Acceptance of Malaysian cocoa among the U.S. chocolate manufacturers

Keeney P. G ., . (1983) Acceptance of Malaysian cocoa among the U.S. chocolate manufacturers. [Proceedings Paper]

Per capita consumption of confectionery chocolate in the United States was below that in Europe. Nevertheless with over 40 of the western world's purchasing power the United States was a huge and growing market. Chocolate confectionery is dominated by bar goods having chocolate coating a larger mass of other material. Most coatings were milk chocolate which further diluted to 10-15 the contribution of chocolate liquor and cocoa butter to product weight. Although present in relatively small amounts these ingredients are indispensible to flavor and texture attributes perceived by consumers. The top selling bars had been around a long time most for decades. Companies were fearful of adverse consumer reaction to the slightest alteration caused by changes in formulation of ingredients. They wanted them to remain exactly the same as always. Tampering was resisted unless it becomes absolutely necessary because of unavoidable economic or supply problems. Confectionery chocolate would always be the primary market for cocoa beans; however producer groups should not neglect the needs of other segments of the food industry. Tonnage could be surprisingly large; it would take more than Malaysia's entire production to supply the cocoa needs of the US ice cream industry. We were in an era of marketing research in which consumer desires were the primary consideration in developing new products. It's increasingly complexed and sophisticated society and both producer and manufacturer must adapt in order to prosper and remain competitive

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Abstract

Per capita consumption of confectionery chocolate in the United States was below that in Europe. Nevertheless with over 40 of the western world's purchasing power the United States was a huge and growing market. Chocolate confectionery is dominated by bar goods having chocolate coating a larger mass of other material. Most coatings were milk chocolate which further diluted to 10-15 the contribution of chocolate liquor and cocoa butter to product weight. Although present in relatively small amounts these ingredients are indispensible to flavor and texture attributes perceived by consumers. The top selling bars had been around a long time most for decades. Companies were fearful of adverse consumer reaction to the slightest alteration caused by changes in formulation of ingredients. They wanted them to remain exactly the same as always. Tampering was resisted unless it becomes absolutely necessary because of unavoidable economic or supply problems. Confectionery chocolate would always be the primary market for cocoa beans; however producer groups should not neglect the needs of other segments of the food industry. Tonnage could be surprisingly large; it would take more than Malaysia's entire production to supply the cocoa needs of the US ice cream industry. We were in an era of marketing research in which consumer desires were the primary consideration in developing new products. It's increasingly complexed and sophisticated society and both producer and manufacturer must adapt in order to prosper and remain competitive

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Item Type:	Proceedings Paper
Additional Information:	Summary En
AGROVOC Term:	CACAO
AGROVOC Term:	CHOCOLATE
AGROVOC Term:	ESTADOS UNIDOS DE AMERICA
AGROVOC Term:	MALASIA/ MERCADOS
Geographical Term:	MALAYSIA
Depositing User:	Ms. Norfaezah Khomsan
Last Modified:	24 Apr 2025 05:25
URI:	http://webagris.upm.edu.my/id/eprint/14446

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