The term ‘vegans’ tends to conjure up images of salad-grazing, stick-thin hippies. But a different vegan message of indulgence and junk food has taken over Berlin. Supermarket chain Veganz stocks vegan candy and meatless bacon strips. But isn’t vegan junk food the ultimate diet contradiction?

McDonald’s has been struggling of late – the golden arches are losing lustre as people eschew a burger and chips in favour of something a little more upmarket. But in the UK and Germany people still seem hungry for a Big Mac, with the chain opening up 100 new restaurants in Germany.

German supermarkets have long been known for low prices and simple design. 81% of Germans say that price is the most important consideration when grocery shopping, but they're increasingly choosing premium and organic products. So what's changed? And what do Germans want to eat?

Germans are developing an increasing appetite for produce grown on their home soil. Three in four people prefer food items to not only be ‘Made in Germany’, but to also be sourced from the same region or state - creating a sense of not just local, but hyper-local.