Color and Meat Freshness in Grocery Store Display Cases

Impulse buying accounts for over a third of all meat purchases from self service meat cases according to one study, and this in turn is related to the visual appeal of the meat. Several studies have found that the most appealing cuts of meat are those that are the leanest, and then those that are the brightest in color, which customers interpret as an indicator of freshness.

One study found that over 40% of interviewees judged the freshness of meat by its color. Various surveys have shown that consumers in Colorado considered the color of the muscle and fat to be the most important indicator of quality, while in Missouri consumers interpreted the color of the lean tissue as an indicator of freshness or age. If the meat does not appear to be fresh, customers will not buy it.