Food Engineering logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Food Engineering logo
  • NEWS
    • Latest Headlines
    • Manufacturing News
    • People & Industry News
    • Plant Openings
    • Recalls
    • Regulatory Watch
    • Supplier News
  • PRODUCTS
    • New Plant Products
    • New Retail Products
  • TOPICS
    • Alternative Protein
    • Automation
    • Cannabis
    • Cleaning | Sanitation
    • Fabulous Food Plants
    • Food Safety
    • Maintenance Strategies
    • OEE
    • Packaging
    • Sustainability
    • More
  • EXCLUSIVES
    • Plant Construction Survey
    • Plant of the Year
    • Sustainable Plant of the Year
    • State of Food Manufacturing
    • Top 100 Food & Beverage Companies
  • MEDIA
    • Podcasts
    • Videos
    • Webinars
    • White Papers
  • FOOD MASTER
  • EVENTS
    • Food Automation & Manufacturing Symposium and Expo
    • Industry Events
  • RESOURCES
    • eNewsletter
    • Custom Content & Marketing Services
    • FE Store
    • Government Links
    • Industry Associations
    • Market Research
    • Classified Ads
  • EMAGAZINE
    • eMagazine
    • Archive Issue
    • Advertise
  • SIGN UP!
PackagingLatest headlinesPeople & Industry News

Market Research

New ProVeg International Report Released

New report reveals insights into the impact of color

Photo by Daniele Levis Pelusi on Unsplash

February 1, 2024

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

While previous studies have explored the influence of colors on consumer behavior, there has been a scarcity of research specifically addressing the impact of packaging colors on perceptions of plant-based products until now, according to ProVeg International. Understanding this relationship is crucial, 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 the U.S. and the UK. 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 colors employed in the packaging.

Key Takeaways:

  • Red - The Flavor Enhancer 
    • Red is perceived as the tastiest color for packaging
    • 56% of UK consumers and 54% of U.S. consumers associate the color red with superior taste in plant-based meat
  • Blue - Price-Performance Connection: 
    • Blue is the most universally favored color among consumers, signaling both affordability and quality
    • 48% of UK consumers and 45% of U.S. consumers associate the color blue with budget-friendly products
    • 37% of UK consumers and 45% of U.S. consumers are willing to pay a premium for products packaged in blue
  • Green - Beacon of Health and Sustainability: 
    • Green symbolizes 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 U.S. , respondents associate green with naturalness (68%), eco-friendliness (68%) and safety (72%)

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

“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 color green,” says Ajsa Spahic, researcher and author of the ProVeg report.

“Green is the predominant color 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,” Ajsa says.

According to ProVeg International, marketers in the food industry can employ these insights to design packaging and branding that resonates with consumers’ color preferences. By doing so, they can increase their sales and encourage the consumption of plant-based meat. 

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

KEYWORDS: health and wellness market research plant-based

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Global Organic Food & Beverage Market to Grow

    Global Organic Food & Beverage Market to Grow

    With a CAGR of 12.07%, Bonafide Research estimates this...
    People & Industry News
  • skilled MEP worker

    Predicting Food and Beverage Manufacturing Trends for 2024

    The two words that should be kept in mind are labor and...
    Automation
    By: Derrick Teal
  • cleaning and sanitation

    The basics of cleaning and sanitation in food plants

    Sanitation maintains or restores a state of cleanliness...
    Food Safety
    By: Richard F. Stier
Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Customer Service

More Videos

Popular Stories

FMTE Formed by Four Food Manufacturing Companies

Coalition Unites Europe’s Food Manufacturing Technologies and Equipment Sector

mechanical and chemical recycling

Clean Label Packaging Expands to Include Sustainability Considerations

Bottling machine

How Sensing Technologies Can Help Avoid Food and Water Waste

CHECK OUT OUR NEW ESSENTIAL TOPICS

Alternative ProteinAutomationCleaning/SanitationFabulous Food Plants

Food SafetyMaintenance StrategiesOEE

PackagingSustainability

Events

June 17, 2025

Refrigerated & Frozen Foods’ State of the Cold Chain

On Demand Kelley Rodriguez, Editor in Chief of Refrigerated & Frozen Foods, will be joined in this 60-minute webinar by industry experts to help unpack the latest research.

July 10, 2025

Smarter Innovation With Practical AI: How to Stay Agile in Uncertain Times

Regulatory updates, supply chain shifts and evolving consumer demands keep the food and beverage industry in a state of constant change.

View All Submit An Event

Products

Recent Advances in Ready-to-Eat Food Technology

Recent Advances in Ready-to-Eat Food Technology

See More Products

Plant of the Year

Related Articles

  • Patties on a conveyor

    Report on the Food Processing Equipment Market Released

    See More
  • aisle-3105629_1170x658.jpg

    Report on the Global Food Packaging Market to 2027 Released

    See More
  • New Dietary Guidelines released: Eggs and lean meat OK, but watch the added sugar

    New Dietary Guidelines released: Eggs and lean meat OK, but watch the added sugar

    See More

Related Products

See More Products
  • Functionalized_Carbohydrate.gif

    Functionalizing Carbohydrates for Food Applications

  • gin 2.jpg

    Lessons from Gin: Business the Four Pillars Way

  • composites.jpg

    Composites Materials for Food Packaging

See More Products
×

Elevate your expertise in food engineering with unparalleled insights and connections.

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Food Master
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing