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Mistrusting food brands have strongly affected the consumers’ assurance, alongside the health crisis we live in nowadays. Inside this terrible context is where the consumers find themselves ahead of a food universe in full mutation. As an outcome, their anxiety keeps growing, and they find it difficult to know what exactly they are eating. And as [1] writes, “If we don’t know what we eat, doesn’t it become difficult to know not only what we are going to become, but also what we are?”. The main objective of this article is to define through a literature review the new consumption tendency of the customers while they are choosing their products. It covers the fact that consumers search for information about what they are consuming before taking the final decision and buying a product. Technology became a tool in which consumers can find any information they might need, and it is an evolving behaviour. Technology gave access to the missing information consumers used to have. It was able to assist them with data and brought back their power or even their empowerment. In general, technology comes to change the passive role the consumers have in the creation process. The consumers are the main actor in the final result of their food and have their expectations met. They have become a “consumer-actor” [2]. The empowerment and power gained through technology can transform and change the way consumers and eaters choose what to eat.

Internet technologies as a source of consumer information on their consumption