ISM Middle East set to return to ‘normal’ with Dubai confectionery show

By Anthony Myers

- Last updated on GMT

There will be a UK pavilion for the first time at ISM Middle East, which is held in Dubai in November. Pic: Koelnmesse
There will be a UK pavilion for the first time at ISM Middle East, which is held in Dubai in November. Pic: Koelnmesse

Related tags ISM Middle East

The world’s largest trade fair of sweets and snacks is now in the heart of the Middle East, organisers Koelnmesse claimed.

Formerly known as yummex, the event has undergone a rebranding to become an integral player in the ISM family, which also runs confectionery trade shows in Germany and Japan.

"Dubai is back in business - yummex ME 2021 and other trade fairs in Dubai were extremely successful in this year and broke visitor records despite the pandemic. The signs are also promising for ISM ME 2022, which will take place from 8 to 10 November​,” said Jan Philipp Hartmann, Director ISM ME at Koelnmesse.

This year also marks another first in Dubai where ISM Middle East will host a UK-Pavilion organised by international events specialists PS8.

Hartmann said the UK Pavilion is almost sold out and will be very prominently located right in front of one of the entrances to the halls.

Other countries with pavilions include: Brazil, Egypt, Greece, India, Jordan, Latvia, Malaysia, Morocco, Poland, South Korea, Spain, Switzerland, the Netherlands, Turkey, USA/Mexico.

On the basis of the positive market forecasts and the rebranding as ISM Middle East, we anticipate a further increase in the quality and quantity of trade visitors​,” Hartmann said.

International demand

According to Statista and market research institutes including Euromonitor and Innova Market Insights, the highest growth rates of all markets worldwide are being forecast for the sweets market in the MENA region and Africa until 2026. The demand for international premium products is also registering top values in terms of both the per capita consumption and per capita turnover for sweets in the United Arab Emirates (UAE).

"The event location in Dubai presented itself very strongly before, during and after the pandemic in terms of trade visitors​,” said Denis Steker, Vice President Trade Fair Management International of Koelnmesse.

Against this background, the rebranding of yummex Middle East to ISM Middle East should also be understood as a clear statement of the organisers, because the target markets in the Middle East and North Africa perfectly complement the offering of our ISM in Cologne.

“ISM in Cologne, ISM Japan in Tokyo and ISM ME in Dubai together form the world's largest network for the sweets and snacks industry​."

  • ISM Middle East runs from 8 to 10 November 2022 at the Dubai World Trade Centre, see website ​for more information.

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