Sweets Middle East 2008 eyed for new business and partnership opportunities

Recognised as one of the top ten markets for confectionery products, with a high per capita consumption of chocolate in particular, markets in the Middle East are booming when it comes to the consumer confectionery category.

According to market data, in 2007, the UAE market was estimated to be worth $85m, excluding sugar confectionery. The total Middle East market has grown by 15% over the last three years with Saudi Arabia and Qatar experiencing the largest growth of 24% and 23% respectively.

Sweets Middle East is the only dedicated trade show in the Middle East aimed at supporting the increasing levels of sophistication and specialisation across the sweets, confectionery, bakery, snack food and ice-cream industries and will welcome international suppliers seeking business development across the Middle East.

Co-organised by Dubai World Trade Centre (DWTC), the region's leading exhibitions organiser and Koelnmesse, organiser of the leading international sweets and confectionery show ISM in Cologne Sweets Middle East will take place from 3-5 November 2008 at the Dubai International Convention and Exhibition Centre.

"Dubai World Trade Centre has a global reputation for bringing business partners together and creating new trading opportunities. Sweets Middle East 2008 is set to promote growth and development in the region's sweets and confectionery industry,"

said Joanne Cook, Industry Group Manager - Exhibitions & Events Management at Dubai World Trade Centre.

"We are seeing paramount interest from international exhibitors for the second edition, who are looking to meet key Middle East distributors and manufacturers," added Cook.

IFFCO, a leading FMCG company, with a strong regional presence, has renewed their platinum sponsorship for this year's event. IFFCO will showcase several of their brands at Sweets Middle East 2008 which include London Dairy and Igloo ice cream, Tiffany biscuits, chocolates, confectionery, snacks and beverages as well as CHOCO TOM biscuits, all of which are enjoyed by consumers in more than 70 countries.

"IFFCO's association with Koelnmesse goes back to 1990 and Sweets Middle East is especially significant for us, as we are one of the largest players in the region," commented Fethi Khiari, Director - International Markets, IFFCO. The company operates businesses with manufacturing facilities in the UAE, Egypt, Malaysia, Pakistan and Tunisia.

With 30 countries already confirmed to participate, Sweets Middle East 2008 is set to attract key local and international manufacturers as well as sweets and confectionery associations who view the trade show as a highly successful platform to enter the Middle East market.

Cyprus and Malaysia are set to increase their profiles at this year's event and have confirmed national pavilions to host their respective local brands and products. These two new national groups join last year's line up of national pavilions that include Belgium, Egypt, France, Germany, Italy, Turkey and the USA.

For the first time, 11 Malaysian exhibitors will participate and are supported by the Malaysian Cocoa Board. For regional companies like IFFCO that have manufacturing facilities in Malaysia, the exhibition offers an ideal platform to meet existing clients, vendors and potential clients in one place.

"At the inaugural show we were very impressed with the number of international visitors and anticipate an even larger visitor turnout at the 2008 show. It is an opportunity to exchange ideas, offer hospitality and our support through several meetings on-site," further commented Khiari.

In addition, the exhibition will feature leading industry players, such as Salehia (Saudi Arabia), Seham (Syria), United Foods (Saudi Arabia), Perfetti van Melle (Belgium) and Wrigley (USA/UAE).

Sweets Middle East will run from 3-5 November in halls 7&8 at the Dubai International Convention and Exhibition Centre. The exhibition is for Trade and Business Professionals only and will be open from 10am - 6pm daily. General public and persons under the age of 18 will not be permitted entry. Registration is available onsite or alternatively visitors can pre-register in advance at Sweets Middle East website.