Development of a local single-origin dark chocolate based on consumer preferences

Abstract

Chocolate, derived from cocoa, is a widely enjoyed product, with numerous small and medium enterprises in Indonesia processing local single-origin cocoa such as that from Kulon Progo to cater to domestic tastes. This study aims to develop a local single-origin dark chocolate based on consumer preferences for specific attributes and to determine their willingness to pay (WTP). The developed chocolate was then profiled and compared with a commercial dark chocolate. A discrete choice experiment (DCE) was conducted to evaluate consumer preferences for attributes including cocoa content, sugar type, and price (per 50 g), using levels informed by a preliminary survey. The online survey was carried out using Lighthouse Studio 9.12.0, with data analyzed via Hierarchical Bayes (HB). The results revealed that consumers preferred dark chocolate with 80% cocoa content and palm sugar and were willing to pay IDR 48,904.48 for this variant. Based on these preferences, the product was further evaluated for physicochemical properties, including moisture, fat content, hardness, and color. The product is compared to a commercial alternative. Significant differences were observed in adhesiveness, cohesiveness, gumminess, glossiness, and in the L* and a* color values, indicating the need for further development to improve the quality of locally produced dark chocolate