Did you know 69% of millennials post photos of their food on social media?
Have you also seen people photographing their meal and wondered why? Could this hint at a deeper transformation of eating habits? Millennials (age 21-35) are more likely than older generations to follow a vegetarian or vegan diet and to buy products with a higher sustainability profile. A possible explanation could be that they see healthy and sustainable food as part of their identity . In addition, two thirds of EU consumers would be open to changing their food habits for environmental reasons  but identifying sustainable food options remains a real challenge.
Sustainability labels such as: "natural", "carbon neutral" or "sustainably sourced" have proliferated. However, to be of greatest value, these would need to consider the sustainability impact of the full value chain.
 "A year in food: Survey reveals millennials' eating and spending habits" https://www.foodnavigator-usa.com/article/2019/08/28/a-year-in-food-survey-reveals-millennials-eating-and-spending-habits
 "Most EU consumers open to eat more sustainably but face hurdles, new survey shows" https://www.beuc.eu/publications/most-eu-consumers-open-eat-more-sustainably-face-hurdles-new-survey-shows/html