Product adaptation to enhance the market of areca nut (Areca catechu)

Abstract

Areca nut is a widely utilized plant throughout the world.Although it has been widely used as a raw material for functional foods, beverages, and various cosmetic and medicinal products, the areca nut is still commonly used for chewing in many nations, including Indonesia, particularly East Nusa Tenggara (ENT).The tradition of chewing areca nut has been an integral part of people's daily lives for a very long time.It could be classified as an immaterial cultural resource.Nowadays, chewing culture began to decline in some regions, including ENT.Regardless of the impact on health, the product must be rebranded and adapted to be a more modern one to preserve cultural values.This study aims to identify how the areca nut can be adapted into other products to enhance the market.Product attributes were identified using the Kano Method.The final product is then evaluated using the organoleptic method, willingness to accept, and willingness to buy.The participants were grouped into two, i.e., loyal consumers (Group I) and non-loyal consumers (Group II).The two groups show different attributes toward the expected future product.Two product models are offered, Product I, the original package in one package, and Product II, Areca nut Hard Candy.The evaluation of the product shows that although Group I prefers Product I, they are still willing to accept and buy Product II in order to maintain some cultural values.Enterprises need to be introduced to hard candy technology and promotions through social media.

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