According to , more than 6 in 10 (65%) consumers say color influences their purchasing decisions. New report from ProVeg Internationalindicating that color may be an important tool in the marketing of plant-based meat products.
The report is based on a survey of 1,200 participants in the United States and United Kingdom. The majority of U.S. survey respondents (61%) identified as omnivores, with only 4% claiming to be vegetarian and only 2% identifying as vegan. Almost half (47%) of U.S. respondents said they consume animal meat daily, compared to 0% who said the same about plant-based meat products.
To find out whether color could steer these consumers toward plant-based meat, survey participants were presented with vegetarian and vegan products packaged in a variety of warm and cool color tones. it was done.
- consumers are connected blue It has both quality and affordability. He says 45% of U.S. consumers associate the color blue with budget-friendly products, and the same percentage say they are willing to pay a premium for products with blue packaging. Blue is also the most preferred color, with 37% of US respondents saying they identify with blue more than any other color.
- US-related survey participants green Naturalness (68%), Environmental friendliness (68%), Safety (72%). Green is also the color most associated with plant-based meat, with 62% of respondents saying it is the first color that comes to mind when thinking of plant-based products.
- red is considered the “tastiest” color, with 54% of U.S. consumers associating this color with the superior taste of plant-based meats.
The report also found that only 47% of respondents in the US think plant-based options should be well promoted, compared to 57% of those surveyed in the UK. also points out. This suggests that plant-based marketing strategies in the United States could benefit from a focus on accessibility and accessibility. Convenience.
Want to learn more about how consumers view plant-based products? Download the full report.
