Davao City — Generation Z college students in Davao City, Philippines, show a strong preference for milk chocolate bars with a crunchy texture and paper-based packaging. The finding comes from a study by Jan Rochelle M. Francisquete, Jann Krystel P. Jumao-As, Charmaine Joyce F. Nicor, Pauline Zoi B. Rabago, Kate Dianne C. Serafica, and Emmanuel Joseph B. Sumatra of Ateneo de Davao University. The research examined Gen Z students’ preferences for different chocolate product attributes and provides practical insights that local chocolatiers can use to develop products better aligned with the tastes of younger consumers.
The study found that type of chocolate and product format were equally the most influential attributes, each accounting for 27.1 percent of relative importance. Texture followed at 23.3 percent, while outer packaging material accounted for 22.5 percent. When the different attributes were combined, the most preferred product was a milk chocolate bar with a crunchy texture and paper-based packaging.
The findings are particularly relevant to Davao’s chocolate industry because the region has a strategic position in the Philippines’ cacao production. Davao is one of the country’s major cacao-producing areas, while Davao City has been designated the Chocolate Capital of the Philippines under Republic Act No. 11547 in 2021. Despite this potential, local chocolate products continue to compete with international brands that have a stronger presence in the market.
The global chocolate market is also expanding. The study notes that the worldwide chocolate market was valued at approximately USD 130.72 billion in 2024. At the same time, consumers are increasingly seeking products associated with quality and premium experiences. For local chocolatiers, this creates an opportunity to develop products that not only use locally produced cacao but also meet the characteristics expected by modern consumers.
Generation Z represents an increasingly important consumer segment in this market. Young consumers tend to consider enjoyment, uniqueness, and sensory experiences when making food choices. In chocolate consumption, purchasing decisions can therefore be influenced not only by flavor but also by product shape, texture, appearance, and packaging material.
The researchers used conjoint analysis with the 1000minds software and the PAPRIKA method. The approach allowed respondents to compare different product alternatives and select the characteristics they preferred. Four major attributes were examined: chocolate type, product format, texture, and outer packaging material. These attributes produced 81 possible product profiles and 54 possible pairwise trade-off comparisons.
The study focused on Gen Z college students aged 18–28 enrolled in higher education institutions in District 1 of Davao City. After data screening, 389 respondents were verified for the analysis. Data collection took place over 24 weekdays from August 26 to September 26, 2025. Respondents were approached around higher education institutions and completed digital comparisons of different chocolate product configurations.
Younger Gen Z respondents dominated the sample. Twenty-year-olds represented the largest single age group at 20.6 percent, followed by 18- and 19-year-olds at 20.1 percent each. Female respondents accounted for 56 percent, male respondents 43.4 percent, and intersex respondents 0.5 percent. Chocolate consumption was also a regular part of respondents’ weekly routines. Some 30.1 percent consumed chocolate two to three times a week, while 29.6 percent consumed it once a week.
One of the study’s most notable findings was the gap between willingness to consider local chocolate and actual brand preference. As many as 90.8 percent of respondents expressed willingness to consider local products, yet 67.6 percent still preferred international brands. Local brands accounted for only 32.4 percent of stated brand preference. Awareness of local brands was also limited. Cacao de Davao recorded 30.8 percent awareness and Malagos Chocolates 30.3 percent, while 30.6 percent of respondents were completely unfamiliar with local chocolate brands.
The conjoint analysis showed that chocolate type and product format were tied as the most important attributes at 27.1 percent each. For chocolate type, milk chocolate achieved the highest utility, while white chocolate received a zero utility score in the model. For product format, the traditional chocolate bar was the strongest preference, outperforming bite-sized products and unconventional shapes.
Texture was another major factor, with a relative importance weight of 23.3 percent. Respondents strongly preferred crunchy chocolate, followed by products with a chewy or filled center. Plain texture recorded the lowest utility. The finding highlights the importance of sensory experience when younger consumers evaluate chocolate products.
For packaging, paper-based material ranked highest with a relative importance weight of 22.5 percent. Metal-based packaging followed, while plastic-based packaging received a zero utility score. The result suggests that sustainability-related considerations can form part of Gen Z’s product evaluation when choosing food products.
When all four attributes were combined, the 1000minds simulation produced a highly dominant product configuration. A crunchy milk chocolate bar in paper-based packaging achieved a 100 percent first-choice market preference in the simulation. This represented the ideal configuration among the chocolate profiles tested in the study.
The researchers also examined what would happen if the ideal product were unavailable. Under that scenario, a crunchy dark chocolate bar with paper-based packaging became the leading alternative, receiving a 39.7 percent second-choice share. A milk chocolate bar with a chewy center and paper packaging followed with 31.3 percent, while a crunchy milk chocolate in a bite-sized format with paper packaging received 17.9 percent.
The study found a high level of agreement among respondents. Kendall’s W reached 0.784, while Spearman’s ρ reached 0.781. These results indicate strong consistency in the preference patterns identified across the sample.
According to the findings, local chocolatiers cannot rely solely on high-quality cacao or premium ingredients. Product format also matters. Familiar chocolate bars were preferred over unconventional shapes. The researchers suggest that the simpler format may better meet the practical needs of consumers looking for convenient snacks.
Crunchy texture represents another opportunity for local manufacturers. A crunchy element adds an additional sensory experience to traditional chocolate. Local producers could develop this characteristic through ingredients such as crushed local nuts, puffed rice, or other locally sourced crisp elements.
The packaging results also provide an opportunity for the local industry. Although packaging had the lowest relative importance among the four attributes, respondents still strongly preferred paper-based and metal-based materials over plastic. For manufacturers, environmentally conscious packaging can therefore become part of the product value offered to younger consumers.
The biggest challenge identified by the study is not simply a lack of interest in local chocolate. With 90.8 percent of respondents willing to consider local products, consumer openness is already present. The greater challenge lies in brand awareness and the perceived quality gap between local and international products. The strong preference for international brands indicates that local chocolatiers still need to strengthen consumer trust and improve product visibility.
The researchers recommend that local manufacturers prioritize milk and dark chocolate in standard bar formats while improving product texture. Paper-based packaging can also incorporate elements that help consumers recognize and understand the brand, including information about product origins and QR-based storytelling. Digital marketing through platforms such as TikTok and Instagram can further strengthen brand awareness among younger consumers.
For policymakers and trade organizations, the study also points to the potential value of collective branding initiatives, such as standardized local quality or sustainable-origin seals. Support for small and medium-sized businesses adopting environmentally friendly packaging could also strengthen the competitiveness of local chocolate products.
Overall, the study by Jan Rochelle M. Francisquete and colleagues shows that Gen Z consumers have clear preferences regarding chocolate product characteristics. Milk chocolate, a traditional bar format, crunchy texture, and paper-based packaging formed the strongest combination in the simulation. For Davao’s local chocolate industry, these findings provide a data-driven basis for developing products that better match young consumers’ preferences while strengthening local brands against international competition.
Authors
Jan Rochelle M. Francisquete — Ateneo de Davao University.
Jann Krystel P. Jumao-As — Ateneo de Davao University.
Charmaine Joyce F. Nicor — Ateneo de Davao University.
Pauline Zoi B. Rabago — Ateneo de Davao University.
Kate Dianne C. Serafica — Ateneo de Davao University.
Emmanuel Joseph B. Sumatra — Ateneo de Davao University.
Research Source
Article Title: A Conjoint Analysis of Preferred Chocolate Product Attributes for Local Chocolatiers Among Gen Z College Students in the First District of Davao City
Journal: International Journal of Scientific Multidisciplinary Research (IJSMR), Vol. 4 No. 8, 2026, pp. 1841–1852.
DOI: https://doi.org/10.55927/ijsmr.v4i8.72
Journal Link: https://journalijsmr.my.id/index.php/ijsmr
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