The future of food retail takes center stage at the first “Innovation Bites” gathering at GOe – Gastronomy Open Ecosystem

“Gastronomy and retail: future, experience and the new consumer,” the first session within the Innovation Bites series, focused on the present and future of food retail during a session held this morning at GOe – Gastronomy Open Ecosystem. This content cycle is supported by the Department of Food, Rural Development, Agriculture and Fisheries of the Basque Government.

“This new cycle of activity that we are launching today is a space for meeting and connection,” highlighted Joxe Mari Aizega, Director General of the Basque Culinary Center, during the opening of the event. Meanwhile, Iker Iglesias, Director of Food Policy and Industry at the Basque Government, emphasized that “events like today’s turn projects into results.”

The first keynote was delivered by Xavi Cross, CEO and founder of Across The Shopper, a consultancy specialized in shopper marketing and consumer behavior analysis at the point of sale. He addressed the main transformations in consumer decision-making, the impact of the in-store environment, and the new dynamics of today’s retail landscape.

Under the title “Phygital retail: integrating the physical and digital store,” David Sánchez Bote, Director of Innovation and Digital Development at Eroski, highlighted the challenge of integrating physical and digital channels to build a seamless, unified experience where both operate as a single system. He emphasized the evolution toward a more connected retail environment, where digitalization not only drives efficiency but also enhances customer experience and redefines the role of the store within the commercial ecosystem.

Next, in the session titled “The new shopping basket and conscious consumption,” the dialogue between Laura Vázquez, researcher in sensory analysis at GOeTech Center (the Basque Culinary Center’s gastronomy technology center), and Saul Otero Barrios, Director of Modern Distribution & B2B Business Unit at Pascual, explored how today’s consumer is evolving: more aware, more informed, and more attentive to labeling, but also more changeable and harder to engage. Health has shifted from an aspirational value to a key driver in the shopping basket, directly influencing product innovation, where taste remains essential and differentiation is crucial to justify value.

“We need to have a very clear vision of the future so we don’t get lost in the present,” shared Malwine Steinbock, CEO & co-founder of Food Republik, a consultancy specializing in innovation, product development, and food sector strategies. In her talk, “10 products your customer still cannot find in the supermarket,” she emphasized the importance of distinguishing between trends and fads, and anticipating consumer change with a strategic outlook toward 2030. She also presented key innovation principles for new product development: longevity, metabolic understanding, clean label, healthier alternatives, guilt-free enjoyment, tradition revival, functionality, sensory experiences, and on-the-go solutions.

The round table “360º vision of the future of retail” brought together David Sánchez Bote (Eroski), Saul Otero Barrios (Pascual), Rebecca Maria Pizarroso (COO & Co-founder of ComexSoft), María Escolano (Social Media Technician at Carmencita), and Carlos Zamora (Cocina de los Pastores and Deluz y Compañía). The panel discussed the evolution of the sector from multiple perspectives.

They highlighted how the shopping experience is gaining increasing importance, driven by innovation, artificial intelligence, and new interaction channels, in a traditional sector rapidly moving toward more connected models.

They also emphasized the need to continuously add value to products through innovation, understanding the market to identify opportunities and better connect with consumers. In this context, the focus is shifting from the product to the solution, integrating pleasure, taste, and health as the main decision drivers.

The session concluded with remarks from Begoña Rodríguez, Director of GOe Tech Center, who summarized the key insights from Innovation Bites, highlighting today’s consumer as more informed and “bipolar” in behavior—oscillating between health-conscious choices and healthier indulgence. She also emphasized the growing role of digitalization in the shopping experience and in supporting the horeca channel, as well as the consolidation of food delivery culture alongside home cooking.

Finally, she noted that although innovation in the sector is smaller in volume, it is increasingly impactful and disruptive.

This first Innovation Bites session has established a reference space for dialogue between gastronomy, science, and business, setting out the key factors that will shape the future of food consumption in the years ahead.