As a nation, we're increasingly health conscious and it's showing in the way we shop; whether we're buying food or cosmetics. Traditionally, purchase decisions are made using relevant information on the product label, but industry bodies suggest the way we digest this information is set to change.

Whether people identify as Christian, feminist or vegetarian, in a landscape that celebrates transparency, brands that share people's values tend to come out on top. Glia makes it even easier for people to find out which brands' morals mirror their own, meaning they'll never buy anything mindlessly again.

Can our eating habits represent our identity? We sat down with Eating right in America author Charlotte Biltekoff to discuss how what we eat aligns with our aspirations and ethical codes, and our shifting perceptions of health.

When people are scanning the aisles of a supermarket, it's not just taste that influences their buying decisions. A number of extrinsic factors – from the brand to the label – have a significant impact as well. But a study has found that GMO labels don't put people off buying products.