Middle Eastern show rebrands

Celebrating its 10th anniversary, Sweets & Snacks Middle East is treating itself to a new brand identity. In future, the show, which will be held in Dubai from 7 to 9 November 2016, will be known as yummex Middle East.

Under the new brand name, the event will continue to be staged as a specialised buying platform for the MENA region and will in future also be held annually parallel to the trade fairs The Speciality Food Festival, SEAFEX and Gulfood Manufacturing.

Since its premiere in 2007, the number of exhibitors at the show have increased from 140 up to 313 at the 2015 event, according to the show organisers. Over the same period the attendance figure also increased from around 3,500 up to almost 8,000 and the diversity in geography of both the exhibitors and the visitors increased significantly.

All of the signs are positive that this success story will continue in 2016. According to market research, great optimism prevails within the industry. Surveys are forecasting high growth rates as a result of the increased spending on sweets and snacks in the MENA region. According to KPMG, in 2016 the turnover for sweets in the Gulf states is expected to increase by 20 per cent; on the Saudi market alone the survey forecasts a growth of 43 per cent for chocolate products for the current year.