Abstract Consumer choices for food products are often based on appearance; one important aspect being product color. We systematically review the literature on consumer preferences for the color of raw beef, pork, poultry, bee honey, cow milk, and chicken eggs to inform future food technology and marketing research; a total of 40 studies were identified. Consumer preferences for pork color vary widely globally and can depend on other demographic factors. A trend toward light and bright beef was observed in six out of eight studies. A pink color was preferred in chicken by consumers in Northern Ireland and Brazil; muscle color uniformity was also related to higher acceptance. Contrarily, a diverse selection of honey colors is preferred; dark golden, yellow, and amber products were liked by consumers across the globe. One study observed a preference for white (over yellowish) milk. Worldwide, white and brown eggshells are preferred nearly equally with considerable differences between continents and regions. Our review highlights the heterogeneity of color preferences for animal products, worldwide; research methods should focus on quantifying colors associated with preferences so that food producers can accurately market their diverse products in regions with corresponding color preferences.
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