Exclusive Article

As the first cool breezes of winter are set to sweep across the MENA region in the coming months, a fresh wave of consumer demand will also be visible across the confectionery and snack aisles.

In 2025, health-conscious people throughout MENA are seeking snacks that support fitness, wellness and beauty goals in every bite. According to Innova Market Insights, snacking trends in the MENA region reveal that 1 in 3 consumers cite health and wellness concerns as a key factor influencing their purchasing decisions.

The rise of functional ingredients within MENA’s confectionery and snacks market is a response to this demand, offering a solution for those eager to indulge and optimise their health.

Winter marks a strategic shift in consumer behaviour in the region. With outdoor fitness activities gaining popularity, resolutions for wellness and personal enhancement are on the rise.

The confectionery and snacks market in MENA is set to reach $68.28billion in 2025, growing by an annual 6.25% through 2030, a signal of both indulgence and a new era for better-for-you choices.

Local insights show that products that claim to have health benefits will gain more traction among consumers who prioritise healthy adaptations of their favourite snacks and confectionery.

This means sugar-free, gluten-free, low-fat or non-fat and organic options will increasingly attract more consumers, particularly in the lead-up to the cooler season.

A new generation of ingredients is changing the MENA snacking and confectionery landscape. It is being redefined by shifting consumer priorities and a remarkable surge of new functional ingredients, now driving product launches and other developments.

• Creatine: Once reserved for athletes, creatine is now making its way into energy bars and chews designed for the region’s fitness enthusiasts, supporting strength and recovery.
• Collagen: ‘Beauty-from-within’ takes centre stage via collagen-infused gummies and chocolates, offering convenient paths to radiant skin and joint health.
• Protein: Both traditional whey and novel plant proteins are powering the snack scene. Protein-rich chocolate, bars and even premium vegan options reflect MENA’s evolving dietary trends.
• Adaptogens: Ingredients like maca and ashwagandha are becoming staples, appearing in stress-busting chocolates and functional bites tailored to wellness goals.
• Prebiotics, Fibre & Wellness Boosters: Consumers are seeking snacks with added fibre, probiotics and natural inclusions that benefit gut health and holistic well-being.

Consumer curiosity about immunity, mood and cognition is fueling the demand for snacks enriched with vitamins, minerals and more, with regional and global manufacturers responding through product launches.

According to PwC’s research, more than 60% of consumers in the MENA region are concerned about health risks associated with ultra-processed foods. Lower sugar, vegan, grain-free and allergen-friendly innovations are capturing attention and ensuring that indulgence doesn’t mean compromise.

Across the region, consumers also expect transparency and inclusivity in ingredients. Clean-label options with short, recognisable ingredient lists are in demand.

Crucially, halal certification is non-negotiable for a broad base of buyers, influencing formulations from chocolate to gummies.

Convenience stores, speciality retailers and online platforms are rapidly expanding their selections of nutritious and functional snacks. The rise of better-for-you snacking options on online platforms is also noteworthy, as 30% of consumers in the region rely on on-demand delivery platforms for their snack and confectionery purchases.

The synergy between rising disposable incomes and e-commerce growth means that premium, branded and health-driven snacks have never been more accessible in the MENA region.

Social media and digital platforms drive awareness, with viral trends regularly spotlighting new launches and seasonal favourites.

ISM Middle East 2025, taking place from 15-17 September at Dubai World Trade Centre, is set to showcase over 500 elite exhibitors, each offering a taste of the functional future.

Many pioneering brands are at the forefront, presenting products that harness the power of these ingredients to meet evolving wellness, fitness and beauty demands.

You can expect to encounter a wide variety of products from distributors and brands that align with functional snacking trends.

• Protein-enriched chocolates and collagen gummies: From high-protein dark and milk chocolate bars, targeting both athlete and beauty-conscious segments, to collagen-infused treats designed for skin health and vitality.

Exhibitor Spotlight:

• Bombbar Glazed Protein Bars
• SNAQER Chocolate Protein Bar:
• Chikasport Protein Chocolate:

Stress-relieving and wellness-boosting treats: Guided by consumer interest in holistic well-being, brands like are quickly incorporating adaptogens and gut-friendly ingredients, including probiotics and fibre.

Exhibitor Spotlight:

• Peach Oolong Tea Lozenge
• Parmida Choco Egg Chocolate Dragee:
• Kitkat mini Matcha:
   

Functional Indulgence Beyond the Season

MENA’s appetite for functional ingredients is more than just a winter fad. Shoppers are embracing snacks that blend indulgence and purpose, setting a new long-term standard for product development.

For brands, the message is clear: future growth lies in offering products that delight the senses and support health, wellness and beauty. As functional snacking accelerates across convenience, premium retail and online channels, the opportunity for lasting impact and business growth is undeniable.
 

Join the Movement

The shift toward snacks that serve both indulgence and wellness is accelerating and you can be a part of the movement and witness innovations shaping the confectionery and snack market.

At ISM Middle East, taking place from 15–17 September 2025 at Dubai World Trade Centre, you can meet the brands pioneering functional indulgence, explore emerging ingredient solutions and connect with decision-makers driving growth across the region.

Register or learn more by visiting ism-me.com/