June 15, 2015

The Department of Agriculture Philippine Rural Development Project (DA-PRDP) Bicol in partnership with the Central Bicol State University of Agriculture conducted a product testing and market survey of the coco water at the Challenge CamSur triathlon event in Pili, Camarines Sur on June 14, 2015.

According to CBSUA project leader Julieta M. Casaul, this is to evaluate the perception and feedback of the general consumers about the characteristics and market acceptability of coco water as part of their market and profitability study on coco water.

A booth was installed by the DA Agribusiness and Marketing Assistance Division at the Camsur Watersports Complex (CWC) in Pili, Camarines Sur for the product testing and market survey. About 150 respondents, majority of whom were athletes were interviewed and surveyed using market research tools including the Usage, Attitude and Image (UAI) study, product prototype test and price sensitivity analysis.

Consumers’ feedback about coco water’s attributes such as taste, appearance, size and health benefits were solicited to determine their product preference. In addition, price and potential demand and brand preference test were surveyed.

A recent nutrient analysis conducted by the Department of Science and Technology (DOST) Regional Office V shows that coco water is rich in electrolytes like potassium and sodium that enable body cells to generate energy, keep the body hydrated, and restore its balance. Intake of electrolytes is recommended to prepare for rigorous activities like running or hiking to prevent muscle cramps, step up performance, and boost endurance.

“Isang market ng coco water ang athletes and the Challenge CamSur is an opportune time to get their feedback about the product,” CBSUA Project Leader Hanilyn A. Hidalgo said.

CBSUA deployed two research assistants (RAs) and three enumerators for the market testing while two RAs were assigned to conduct the sensory test at the Challenge CamSur. CBSUA research assistant Christian Aquino noted the positive response of the consumers about the coco water. “Refreshing and natural daw ang coco water and willing silang tangkilikin ang product,” he said.

“It tastes good. It tastes sweet. If I need energy, I’ll prefer this,” Challenge CamSur 45-49 Category top finisher Hayley Goldberg said when she took the product test.

Meanwhile, Challenge CamSur Male South East Asian Elite champion Augusto Benedicto said that the coco water is better than other energy drinks.

Challenge CamSur Event Director Anna Stroh said that coco water tastes like fresh buko juice unlike other commercial coco water in the supermarket.

The top three winners of the Coco Water Brand Name and Logo Design Contest namely Be Cool, Coco Lite, and Coco Vitalé were also subjected to name testing. Similar test will be conducted to consumer-respondents at the Municipal Agriculturists/Municipal Agricultural Officers’ Meeting Re: CY 2015 Rice Program Implementation Updates on June 18, 2015 at Villa Cacerers Hotel in Naga City as well as in Central Bicol State University of Agriculture (CBSUA), and Ateneo De Naga University to identify the 1^st prize winner.

About 475 triathletes participated in the Challenge CamSur triathlon event which consists of a 1.9-kilometer swim, 90-kilometer bike, and 21-kilometer run race course.

The coco water product testing/market survey is part of the CBSUA’s comprehensive feasibility study on coco water in line with the Pilot Testing of the Village Level Coconut Water Processing System. (Annielyn L. Baleza, I-SUPPORT InfoACE Unit, DA-RAFIS 5)

CBSUA Project Leader Julieta M. Casaul administers the product test/market survey questions to Challenge Cam Sur 45-49 Category top finisher Hayley Goldberg. 

The top three winners of the Coco Water Brand Name and Logo Design Contest were subjected to name testing at the Coco Water Product Testing/Market Survey at the Challenge CamSur triathlon event on June 14, 2015.