Quotes from Vegconomist, February 14, 2024
According to a recent research, consumers who prefer animal products are more likely to try plant-based alternatives that have red-colored packaging.
A new study by ProVeg International, called “The Power of Colour: Nudging Consumers Toward Plant-Based Meat Consumption,” reveals how colours can affect consumer perceptions of flavour and appeal. According to ProVeg, the strategic use of colouring can have the “power to reshape consumer behaviour and prompt a shift toward plant-based meat”.
The study involved 1,200 people, mostly meat-eaters, from the US and the UK. They were asked about their thoughts and feelings when they saw vegetarian and vegan products in different colours of warm and cool shades (green, blue, purple, yellow, orange, or red).
The results show that red was the most common colour linked with deliciousness by all people regardless of their diet, with 56% of UK consumers and 54% of US consumers choosing red as the best colour for plant-based meat.
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