Sweets & Snacks Middle East 2014 most successful edition to date

VISITOR increase (+13%), more exhibitors, bigger area and a greater diversity of products have confirmed the relevance of Sweets & Snacks Middle East 2014 as the most important business platform for the sweets and snacks industry in the MENA region. With market in the MENA region continuing to develop dynamically—that too has helped make the trade fair a huge winner ever.

Sweets & Snacks Middle East 2014, which took place this year for the eighth time in Dubai, closed its doors after three intensive business days with its best results to date, including an estimation of the last day’s participation a total of around 7,000 top purchasers from more than 70 countries visiting the trade fair. This represents an increase in visitors over the previous year of 13%. 

Trade visitors, who predominantly traveled to Dubai from the MENA region, took advantage of the diversity of products at the trade fair, which also experienced strong growth in the number of exhibitors. Overall, about 230 suppliers from 38 countries exhibited a broad product spectrum, about 30% more than at the previous event in 2013. The fair was  organized jointly by Koelnmesse GmbH and the Dubai World Trade Center.

“The dynamic course of Sweets & Snacks Middle East 2014 again shows how well the trade fair works as a trading hub for sweets and snacks here at the Dubai site,” said Denis Steker, vice president International Outbound Fairs at Koelnmesse. “The market is growing continuously, and the size and relevance of the trade fair is growing with it.” 

Sweets and snacks sales still growing

According to Euromonitor International, the sales market for sweets and snacks in the Middle East alone has risen by 20% annually since 2010. Comparable rates of increase are also anticipated for the coming year because of an increase in disposable income and the trend toward high-end products in the growing middle class throughout the MENA region.

Hence, quality was also a theme at the exhibitors' stands. Leading manufacturers from around the world, including BMB (UAE), Cémoi (France), Duc D’O (Belgium), Lambertz (Germany), Original Candy (UK), Original Gourmet (USA), Peccin (Brazil), Roshen (Ukraine) or Witor’s (Italy) presented themselves with a broad spectrum of products.

In particular, this year was marked by a strong growth in exhibitor numbers from Europe and Asia. The national pavilions from Germany, Jordan and Turkey presented their products on a much larger area. Belgium, Brazil, China, Greece, Malaysia, the Netherlands and the US were also at the venue in Dubai with joint participations.

The exhibitors were very impressed and confirmed the competence and quality of the trade visitors in Dubai, who amongst other things were intensively looked after within the framework of a "Hosted Buyer Program". Atanás Zikas, area manager International at Lambertz, gave a positive appraisal of the company's first appearance at Sweets & Snacks Middle East: "We have been able to make many high-quality, interesting and promising contacts at this trade fair. Dubai is the ideal location to develop the sales potential of the MENA region." 

For Erik de Troyer, International sales manager Duc d’O, Sweets & Snacks Middle East is a clearly focused trade fair and hence precisely the right platform for placing the company's premium brand within the region.

The Speciality Food Festival, SEAFEX and Gulfood Manufacturing trade fairs took place in parallel with Sweets & Snacks Middle East, which permitted further synergies for both exhibitors and visitors.