Unleashing the marketing potential of colour for plant-based food products

A groundbreaking new report released by ProVeg International, “The Power of Colour: Nudging Consumers Toward Plant-Based Meat Consumption,” reveals key insights into the impact of colour on flavour perception, willingness to try plant-based products, pricing decisions, and associations with health and sustainability.

While previous studies have explored the influence of colours on consumer behaviour, there's been a scarcity of research specifically addressing the impact of packaging colours on perceptions of plant-based products until now. 

Understanding this relationship is vital, not only for boosting a brand's popularity but also for effectively reaching consumers who may not have previously considered incorporating plant proteins into their diet.

The survey included 1,200 participants, predominantly self-described omnivores, from both Britain and the USA.

Participants were presented with vegetarian and vegan products packaged in an array of warm and cool tones. They were then asked to associate sentiments with the colours employed in the packaging.

Key Takeaways:

Red - The Flavour Enhancer

Red is perceived as the tastiest colour for packaging

56% of UK consumers and 54% of US consumers associate the colour red with superior tasteS in plant-based meat

Blue - Price-Performance Connection:

Blue is the most universally favoured colour among consumers, signalling both affordability and quality

48% of UK consumers and 45% of US consumers associate the colour blue with budget-friendly products

37% of UK consumers and 45% of US consumers are willing to pay a premium for products packaged in blue

Green - Beacon of Health and Sustainability:

Green symbolises health, freshness, naturalness, and eco-friendliness in the world of plant-based meat

UK consumers link green to healthiness (75%), eco-friendliness (78%), and safety (75%)

In the US, respondents associate green with naturalness (68%), eco-friendliness (68%), and safety (72%)

The report establishes that colour significantly influences consumer decision-making, as 65% of participants indicated that their purchasing choices are influenced by colour. The findings further revealed a greater openness among consumers to try plant proteins, provided that the packaging aligns with the desired aesthetic.

Ajsa Spahic, researcher and author of the ProVeg report, said: “Flexitarians and omnivores actually showed a greater inclination to try plant-based products when presented in red packaging. Consumers subconsciously associate red with tastiness, so by choosing red packaging you are more likely to attract people who don’t immediately gravitate towards products dominated by the colour green.”

 She went on to say: “Green is the predominant colour in many plant-based products. Although it goes against current trends, the data indicates that it should only be used in moderation. Green should only be incorporated when your primary objective is to underscore the emphasis on sustainability and health benefits."

“Utilise shades of blue to indicate budget-friendly or premium products. With its calming effect, blue can effectively communicate both cost-effectiveness and a readiness to invest in quality."

Marketers in the food industry can employ these insights to strategically design packaging and branding that resonates with consumers’ colour preferences. By doing so, they can effectively increase their sales and encourage the consumption of plant-based meat. 

“First impressions matter. Something as simple as changing the colour of the packaging has the power to attract consumers and make people of all dietary backgrounds more inclined to try meat alternatives,” Ajsa went on to say.

Read the full report here: ”The Power of Colour: Nudging Consumers Toward Plant-Based Meat Consumption” https://proveg.org/report/the-power-of-colour-nudging-consumers-toward-plant-based-meat-consumption

This is the last post in the That's Food and Drink Veganuary feature, though we intend to carry news on vegan-friendly food and drinks throughout the rest of the year.

Britain embracing veg and flexitarianism despite ditching New Year health kicks, reveals Tesco

Over half of people surveyed by Tesco (54%) admitted they usually last two weeks or less with a strict healthy eating resolution. 

However, the research indicates that we Brits don’t need hard rules to stay healthy, as we are in fact a nation of veg lovers, with nearly half (46%) of us eating more vegetables than we did five years ago. 

47% have deliberately chosen to introduce more vegetables to their plates, citing trying to be healthier (82%), saving money (22%) and reducing their impact on the environment (25%) as the main reasons for increasing their intake. Nearly one quarter (24%) are eating more plant-based foods, too.

Increase in sales of versatile veggies

Tesco sales data shows an increase in public appetite for versatile salad veggies such as avocado which has seen a 46% increase in popularity since 2021 and cucumber which has seen an increase of 41%. 

Sales of products such as asparagus, baby corn and leeks have all increased, as have pulse products including tinned chickpeas and lentils, which have soared in popularity since 2021, by 21% and 9% respectively.

Attitudes to veg’s place in a weekly menu has changed dramatically. 45% of people are eating less meat than they did five years ago, with 62% saying they eat no meat at all on two days or more in an average week, showing Britain is embracing a more ‘flexitarian’ way of eating, despite 38% admitting to having never heard the term before.

60% of households eating three or more vegetables with a roast dinner

Nearly three quarters (73%) say that they now eat more greens, with 68% eating more root veg such as carrots and sweet potato, and 62% eating more salad veg such as lettuce and peppers. Even the roast dinner has changed with almost half (48%) saying their roast dinner involves more veg now and 60% saying they serve three or more different types of vegetables with their Sunday roast, or the equivalent family meal. 

A spokesperson for Tesco said: "Tesco is committed to making healthier diets more accessible and we commissioned the research to highlight that we don’t have to make major changes, or set drastic resolutions to live a little better. 

"61% of the UK admitted that when they make a small change to their diet – such as committing to a ‘meat free day’ or adding one or more extra portions of fruit or veg to their plate – they’re more likely to stick to it, rather than a major change such as becoming vegan."

Fruit and veg more accessible through Clubcard Prices and Aldi Price Match

To help customers, Tesco has ‘Better Basket’ zones in stores to signpost better choices at affordable prices, helping shoppers fill their trolley or basket with better choices every time they shop, without it costing them more. 

Tesco also makes fruit and veg more accessible by lowering prices across a selection of fresh produce via Clubcard Prices and the Aldi Price Match scheme. 

Two thirds of products included in Aldi Price Match are healthy, and that’s on top of Fresh 5 giving customers reduced prices on five lines of fresh produce every two weeks. 

Neel Shah, Development Chef at Tesco, said: “Adding veg or pulses to your meals is an affordable way to make them healthier and tastier. Veg is so versatile, whilst pulses such as lentils are an easy and delicious way to pack in nutrients like fibre and protein. Look for the Better Baskets sign in store which make it easy to spot foods containing one of your five a day or are higher in fibre."

Her went on to say: "We’re all looking to eat better, especially in January, when we tend to think more about our diet, but it doesn’t have to be a major change to make an impact. It can be as easy as adding one more variety of veg to your Sunday roast, using sweet potatoes for your mash rather than white potatoes, or adding in celery, carrots and courgettes to your pasta sauce. 

"Using leftover vegetables and cutting them up into small pieces can be a great way to sneak a variety of veggies into recipes like sauces, curries and stews – great for kids as keeping them small they don’t notice. It’s the little things that can make a big difference.”

Lynn Youthed, a Tesco colleague, said:  “Getting the family to eat more veg and pulses can be tricky, but for me it’s about adding them to meals where there’s already lots of flavour, like pasta bakes or curries. That way it’s really easy, doesn’t cost extra, and I don’t need to spend lots of time in the kitchen either. I’ve always got tinned and frozen veg in the house to add to these meals.” 

www.tesco.com