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 [1]. In addition, two thirds of EU consumers would be open to changing their food habits for environmental reasons [2] 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.

[1] "A year in food: Survey reveals millennials' eating and spending habits"

[2] "Most EU consumers open to eat more sustainably but face hurdles, new survey shows"