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.