French Gen Yers are devoting great time and energy to ensure their food choices fit in with their values. After all, being trendy is no longer defined by the clothes they wear, but also by what they eat. How are their discerning tastes shaping the food landscape and creating new challenges for the sector?

France has banned the labelling of non-meat products with meat names. While the ban is designed to support a meat industry feeling the pressure from a growing vegetarian market, it could disappoint those looking to reduce their meat intake, as it leaves them with fewer familiar options.

From egg-free mayonnaise to meat-free pastrami, veganism's entry into the mainstream has begun in earnest. And with Britons growing increasingly health-conscious, animal-free alcohol is growing in appeal, prompting major British retailers to up their vegan wine offerings.

More and more French people are buying local food from small producers as they strive to become conscientious consumers. Amid this shift, eco-friendly supermarket Biocoop is on the rise. But are sustainable credentials enough to steer shoppers away from the convenience of major chains?