This summer drink circle is full of blue and small fresh

Someone once did an experiment, when faced with cold-colored food, especially blue, diners usually lose their appetite

color association scene

Or become an important factor to consider when purchasing beverages

Why is the beverage circle occupied by blue this summer? Some analysts believe that there are three main reasons:

Color is attention, bringing diverse feelings.

Blue has always been a controversial color.

Seasonally limited to improve consumer experience In fact, brands will launch seasonal flagship colors every once in a while to create Internet celebrity products

With the arrival of summer, blue has begun to be used by brands and has become a new trend in beverages

From "green in spring" to "blue in summer", this change in color preferences may be related to the consumption experience, and consumers will have changes in interests associated with the scene when consuming

High value, bring value to social media Open the menu of HEYTEA, you can see that the fruit tea family series covers succulent grapes, zhizhi peach, zhizhi berry, zhizhi mango and other drinks, it can be said that it has contracted a lot colors

Color changes consumer psychology

"Eat with your eyes" draws attention

So, how is the food industry changing consumer psychology?

According to the Mintel Global New Products Database (GNPD), yellow and orange are the most popular color groups for new food and beverage launches globally over the past five years, while green, blue and purple are relatively niche food colors

Classic Blue is the Pantone Color of the Year for 2020, offering peace and reassurance in what is proving to be the most uncertain and volatile of times

The prevalent emotional issues and desire for novel experiences among Chinese consumers have put blue in the spotlight

Color plays an important role in the purchase of specific foods by consumers

It also reflects a trend where consumers not only invest in improving their appearance, but also consider the appearance of a product as an important factor in purchasing decisions

　　"We believe that blue will be a starting point.

　　Therefore, using natural colors to color food, rather than artificial colors, will be more in line with consumers' clean label expectations, while meeting their "eyes to eat" needs

　　Also, eating "colorful food" brings more than just social media attention

　　Yu Jian, general manager of Kantar Worldpanel Greater China, predicts that natural blue or colors derived from natural ingredients based on the premise of safety, health and sustainable development will be increasingly used in the food and beverage industry

　　(Comprehensive arrangement by Luo Chen)

"China Food News" (August 30, 2021 Edition 07)

(Editor in charge: Luo Chen)