"Generation Y - those born between 1980 and 2000 - are interested in new foods but are also keen on authenticity and tradition. They like to feel connected to it so want information about it," she said. "And rather than being brand-loyal they make spur-of-the-moment choices, and one-third of their meals are snacks so they like hand-held food."
Already "snacking broccoli" has arisen in Germany to cater for this trend, while elsewhere healthy snack vending machines are becoming commonplace, she pointed out.
Growth in farmers' markets is more driven by "baby boomers" born between 1940 and 1960 who are also more inclined to "eat for well-being", said Ozeritskaya.
In all, more than half of shoppers now use technology such as smartphones while shopping. "They see food shopping as an experience in itself and are also looking at new ways of using existing staples such as cauliflower."
Meanwhile, "rustic chic" is inclining customers towards living salads or Brussels sprouts on the stem, while the trend in meat for "full utilisation" has its counterpart in finding use for parts of vegetables such as carrot tops.