With the rising consumption of confectionery and snacks, Asia, the Pacific region, the Middle East and Africa (APMEA) are becoming the fastest-growing markets in the world.

By the end of 2025, sales of confectionery and snacks in these markets are expected to reach nearly $389.8 billion, surpassing growth rates in Europe and North America. With an international exhibitor rate of 86%, ISM Middle East returned to the Dubai World Trade Centre from 15 to 17 September 2025 as the only trade fair for confectionery and snacks for Asia, the Pacific, the Middle East and Africa. The fair's reach attracts visitors from some of the largest and most established global brands, including Carrefour, Dubai Duty Free, Dunkin', Emirates Airlines, Mariott International, Nestle, Noon, Panda, Reliance Retail and Tim Hortons. With a record attendance of over 700 exhibitors, ISM Middle East 2025 became an unrivalled platform for confectionery and snack brands from around the world.

Trixie LohMirmand, Executive Vice President of Dubai World Trade Centre, said: "The momentum in confectionery and snack consumption in Asia, the Pacific, the Middle East and Africa is extraordinary. Growth in these regions currently exceeds all other global markets."