Optimising Colour in Plant-Based Meat
Why Does Colour Matter?
Colour has a substantial impact on consumer taste perception, purchase intent, and interest in food and beverage products. It affects how a consumer perceives the food’s flavour by influencing the gustatory qualities of the food.
In our online consumer research in 2020, we asked consumers if they would be interested in purchasing a new plant-based burger cooking of a “raw” visual to a “well done” visual. Consumers were 26% more likely to purchase the product when they saw only the juicy red burgers instead of the cooked brown patties. This was further confirmed when they saw both options side-by-side: 63% preferred the more vibrant option, compared to only 22% preferring the second option and 15% stating no preference.
According to Euromonitor International, sales of global meat alternatives were estimated at 19.5 billion USD in 2018. While plant-based has been a significant trend in recent years, COVID-19 is actually accelerating its growth with more people prioritising health in their daily lives. According to 2020 Mintel data, 33% of Indian consumers pledged to eat fewer animal products as part of their post-COVID food and drink resolution.
74% OF CHINESE CONSUMERS AGREED THAT IT IS HEALTHIER TO CONSUME LESS MEAT DUE TO COVID-19 OUTBREAK
Mintel 2020
Colour in Plant-Based Meat and Dairy Alternatives
Plant-based products have been a major focus for our team as we see increased demand for innovative plant-based food colouring and sensory solutions in this field. Check out some of our previous blogs on the topic:
Watch the Webinar
Our colleagues in the US hosted an introductory webinar on the topic of colour in plant-based meat that should help kickstart the innovation process for your next big product, including colour solutions for burgers, chicken, fish, and other plant-based meat alternatives.
We had some great questions from our live customer audience during this webinar session, so be sure to stick around till the end to hear their answers! Watch the webinar here:
If you’re ready to start formulating the next generation of plant-based meat, schedule a consultation with me or request a sample from our lab!
