This is a strategic moment for organisers Koelnmesse: the event’s scale and international participation are record-breaking, making ISM Middle East 2025 an important indicator of where the sweets & cocoa sector is heading. Here's our take on the latest trends, direct from Dubai.
1. Market Momentum in the MENA / APMEA Region
- The APMEA sweets & snacks market is projected to reach US$389.8 billion by end-2025, making it one of the fastest-growing global confectionery regions.
- Dubai positions itself as a hub for innovation, sourcing, and distribution, bridging Europe, Africa, and Asia.
- Cocoa and chocolate brands see the region as a strategic entry point into both premium and mass markets.
2. Five Defining Trends for Cocoa & Chocolate
1. Healthier Indulgence Becomes Mainstream
- Sugar reduction, plant-based chocolate, and functional inclusions (protein, botanicals, adaptogens) are increasingly part of product launches.
- “Better-for-you” chocolate is no longer niche — it is a baseline expectation.
2. Cultural & Festive Innovation
- Ramadan, Eid, Diwali, and Christmas-themed products are centre stage.
- Choco-dates, filled pralines, and fusion flavours (spices, fruits, nuts) show how brands tailor to cultural gifting and seasonal indulgence.
3. Sustainability & Traceability at the Forefront
- Ethical cocoa sourcing, transparent supply chains, and deforestation-free claims are prominent.
- Packaging innovation (compostable, recyclable, minimalist design) is a competitive advantage.
- Buyers increasingly expect proof of compliance with EUDR and halal certification in parallel.
4. Premiumisation Through Origin & Craft
Bean-to-bar, single-origin, and fine-flavour chocolate launches are trending, targeted at affluent consumers in the Gulf and Asia.
- Storytelling around provenance and farmer impact is a major selling point.
5. Technology & AI in Confectionery
- ISM’s Expert Stage highlights how AI is being deployed in flavour prediction, new recipe testing, and consumer trend analysis.
- Digital supply chain monitoring (for traceability and compliance) is gaining traction in cocoa procurement.
3. Key Opportunities for Cocoa Sector Players
4. Strategic Challenges
- Cocoa price volatility continues to squeeze margins; innovation must align with cost realities.
- Regulatory complexity in MENA (labelling, halal, import duties) requires dedicated compliance strategies.
- Consumer expectations are shifting fast: indulgence must coexist with health, transparency, and sustainability.
5. CocoaRadar Takeaways
- ISM Middle East 2025 is no longer a regional show — it has become a global signal for confectionery and cocoa innovation.
- Brands positioning themselves at the intersection of health, culture, and ethics will capture market growth.
- Expect strong activity around choco-dates, origin chocolate, and functional snacking, reflecting both regional heritage and global trends.
- For cocoa stakeholders, Dubai in September 2025 offers a unique vantage point on how APMEA markets are setting the pace for the next phase of chocolate growth.
- CocoaRadar will continue tracking ISM Middle East announcements and showcasing standout cocoa innovations throughout the year.
- For more details, visit the ISM Middle East Website.
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