Greenfood Insights #4: Why letting customers choose is a true win win

Self-service is gaining interest – from salad bars to AI-curated meal plans, today’s consumers want full control over what they eat, how much, and when. The fourth edition of Greenfood Insights reveals how personalization, technology, and sustainability are reshaping the future of the food industry.

Download the report here (PDF)

The report takes a deep dive into one of the most prominent trends right now: self-service and hyper-personalization. Here, freedom of choice becomes a key factor in boosting customer satisfaction and reducing food waste.

– We’re seeing a clear shift toward solutions that put the consumer in charge of their food experience. And it’s not just about convenience – it’s delivering real results. Happier customers, less waste, and a step toward a more sustainable food system, says David von Laskowski, CEO of Picadeli and Greenfood Group.

Greenfood Insights #4 highlights that when food is tailored to real needs rather than pre-set templates, unnecessary waste is reduced – a welcome change in a global food system where one-third of all food produced goes to waste.

"We’re seeing a clear shift toward solutions that put the consumer in charge of their food experience."

In the report, Gavin Rothwell, global food-to-go expert and founder of Food Futures Insights, shares his take on the personalization trend: today’s consumers want meals tailored to their lifestyle, diet, or even mood. Efficiency is essential – but it still needs to feel personal. He points to the rise of “guided customization,” where customers start with a base option and then adjust it to suit their taste. It’s a way to offer flexibility without adding complexity. Greenfood Group and Picadeli’s CEO David von Laskowski agrees:

– We’re seeing clear demand for more personal choices – and at the same time, expectations for speed have never been higher. Our hope is that this trend report will inspire others in the industry to explore these developments and dive deeper. At Greenfood, choice is a central pillar – and we’re happy to share our insights, says von Laskowski.

Three key takeaways from Greenfood Insights #4:

♻️ Self-serve reduces waste
When consumers choose their own portions, they waste less – and smart tech helps ensure better accuracy.

🥗 The rise of flexible eating
Traditional meal times are fading. Consumers increasingly snack throughout the day, opting for smaller, customizable, ready-to-eat portions that fit their individual schedules and preferences.

🇸🇪 Swedish self-service goes global
From smorgasbords to pick and mix – Sweden’s long-standing tradition of choice is inspiring consumers worldwide.

Download the report here (PDF)