Dubai: The second day of ISM Middle East and Private Label Middle East 2025 at the Dubai World Trade Centre witnessed a convergence of global retailers, distributors, and key buyers, all seeking to forge high-value business connections aimed at accelerating international growth. Private Label Middle East showcased a variety of non-food products, including packaging solutions, cleaning products, beauty ingredients, hotel amenities, and kitchen utensils.
According to Emirates News Agency, with 58% of global consumers preferring snacks over meals, the ISM Middle East show floor was bustling as buyers searched for the next big phenomena in sweets and snacks, while global retailers explored avenues for category expansion and entry into new markets. With cross-border trade and international presence becoming increasingly crucial, and with private label value sales growth in the Middle East and Africa accelerating at an unparalleled rate, companies are united in their ambition to expand portfolios and unlock new growth opportunities.
ISM Middle East brings together top buyers, brands, and industry leaders from around the world, serving as a central hub for global trade flows. Notably, a meeting between Ahmed Odeh, Owner of JA Chocolate Factory, and Feruz Rakhmatullaev from the UAE Office of the Ministry of Investment of Uzbekistan, explored potential chocolate export opportunities between the UAE and Uzbekistan.
Odeh remarked, ‘We discussed the potential of exporting our chocolate products from our UAE factory to Uzbekistan and vice versa. We see strong opportunities for collaboration, and it was a very successful first meeting. Tomorrow, we look forward to continuing these conversations across the halls.’
With 15 new exhibiting countries joining in 2025, Private Label Middle East attracts new and exciting exhibitors annually, contributing to the show’s rapid expansion since its inception.
Mina Georges, VP Operations, Mamiba Cosmetics, shared insights on their participation: ‘For Private Label Middle East, we’ve developed special formulas and product lines, including baby care, home care, sports cosmetics, and suncare. Over the past few days, we’ve engaged with customers across various industries – from pharmacy chains and hotels to individual content creators looking to launch their private label brands to fill market gaps.’
During a panel discussion on trending ideas in sweets and snacks, Nadar Saigol, Managing Director, SMITHS Saigol and Gulf, advised on maintaining brand image in product development: ‘If you are an entrepreneur or part of a team driving product development, the number one item to remain constant is brand image. Quick innovation doesn’t exist anymore; a new product must be something developed with a strategic process.’
Vishal Das, Vice President of Group Category at Big Basket, emphasized the importance of attending ISM Middle East 2025: ‘We’re seeing viral trends take root in the Middle East and ripple across the globe, influencing companies’ biggest business decisions. It is crucial for brands to be at ISM Middle East 2025 to see the latest trends and discover what the next global phenomenon could be.’
Highlighting a strategic approach to private label success, Talabat showcased its investment in Talabat Mart, offering 550 items across seven MENA markets in two years. As its branding partner, Daymon International created captivating visuals to enhance Talabat’s market presence through its new private label.
Anna Szarecka, Private Brand and Imports Manager, MENA, Talabat, commented on the process: ‘Our brand is fully virtual, and creating a brand that the customer will see only on the phone, as well as creating labels to transmit the quality and credibility of the brand, was imperative.’