Development of Commercial Instant Chocolate Drink Using Selected Sensory Attribute Based on Consumer Preference

Abstract

Cacao is one of important commodity in Indonesia. Based on statistical data on 2020, export value of cacao beans reaches US$ 1,22 billion. Application of cacao beans is used as raw material for making chocolate drink. Some industries in Indonesia are developing instant commercial chocolate drink. Sensory evaluation is a key point for developing new product to meet with consumer criteria. Liking is not enough to evaluate sensory quality of the product. However, consumer satisfaction must be considered in sensory evaluation so that the product will be purchased continuously by customer. This research is the first step in development of instant commercial chocolate drink. Objective of this study are identifying consumer preference about instant chocolate drink product from market, identifying sensory attributes that are able to consumer satisfaction and their combination to improve the reach and consumer frequency. Relationship between sensory appeals and consumer satisfaction was identified by survey method integrated with structural equation model (SEM). Focus group discussion (FGD) method was utilized to identify sensory attributes of commercial instan chocolate drink. Then, Kano method is used to categorize the selected sensory attributes based on consumer satisfaction. Total unduplicated reach and frequency (TURF) method is used then to evaluate selected sensory attributes based on reach and frequency. Sensory attributes appeal affected consumer satisfaction of commercial instant chocolate drink with linear coefficient value 0,7. Better performance of sensory attributes increased consumer satisfaction. Sensory attributes of commercial instant chocolate drink consist of six groups including taste, flavor, aroma, texture, aftertaste and color. Based on Kano categorization, creamy and dark chocolate color were included in attractive category, chocolate attributes (color, aroma, flavor) were include in one-dimensional category, and sweet was included in must-be category. Furthermore, the combination of several selected attributes can be an alternative to maximize the production line. The combination of two variants flavor such as original chocolate flavor and chocolate with almonds flavor can be an alternative to reach 100% of the target market.