Global Retailers and Buyers Accelerate Growth on Day Two of ISM Middle East & Private Label Middle East 2025
Day two of ISM Middle East and Private Label Middle East 2025 at the World Trade Centre placed global trade firmly in the spotlight, as international retailers, distributors, and top buyers converged to forge high-value business partnerships. The event underscored the region’s growing importance as a hub for food, beverage, and private label innovation, with participants aligning on one common goal: driving cross-border growth in an increasingly competitive global market.
With consumer preferences shifting rapidly, the show highlighted a striking trend: 58% of global consumers now prefer snacks to full meals. This appetite for quick, innovative, and functional indulgence shaped much of the activity across the show floor, where buyers sought the next breakthrough in sweets and snacks, while retailers explored opportunities to expand categories and enter new markets.
A Global Trade Platform at the Heart of the Region
ISM Middle East has emerged as a critical sourcing hub for the international sweets and snacks industry, linking global players with fast-growing markets across the Middle East, Africa, and beyond. On Tuesday, one notable business exchange saw Ahmed Odeh, Owner of JA Chocolate Factory, meet with Feruz Rakhmatullaev from the Ministry of Investment of Uzbekistan. Their discussions centered on bilateral chocolate trade, with Odeh highlighting the “strong opportunities for collaboration” between UAE producers and Uzbek markets.
This story was mirrored across the halls, as thousands of connections were made between established global brands, ambitious startups, and government delegations, all eager to unlock new avenues for exports and imports.
Private Label Middle East: Expansion and Innovation
Private Label Middle East has grown at an extraordinary pace since its launch, and 2025 marked another milestone with 15 new exhibiting countries joining the show. The event has quickly become a destination for innovation in non-food categories, showcasing everything from cosmetics and packaging to household products and hotel amenities.
Mina Georges, VP of Operations at Mamiba Cosmetics, described the show as a platform to unveil new formulations:
“We’ve developed special product lines for the event — from baby care and home care to sports cosmetics and suncare. The response has been overwhelming, with interest from pharmacy chains, hotels, and even entrepreneurs seeking to launch their own private labels.”
This trend underscores the region’s role as one of the fastest-growing private label markets globally, particularly across the Middle East and Africa, where value sales are accelerating at record rates.
Showcasing the Next Wave of Consumer Trends
True to its reputation as an innovation hub, ISM Middle East once again spotlighted cutting-edge product launches designed to tap into emerging consumer demands. Among the standouts:
- Amos TastySounds Audio Lollipop — a sugar-free blueberry treat that pairs with electronic music via bone conduction for a multi-sensory experience.
- Prestige Wellness Biscuits with Probiotics — combining oats, yogurt, and live cultures to merge indulgence with gut health benefits.
- Ross LifeScience’s E-BAST platform — a patented range of herbal insecticides redefining eco-friendly pest control.
- ELiX Hypoallergenic Crease Releaser and Dolcetto’s zero-sugar coffee syrup — catering to both lifestyle and functional demands.
These launches reflect a broader industry trend: consumers are increasingly seeking products that deliver not only taste but also health, sustainability, and unique experiences.
Expert Stage Conference: Charting the Future of Snacking and Retail
The conference program, which ran alongside the exhibition, brought together industry leaders to debate the future of snacks, sweets, and private labels.
Nadar Saigol, Managing Director of SMITHS Saigol & Gulf, urged entrepreneurs to balance innovation with consistency:
“The number one constant must be brand image. Quick innovation doesn’t exist anymore. A successful product needs a strategic process from start to finish.”
Meanwhile, Vishal Das, Vice President of Group Category at Big Basket, highlighted the global impact of regional trends:
“We’re seeing viral trends take root in the Middle East and ripple across the globe. For brands, being at ISM Middle East is essential to anticipate the next global phenomenon.”
Adding to the conversation, Talabat shared insights into the development of its private label, Talabat Mart, which now spans 550 items across seven MENA markets. In partnership with Daymon International, Talabat developed a digital-first brand identity that translates quality and trust into a purely virtual shopping experience.
Anna Szarecka, Private Brand and Imports Manager, MENA, Talabat, explained:
“Our challenge was creating a private label that consumers would only ever encounter on their phones. Building credibility and transmitting quality through labels and visuals was crucial to our success.”
Driving the Future of Global Retail
Day two of ISM Middle East and Private Label Middle East 2025 reaffirmed the UAE’s position as a gateway for global trade and innovation in retail. From high-level government partnerships to the unveiling of futuristic consumer products, the events demonstrated the dynamism of the sweets, snacks, and private label industries.
With international expansion at the top of corporate agendas and consumer demand reshaping product development, ISM Middle East and Private Label Middle East have become more than exhibitions — they are strategic platforms powering the future of global retail.
