ISM Middle East, the largest confectionery and snacks industry event in the Middle East, Africa and Asia, took place in Dubai from 15-17 September 2025.
This was no ordinary exhibition – it was a marketplace for meetings, innovation and business relationships, where global brands, future buyers and industry leaders gathered under one roof to showcase breakthrough products and discover new trends.
At the Poland tastes good national stand, 20 Polish manufacturers presented their offer, bringing a full range of sweet and savoury delicacies: chocolates, drops, colourful sweets, cookies in various forms, nut creams, bars, wafers and lollipops. Packaging aesthetics, colours and details played a key role here – not only the content but also the way it was presented attracted visitors’ attention.
Poland’s presence at ISM Middle East was intended not only to showcase products – it was also a strategic step in building a strong position in Middle Eastern markets. With this event, Polish brands showcased their quality, innovation and richness of flavours, responding to growing consumer demand for sweets with distinctive aesthetics and authentic character.
In 2024, confectionery imports to the Middle East reached an impressive level of around 880,000 tonnes worth USD 4.6 billion, of which nearly 70% were chocolate and chocolate products. Saudi Arabia remained the largest market, importing more than 123 million kilograms of chocolate, while the United Arab Emirates and Iraq were also among the top importers. A year-on-year increase of nearly 3% in the value of imports confirms the growing consumer demand for confectionery and the dynamic development of the food sector in the region.
Poland, being one of the leading exporters of chocolate in the EU, is dynamically increasing its presence in these markets. Saudi Arabia, with its growing imports, is a particularly attractive destination for Polish manufacturers – with imports to the country in 2024 reflecting changing consumer preferences and opening up new opportunities for further expansion in the region.
