conscious items within better-for-you categories.

Another UK-based company reporting success at this year’s show was Jakemans, with the lozenge specialist having a strong century of heritage to call upon.
Lucy Wnek (below), the company’s international business development manager, revealed there had been a notable response to its presence at the show.

As she explained, the lozenge specialist has more than 100 years of manufacturing behind it from its roots in Lincolnshire, UK, evolving gradually into a thriving domestic, as well as international brand.

She said: “The whole wider region is of interest to us, and we’ve found a lot of people are coming here from other places including Africa, India, Pakistan and from across Asia for quite a lot of contracts. We like the fact that the show is more focused on sweets – ours our not actually medicated, but they contain menthol, so they are soothing,” adding that there had been some clear momentum for the company in the region, aided by its established distributors for the Gulf territory.

 

She noted that its importance had potentially intensified given the added complexities of trading in Europe in the wake of Brexit that has impacted on exporters, and resulted in many businesses seeking trade opportunities outside of the continent.

Among other British brands represented was the Ferrero related Fox’s Burton’s Companies, home to well-known series such as Jammie Dodgers, Maryland, Wagon Wheel and Fox’s Biscuits, that also reported a strong show.

 

The UK presence also featured wholesaler World of Sweets, a notable debut for Cardiff’s Brain Blasterz (above), hard candy, as well as other longstanding brands such as Walker’s Nonsuch, which has been a frequent exhibitor to the show.

As the Scottish-based business noted to Confectionery Production, in its view, the rebranding move to ISM Middle East had proved a success, and that 2024’s edition had drawn some strong interest from visitors.

There also appeared to be success for distributors looking to make gains within the region’s fast-evolving food and drink sector. As analysts have observed, the region has developed a strong thirst for European and US-based snacks and sweets series, which is continuing to play a notable factor in the region’s industry evolution.

Danny Wagner, of German-based Retail and Travel Partners, part of Nielsen International, specialising in buying and distribution of a number of FMCG ranges, including confectionery, believed there had been a positive response.

He said: “After a slow start, we had a very good run to our booth and lot of existing and new clients came over to us to see what we’re doing, and we have been satisfied with it, though it takes a few weeks to determine how well it went. But what we can see is the quality of the discussions we have had has been quite good.”

He noted that the business has enjoyed a strong relationship with trading brands including Ferrero, Ritter Nestle, KitKat, Haribo, though noted that there were market challenges for chocolate-based products which had witnessed price increases that have mirrored the steep rise in cocoa values over the past year.

Education programme
Among the stand-out aspects of this year’s event was its education programme of presentations, which included a mix of major brands, as well as regional businesses represented.

The sessions began with a presentation from Mitri Haddad, managing director for the MENA region at the Bahlsen Group, specialists in global export of biscuits, who noted that the UAE had been an area of key growth for the business.

Furthermore, he noted that evaluating the right retail channels was also crucial to delivering success in the region, amid a backdrop of local consumers seeking to engage with an ever-greater array of produce from around the world.

His presentation focused on core areas that companies needed to consider when looking to import into the region, including the vital issue of securing an appropriate distributor who would offer the best market access possible.

Following him, Solene Limongi, market analyst at Innova Market Insights offered an assessment of some of the core trends shaping the region’s confectionery habits, including a move towards healthier ranges.

She highlighted the fact that globally, 42 per cent of consumers are seeking protein=based product ranges, with a similar number of people now regularly checking ingredients lists of their shopping baskets, including for sweets and snacks.

“When it comes to protein, it’s not just muscle growth that is seen as a key aspect, the two drivers of this are energy and stamina and also weight management.

“Clean labelling is also another big topic of interest for consumers, and gaining a lot of traction and definition around sustainability and the environment which is a significant point. It also helps them make informed decisions, with roughly two in three people globally say that clean label products now have at least some influence to them with their purchasing decisions.”

Among her other core points, she raised the fact that consumers were ‘increasingly seeking a wow factor’ with their product ranges, which has translated into the market with some innovative gum flavours, as well as novel chocolate and wider confectionery items.

Cultural norms
A further highlight was provided by Cagdas Kardes, chief commercial officer for Haribo in the MENA region. His intriguing presentation examined some of the cultural factors for sweets and snacks businesses to consider when looking to gain access to the region. Firstly, he noted there remains a traditional structure to its economic models – with local businesses often operating in a consultative manner within their respective organisations, which required patience from those looking to gain orders in the region.

Another important factor he said, was the demographics of the region, which are among the most youthful in the world – with the average age of its population in their mid 20s, making them more tech savvy, and open to new tastes and flavours. In light of this, he said this heightened the prospective potential for the region.

Speaking at this year’s ISM Middle East, Dr Shica Little, noted that the development of her company’s own series of vegan snackable cookies, comes at a time of exceptional growth within the category.

She cited sector research that has forecast growth of 18% CAGR over the next five years within the MENA region for the snacking ranges, which her on-the-go shareable brand has targeted.

 

The entrepreneur added: “The market is now worth 8.1 billion for plant based ranges, so this growth has been driven by products that are mimicking the taste, texture and functionality of conventional ranges

“So major companies are now trying to work out how to get into this plant-based market,” explained the South Carolina-born entrepreneur, who is now based in California and has seen her ranges take off dramatically.

Among other presentations during the week, there were sessions dedicated to how AI is continuing to be used in product development for series within the region, as well as a fireside chat with Mars, and how it has evolved its approach to operating in the UAE (below), which has involved extensive consumer engagement exercises.

UAE and MENA brands
Notably, this year’s show featured a prominent display from brands local to Dubai, the UAE and wider Gulf region, which further cemented its sense of identity. One such business was Blooming Foods, an area specialist in marshmallow products, which report key success at the event.

Colm Smith, commercial director for the company, felt the latest iteration of the event had pulled in a diverse audience. He said: “Ours is a family-owned company that set up in 2017, and its unique in that there’s nobody else manufacturing marshmallows in the region. We’ve now created two brands that are exporting to 20 countries, from Canada to Australia and Taiwan.

“I’ve been living here for seven years now after working first for an Irish company, and there are a lot of opportunities in Dubai, it’s been good to me.
“As a specialist in marshmallows we’ve developed a sour range, as well as a chocolate one, and are trying to find new flavours to expand further,” explained the director of the fast-rising business.

Meanwhile, Al Taam Foodstuff, which exhibited alongside Jordan-based chocolate specialists Chocolake, also reported significant interest in its range of ingredients for the confectionery sector.
The company has made a sector claim as the first in its field to have dedicated factor facilities in the UAE, delivering high quality fillings, glazes, flavours and pastes targeting the region’s industry.

Firas Saleh Rabah (above), managing director, commented, there had been particular demand for chocolate ranges. He said: “The traffic at the show is above expectations, and the response has been good. I have been at the ISM more than seven years, which is due to the higher visitor numbers compared to previous years, as well as the seriousness of the customers potential.”

Barry Callebaut deal
Meanwhile, for its part, Morocco-based Attelli confectionery manufacturing group reported plenty of interest in its latest chocolate series, which has been produced in the wake of a major deal with the global Barry Callebaut group.

As Confectionery Production previously reported, the move two years ago for the Casablanca firm was the first of its kind for the North African nation. Significantly, according to its management team, the investment from the major cocoa and chocolate group has offered game changing potential for the company.

Tarik Amal, director general of the business (below centre), which spoke exclusively to our title about the show and prospects for its continued expansion, following initial investment programme of around €30 million into the company’s initial development.

He commented: “We started the investment in 2018 with buying machinery, but we were then had some delay because of Covid-19, but we completed it by 2022. We created a couple of brands including Kawai that we developed for the local African market, with our latest varieties being shown here,” he explains of the milk and caramel options for its distinctive chocolate series.

As the company explained, inspired by the Japanese word for ‘cute,’ has received a strong introduction to the regional market.
Reflecting on the partnership with Barry Callebaut, he added that the business, which employs more than 300 people at its core manufacturing site, had been pleased to welcome the Belgian confectionery group to its site back in 2019, which laid the eventual foundations for the deal with them.

“We have the largest manufacturing capacity in Morocco, and we signed our agreement with Barry Callebaut 2022, and we have kitchens, moulding lines and packaging facilities for complete production there,” explaining that Barry Callebaut supplies its chocolate, made specifically to its own unique recipe.
“This is a ‘win-win’ partnership that has been going very well, and it’s a long-term deal for us,” and noted that the initial production over the past year has been well received by the market.

“Everyone has enjoyed the taste of the Kawai, though it will take two or three years for it to develop there, which is usual in Morocco,” adding that the responses to its stand in Dubai had been notably encouraging.

As Confectionery Production noted, there were many senior executives from across the wider market visiting the show.

One of them, Markus Rustler, president and CEO of packaging machinery business Theegarten-Pactec, attended to visit a number of customers who were exhibiting at this year’s event, including Kenya’s Mr Berry’s sweets business.

He said: “Since it has separate from Gulfood Manufacturing, I am very much surprised and overwhelmed by how much growth there has been in ISM Middle East, and a lot of our valued customers are here, so it has been worthwhile here.

“From what I hear from them, they are very happy with the attendance levels at the show this year,” he explained of the 2024 event, noting that Gulfood Manufacturing itself had been experiencing considerable expansion in recent years, which had also proved a factor in the separation of the event from ISM Middle East.

Jinal Shah (below), director of Mombasa-based Mzuri sweets, which is behind the Mr Berry’s Brand, felt the show had been a notable success in engaging with visitors. He said: “This has been the second time we have exhibited in Dubai, and prior to that we had been very much a regional business in Kenya, export to neighbouring countries, so we are here to see what we can offer the rest of the world, which makes it interesting,” enthusing that the company has made some significant gain since its creation back in the mid 1990s.

 

“We have experienced some phenomenal growth from when we started, expanding 100% since we start out as a very small enterprise, which I think is down to the fact we have a slightly different DNA from other companies in the area, we like to try new things and to innovate,” he noted of its approach to the market.

South American presence
Notably, South America’s highly regarded confectionery sector was among the stand-out performers for the event. Cristian Chu Solgada, of Colombia’s Luker Chocolate, believed that the signs were positive from the three-day trade fair.

He said: “This year, of course all the chocolate manufactures have found things challenging with cocoa prices, but we have found a lot of spaces in niche areas of the market, with new products and innovations.

“So, at the end of the year, it’s going to be a good one for us – and this is the first time that we are showcasing our brand here in the Middle East as a full booth presence.
We have had a lot of interest around private label production, our own couvertures, and our new confectionery releases within our operations has been really good.

“There’s a lot of demand for premium products, but we have been asked for all kinds of ranges, from milk chocolate, through to dark ranges, though this market here in MENA it is more around the milk and the white options. People are now asking for more variety, so we have to be prepared for the next step in the chocolate revolution.”

Meanwhile, the Brazilian pavilion was also once again solidly represented by a selection of businesses from across the country.Adriano Gabaldi, of Jazam confectionery, offering a broad range of chocolate-based items, felt this year had been another notable one for the business, he said: “We have been here for the past ten years since it was originally known as Yummex and are glad to be here under the name of ISM.

“It’s bigger than the previous shows and it has been amazing to meet our clients, and we have been able to show new products here as well, with people coming to see us from across Africa and Asia.

Fellow Brazilian company, Embare also reported a strong show, with sales executive Rafael Brenha Soares noting: “It’s been a good show for us, the exhibiting is growing, increasing exhibitors and more people coming in. Hopefully that it will continue that way.

“It makes a huge difference in attending and being a part of all these shows worldwide – we have been exporting since 1975, so we know how to do business, so it’s important for our success to be here to ensure long-term business relationships.

“We just launched a new salted caramel line which we have been showcasing here and that has just come out in the US as well, so we are spreading our products around the world. We’ve focused on delivering high quality for our products, and reach out to respond to what consumers are looking for.

Award-winning excellence
For his part, Philip Bogaert, senior sales manager at Belgian premium chocolate seashell manufacturer, Guylian, was in celebratory mood, as the company gained an accolade at the event awards for its strong brand story. This centred on its creation in the 1950s, telling the tale of how the firm’s founders met and fell in love, and went on to deliver their renowned luxury treats that have gained a global following, particularly within the travel retail market segment.

Philip said: “The event went very well for us, and on the very first day I ran out of business cards, so that shows that it was above expectations, especially for the area that I am interested in – African countries, as we are already present in the Middle East.

“I met all kinds of new leads, and you also learn a lot from this trade fair in terms of regulations and how governments work. So, besides meeting, it’s also learning.
“We have focused on different areas of the business, including sustainability and the new way that we are packaging our brand, moving away from plastics.

“We’ve also looked at new flavours – with dark chocolate is growing as a market and accounts for 29 per cent of the total consumption around the world, which is something that we have seen after Covid-19, when people wanted to consider their health more,” adding that the company’s dark chocolate offering had been designed without bitter taste, as it has been developed with hazelnut pralines for a smooth filling, which enjoyed a notably positive reaction from show visitors.

“I think the award we gained here at ISM is the best ever, as it is the story of the company’s founder, and about the love he had for chocolate and his wife, as well as also being about that love that we have now for everything we do for our consumers,” he concluded of its successful presence at this year’s edition.

Festive display
One of the most eye-catching elements added to this year’s event in Dubai was its festive showcase, which sought to highlight some of the premium celebratory confectionery selections being produced for the region.

These spanned everything from premium chocolate dates and Turkish delight, through to calendars marking the season of Ramadan that gained its own distinct display zone alongside the show’s expert stage presentations.

Ulf Liebermann, sales director for Windel, revealed that the debut at the show had been an especially worthwhile experience. He said: “Ours is a fifth-generation family company in Germany, and we supply mainly seasonal items for gifting, and we believe that we are unique at this trade fair for the ranges that we are offering Ramadan assortments, as far as we know.

“We are looking for new clients and distributors in the UAE, and trying to find the ‘foot in the door’ for this market. People have been surprised and excited about the items, and have received some good feedback so far with it, noting they had made an encouraging level of fresh contacts and business leads within the region.

In addition, UAE business Daima, producing luxury date products, was also among the festive showcase and reported some encouraging feedback from visitors. Ayman Ramadan, operations manager explained that the company had shown encouraging development since its creation four years ago.

 

“Visitors have been impressed by our range products, and particularly the packaging of our ranges,” she noted of the reaction to its premium gifting series, which has targeted special occasions such as its UAE’s flag day, on 3 November, celebrating the founding fathers of the emirates.

 

Sugar reduction
From the UK, sugar free confectionery and snacks business Diablo has for more than a decade been building a following for its healthier profile ranges, which were met with an enthusiastic reception in Dubai.

Shay Rad, marketing manager for the group relayed just how busy the company was during the course of the three day event, which tapped into a clear growth area for companies operating within the MENA region.

She said: “We have been surprised by the response we have had – we have had a lot of visitors from places we were not expecting to be here, including Mexico, Brazil and the US, Kenya and South Africa.

“We were so excited about this in gaining some very good quality leads at the show, and people wanted to experience our unique sugar free products,” she explained of the company’s experience at the show.

As she explained the company has grown to become a market leader on a global level for sugar reduction, with more than 100 products in its series, from chocolate through to biscuits, with the business enjoying a notable following with the specialist dietary requirement market, such as those who are diabetic.
“This has been a great market for us here in the UAE, as people are looking for healthier options, and we all know about the need to cut sugar – and we are aiming to offer those alternatives within snacking. There’s been a lot of demand for chocolate, syrups, cakes, as well as bars and cookies,” she explained.

Strong feedback
As the organisers noted, feedback from exhibitors has been overwhelmingly positive, with many expressing strong satisfaction with the quality of leads made during the event. The strong presence of international visitors—comprised of industry buyers, distributors, and key decision-makers—has led to fruitful networking opportunities.

Speaking exclusively to Confectionery Production, Katharina Buschjager, ISM director, enthused that the show had been extremely productive. She said: “These three days have been amazing for us. All the plans that were figuring out for it all have been envisioned.

“I can see full show floors, happy faces and exhibitors, and I heard about a lot of deals that took place, so everyone is pretty satisfied, so I believe we have delivered with this year’s show,” adding that there have been a number of highlights during the course of the event, citing the experts stage as being one of its core strengths, which had been worked up from its trial format last year.
She also praised winners from this year’s product awards, which were delivered across several core categories, which further enhanced the event in offering a core focal point in line with the ISM show in Cologne, Germany.

This included a best healthy snack win for pistachio protein cream from Italy’s Brote Dolci, Belgium’s Guylian gaining ‘Best brand story’ award, top snack going to the Flatzel seasoned pretzel thins from Venus Biskuvi San Ve Tic, best hard candy named as ‘Compass Intense’ from Powermints GMBH, and best traditional product went to a novel Freeze dried Turkish delight from Alko Confectionery.
“We are so proud of this year’s event – it’s the full team behind me from Koelnmesse and Dubai World trade Centre, which I think has been really successful in its partnership, and we set out to make it be perceived as the leading trade show for the region. This is why we’ve seen so many people here this year, and we’ll surely see even more in 2025,” because of the mix of confectionery, this region really is looking for diverse products to be consumed from all regions, and consumption levels are clearly a clear trigger.

Her Koelnmesse colleague Inga Drawe, who has just been appointed as the successor to Katharina, shared her enthusiasm for this year’s results. She said: “I couldn’t; be more happy seeing the last few days, it has been such a great show and we received such positive feedback from vistiors and exhibitosr, so it’s perfect timing for me coming into the show as we look to its next edition in 2025.

“I feel ready for it, I have worked for over a year with the team, and will do my very best to shape the future of ISM Middle East – we are forecast a growth of more than 4% in the MENA regions, and exhibitors mirror this, and we’ve already received some very good feedback from visitors, so our target is to grow in 2025 and increase its internationality for the next show,” she remarked of the event.

Additional growth
Meanwhile, Mark Napier, Vice President – Portfolio Growth Food & Hospitality, Dubai World Trade Centre, shared the optimistic appraisal of its performance. He said: “The sweets and snacks industry is constantly evolving, and ISM Middle East 2024 has truly showcased the dynamic and innovative spirit of this sector. This year’s event has also highlighted the increasing demand for healthier and more sustainable products, as well as the growing interest in ethical sourcing and personalised products. The impressive turnout and the quality of contacts made during the event underscore the importance of ISM Middle East as a key platform for industry leaders to connect, collaborate, and discover new business opportunities. We are excited to continue driving innovation and excellence in the sweets and snacks industry and look forward to welcoming even more exhibitors and visitors in 2025”.
In an exclusive for Confectionery Production, the show’s organisers confirmed that the initial feedback before the event closes has given them enough confidence to confirm that it is set for even further expansion to its biggest size yet next autumn.

“This landmark edition welcomed a record-breaking number of international visitors from 133 countries, reflecting ISM Middle East’s growing appeal as a premier destination for global buyers in search of unique confectionery and snacks. Never-seen-before products from these newcomers attracted thousands of buyers, who sourced a diverse range of cutting-edge debuts—from dark chocolate chickpea cakes by Lestello to vegan chews by Van Slooten.
“Inspiring talks from global giants like Mars, Haribo, General Mills, Kellanova, and Bahlsen Group ignited fresh ideas and innovation. Networking reached exhilarating new heights, empowering participants to secure lucrative deals and expand their professional horizons, setting the stage for monumental growth in 2025 and beyond.”

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