A new ProVeg study sheds light on the pivotal role of colour in steering consumers to embracing plant-based meats
A groundbreaking new report released by ProVeg International, titled, “The Power of Colour: Nudging Consumers Toward Plant-Based Meat Consumption,” reveals key insights into the hidden influence of colour on people’s perceptions of a plant-based product’s flavour and appeal. Remarkably, simply using appealing colours in product packaging has the power to reshape consumer behaviour and prompt a shift toward plant-based meat.
Researcher and author of the report, Ajsa Spahic, explains, “Previous studies have shown that colours evoke subconscious emotional reactions. Yet, little attention has been given to how colours specifically affect perceptions of plant-based products.”
“The colour red has been shown to arouse and stimulate, so we wanted to see how people responded to red in plant-based packaging. Remarkably, our study found that people who regularly consume meat were more inclined to try a plant-based protein for the first time when it was packaged in red,” said Spahic.
The study found that red was the colour most often associated with tastiness by people of all dietary backgrounds. 56% of UK consumers and 54% of US consumers connect the colour red with superior taste in plant-based meat.
“Green is most often used in plant-based packaging. Participants associated green with healthfulness and eco-friendliness. But some people just aren’t attracted to that type of product or are motivated by those considerations. Someone who’s used to eating meat might see it as less satisfying or less flavourful – even when it’s the exact same product packaged in green. Red, on the other hand, appealed to a much broader range of consumers. When someone thinks something tastes good, they’re more likely to try it, regardless of whether or not they eat animal products,” said Spahic.
“First impressions matter, because we eat with our eyes as well as with our mouth. Simply using red packaging made people more willing to experiment with vegetarian and vegan foods,” finished Spahic.
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