An Analysis on the Market Potential of Cacao Charcoal Briquettes in Los Baños, Laguna, Philippines

Due to increasing cacao production in the Philippines, agricultural waste from chocolate production also increased. With this, the CocoaPhil Foundation developed cacao husks into new products, namely charcoal briquettes, to fully utilize cacao waste and provide an alternative to wood charcoal. The study aimed to analyze the market potential of cacao charcoal briquettes in Los Banos, Laguna. Specifically, it aimed to assess the potential demand and devise strategies for commercialization. A survey was conducted among 19 large-scale vendors, 41 small-scale vendors, and 50 household consumers. Focus group discussions, usage, an attitude and image study, price point analysis and product attribute ranking were used to assess the data. Results showed that there was a very low awareness level among all segments. Household consumers exhibited a higher level of willingness to purchase and use the product compared to the other two segments. The study revealed that the major factors affecting consumers’ decision were price and availability of the product. After evaluating the market potential of the product in Los Banos Laguna, it was concluded that there was potential for cacao charcoal briquettes, but to fully commercialize the product, positioning should be changed to better fit the market.