The upcoming ISM, scheduled in Cologne from February 1 to 4, 2026, has already surpassed this year’s attendance: with over three months before the show starts, companies from 71 countries and all continents have already confirmed their participation. New countries and brands will join next year, when a new theme area, ‘ISM Functional Sweets’, is also set to debut.
Exhibitors attending ISM for the first time in 2026 come from countries such as Albania, Bangladesh, Iran and Luxembourg. Established international brands are showcased: Morinaga, one of the leading sweets manufacturers in Japan, is returning after its successful debut in 2025 and has significantly expanded its stand area. Like last year, Walker’s Shortbread (pictured below), a long-standing exhibitor in the UK pavilion, will once again be represented, this time with its own exhibition stand. Fazer, which previously had a lounge in the Europasaal, is also preparing its own stand.
With 37 pavilions from 27 countries and regions (ISM 2025: 34 from 25), ISM 2026 has reached a new record level in international participation. The new pavilions include two from Ukraine, organized by the Export Promotion Center KCCI LLC (Kyiv) and the Ukrainian Food Association U-Food (Uman), as well as a pavilion from Morocco coordinated by the FENAGRI – National Federation of the Agro-Food Industry (Casablanca).
“The fact that ISM 2026 has already topped last year’s booking level demonstrates the industry’s great confidence in the trade fair. New country participations and the return of international market leaders confirm ISM’s position as the leading global platform for trends, exchange and business development,” emphasized Sabine Schommer, ISM Director.
ISM Functional Sweets
ISM 2026 is focusing on functional sweets for the first time. In Lab5 by ISM in Hall 10.1, exhibitors will showcase products that combine health and well-being with enjoyment: from sweets containing vitamins and probiotic fruit gums, through to herbal products to reduce stress. A special event with information, product presentations and tastings will illustrate how modern sweets are conceived today, as everyday assistants and part of a healthy lifestyle.
“Functional sweets aren’t a short-lived trend; they are an expression of the new consumer understanding: People are looking for products that combine taste with well-being. This is precisely what ISM 2026 will demonstrate and make visible on the new special zone,” stated Schommer.
ISM Start-up Pitches Award 2026
The Start-up Area in Lab5 by ISM will also look into the future of the sweets and snacks industry in 2026. The ISM Start-up Pitches Award 2026 will be presented on February 2, 2026, for the first time is a special highlight. Eight selected start-ups will present their ideas and products on the Talks & Tasting Stage in Hall 10.1. A panel of experts will evaluate the entries and select the winner live on stage. The pitches will be hosted by Robert Kronekker – food entrepreneur, investor & start-up mentor. He will also accompany the participants in their preparation. Start-ups registered for ISM can apply for one of the places up until December 31, 2025. Application details can be found online.
Photos: Koelnmesse
