Where is food retail heading? What role will physical stores play in an increasingly digital landscape? How are traditional points of sale evolving alongside new consumer engagement channels? And how is the shopping basket changing in a context shaped by greater awareness, access to information, and shifting consumption priorities?

These questions—and many more—were explored at Innovation Bite, an event hosted by the GOe Tech Center at the Basque Culinary Center, focused on the future of retail and the transformations redefining the relationship among brands, retailers, and consumers.

Held in San Sebastián, the event brought together professionals from across the food ecosystem, including retail, innovation, consulting, and business development. The programme addressed some of the sector’s most pressing conversations: the evolving role of retail, the integration of physical and digital channels, the transformation of the shopping basket, conscious consumption, and new ways of creating value in the food industry.

Carmencita took part in the roundtable discussion “A 360º Vision of the Future of Retail”, alongside representatives from Eroski, Pascual, ComexSoft, and La Cocina de los Pastores. Moderated by Noemí de la Fuente, the session brought together diverse perspectives on how the sector is evolving and the role brands must play in an increasingly complex and demanding environment.

The discussion—featuring voices from across the value chain, including retail, brands, consulting, and innovation—highlighted how value is shifting from product to experience and brand. It also emphasised the importance of collaboration between manufacturers, retailers, and innovation hubs as key drivers of that value. Changing consumer habits and emerging retail trends were also central to the debate.

“At Carmencita, we believe the future of retail lies in delivering value beyond the product: meaningful innovation, strong brand-building, and solutions aligned with evolving consumer habits. Differentiation is no longer achieved solely on the shelf, but through the relevance a brand is able to build,” says María Escolano from Carmencita’s Marketing team.

Carmencita’s participation in this event forms part of its ongoing collaboration with Basque Culinary Center—a partnership that enables the company to stay closely connected to education, research, and the conversations shaping the future of food.

For Carmencita, supporting initiatives like this also means contributing to a more open, connected, and innovative perspective on the role of spices in cooking, the food industry, and the overall consumer experience.

“Bringing together different players across the value chain—retail, brands, consulting, and innovation—offers a richer understanding of where the sector is heading,” adds María Escolano.
“At Carmencita, we continue to look ahead with a clear focus: understanding how consumers evolve is key to continuing to deliver value in food, both at home and beyond.”