By Shereen Shabnam

As global consumer markets recalibrate around sustainability, resilience, and experience-led value, Ambiente continues to assert itself as one of the world’s most influential international business platforms for consumer goods. Taking place in Frankfurt, the fair brings together decision-makers across retail, hospitality, sourcing, design, and manufacturing, offering a strategic lens on how global trade, innovation, and shifting consumer expectations are shaping the future of the industry.

We spoke with Julia Uherek, Vice President of Ambiente, about the show’s 2026 priorities, key growth sectors, and why the GCC continues to gain strategic importance within the global consumer and retail ecosystem.

What is the key strategic message of Ambiente 2026 for global business leaders and investors?

Ambiente 2026 reinforces its role as far more than a traditional trade fair. With over 4,600 exhibitors and more than 145,000 visitors from over 170 countries at the previous edition, the event functions as a truly global sourcing and decision-making platform.

“People travel long distances, from Australia, South America, Africa, and across Asia because Ambiente is where business decisions for the entire year are made,” Uherek explains. “It’s not only about orders; it’s about finding new partners, gaining inspiration, and building resilience in an increasingly volatile global economy.”

In a period marked by shifting trade agreements and evolving supply chains, Ambiente acts as a neutral, high-trust marketplace where global supply and demand meet—fostering new networks and opening opportunities across borders.

Which product categories are showing the strongest commercial momentum this year?

Dining and kitchen-related segments remain the strongest performers, driven by sustained demand from both consumer retail and the professional hospitality sector. While tableware continues to be a core category, Ambiente has significantly expanded its focus on HoReCa and back-of-house solutions, responding to the needs of restaurants, catering companies, and large-scale hospitality operations.

Another growing area is high-quality, small-scale furniture, particularly within the contract and hospitality segment. “What we are seeing now is not mass expansion, but targeted growth in premium, durable products designed for long-term use,” says Julia.

How is Ambiente responding to the shift from volume-driven retail to value, experience, and sustainability-led growth?

Rather than a complete shift, Julia describes the market as increasingly polarised. On one end, volume-driven retail remains strong; on the other, there is rising demand for handcrafted, long-lasting, and design-led products.

“What has clearly changed since COVID is that the mid-market has narrowed,” she notes. “We see strong demand at both extremes, mass production and high-quality craftsmanship, while consumers and buyers are becoming far more deliberate about value, longevity, and design integrity.”

Sustainability is now a board-level issue. How does Ambiente help brands translate ESG commitments into business opportunities?

Sustainability at Ambiente is anchored through its Ethical Style programme, which in 2026 includes 335 certified exhibitors across all three fairs, with 289 at Ambiente alone. Exhibitors are independently assessed based on criteria such as resource-efficient materials, fair working conditions, recyclable packaging, and lifecycle innovation.

Interest from UAE buyers in Ethical Style exhibitors is notably strong, reflecting alignment with ESG frameworks and green procurement policies. In addition, Halls 10 and 11 form the largest global sourcing hub outside China, bringing together suppliers from Asia, MENA, Africa, and beyond. Curated Ethical Style Spots help buyers quickly identify responsible partners and scalable solutions.

How is the Middle East and GCC presence evolving at Ambiente?

While exhibitor numbers from the GCC remain steady, their strategic and economic significance is increasing. UAE exhibitors at Ambiente 2026 include Caliber Brands FZCO, Crystal Arc Factory, EMID IGT, Emirates Steel Wool Manufacturing, Piano Exports, and RAK Porcelain Europe, the European arm of UAE-based RAK Ceramics.

“These companies demonstrate strong export readiness, quality compliance, and design adaptation for European and international markets,” Julia notes. “RAK Ceramics is a particularly strong example of how participation at Ambiente can accelerate global recognition and production expansion.”

Beyond the show, Messe Frankfurt supports Gulf exhibitors and buyers year-round through platforms such as Conzoom Solutions, Conzoom Circle, and its Digital Academy, positioning itself as a long-term partner for international growth.

What trends are you seeing from GCC buyers in terms of design preferences and materials?

GCC buyers tend to be forward-looking in design, while still valuing timeless aesthetics. A key cross-market trend is the return of metal in interiors, from warm copper and brushed stainless steel to soft silver tones.

“This trend cuts across European and GCC markets,” says Julia. “It aligns with a desire for durability, material honesty, and design that feels both luxurious and resilient.”

How is digitalisation shaping the show experience?

While digital tools are increasingly important, Ambiente remains firmly rooted in face-to-face engagement. “People still want to meet, touch products, and build trust in person,” Julia emphasises.

Digitalisation at Ambiente serves to enhance efficiency rather than replace human interaction. Advanced business matchmaking tools, intelligent product search, and year-round digital directories allow buyers and exhibitors to connect before, during, and after the fair—making it particularly valuable for international visitors navigating a show of this scale.

Our Experience

After the interview, we did a tour of a few halls. Walking around Ambiente 2026 leaves one in awe. It is as if the most beautiful things in the world converged in one venue for connoisseurs of all things pleasing to the eye and all things that make life comfortable, seamless and that much more delightful. It is a haven for buyers, sellers, distributors and more. The show reinforces its position as a strategic business platform where global trade, sustainability, hospitality expansion, and premium consumer demand meet and determine the way forward. With rising engagement from the GCC and a sharpened focus on contract business, ethical sourcing, and design innovation, the fair offers clear signals for CEOs, investors, and decision-makers navigating the next phase of global consumer goods growth.

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