We had the opportunity to visit ISM Middle East 2025 — one of the largest international exhibitions dedicated to confectionery and snacks. The impressions were truly vivid and inspiring.
From the very first steps inside, the scale of the event was striking: vast exhibition halls, countless stands, each uniquely designed to stand out and attract attention. The atmosphere was lively, energetic, and dynamic — filled with constant interaction, networking, and the exchange of ideas.
Companies from all over the world participated: Germany, Italy, Spain, Turkey, Poland, Hungary, Uzbekistan, Turkmenistan, China, Malaysia, countries of the Middle East, and many more. It was fascinating to see how each country emphasized different aspects: some showcased innovation and advanced technologies, others highlighted traditions and authentic recipes, while many focused on sustainability and eco-friendly solutions.
The exhibition covered a wide range of themes: sweets, snacks, chocolate, confectionery products, as well as packaging innovations, new flavors, and product formats. A noticeable trend was the growing demand for healthier and functional snacks, alternative sweeteners, and eco-friendly, creative packaging solutions.
Almost every stand offered tastings, turning the visit into a true gastronomic journey. Visitors could try both familiar products and bold, unexpected flavor combinations that surprised and inspired. Conversations with company representatives provided deeper insight into their brand philosophies and approaches to development.
The organization of the event deserves special mention: everything was carefully thought out — from navigation across the halls to comfortable networking and meeting areas. This created a productive and welcoming environment for both exhibitors and visitors.
Overall, the impressions were extremely positive. Events like ISM Middle East are highly valuable: they help establish new business connections, expand professional networks, explore global market trends, and generate fresh ideas for business growth.
ISM Middle East 2025 is definitely worth attending — not only for gaining experience and broadening horizons, but also for getting inspired by new concepts. It is more than just an exhibition; it is a platform where innovations are born, ideas are exchanged, and the future of the confectionery and snack industry is shaped.
