Market Potential and Consumer Preferences for Cream Cheese Diversification: A Case Study in East Kalimantan Province
DOI:
https://doi.org/10.556442/eabmij.v6i3.836Keywords:
Market potential, consumer preferences, cream cheese, dairy products diversification.Abstract
This study explores the market potential and consumer preferences for cream cheese diversification in East Kalimantan, Indonesia. With the region experiencing economic growth, urbanization, and shifting dietary patterns, dairy consumption has seen a notable increase, especially in urban centers like Balikpapan and Samarinda. This research aims to analyze consumer preferences and identify opportunities for introducing innovative cream cheese variants. Using a mixed-method approach, surveys and interviews were conducted with 300 respondents from various socio-economic backgrounds. The findings indicate that 65% of respondents prefer healthier, low-fat dairy options, while 60% express interest in new cream cheese flavors, particularly those combining local ingredients. The growing demand for premium and diverse dairy products is driven by rising health awareness, convenience, and the evolving food service industry in urban areas. However, challenges such as supply chain inefficiencies and limited local production remain. Despite these obstacles, improvements in infrastructure and digital platforms present opportunities for expanding market access. This study concludes that there is significant potential for cream cheese diversification in East Kalimantan, provided producers focus on product innovation, consumer preferences, and distribution strategies to capture this emerging market.
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