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.