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Ask The Buyer: Shirin Sadiq, IKEA

With covid-19 measures meaning we've spent more time at home than ever before in 2020, you'll probably struggle to find someone that hasn't done at least some kind of home improvement this year. A lick of paint here, a new pot plant there; it's the little comforts that can help us through challenging times.


We asked Shirin Sadiq, a National Purchaser (Food) at Swedish retail giant IKEA, to tell us about the products that customers have been searching for, hear her predictions for the future, and what kind of brands she's hoping to uncover at Futureminded 2020.





What main shift have you noticed since the start of the covid-19 pandemic when it comes to customer behaviour?


Customers are favouring retail products they can eat and cook at home. They are also trying to replicate restaurant style food at home.


Do you think there are food trends that Covid-19 has accelerated/decelerated, and if so, what are these?


The focus on health and wellbeing within food has accelerated even further. Dining out has obviously decreased, but it’s made customers want to create nicely presented food at home, copying restaurants.


What – if any – changes do you think are here to stay?

I think the new focus on all the ways you can have a great time staying at home - cooking, learning new skills, DIY etc - will be here to stay.


What would you love to discover at Futureminded 2020?


Great new suppliers and innovation in the food industry!

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Retailer 1:1, Innovation Showcase and Roundtable Masterclasses

What

Futureminded

When

25 November 2020

Where

Virtually

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