A recent university consumer behavior and market research study shows that younger generations are more likely to purchase goat.
Consumer research findings
The University of Florida research found that Millennials (born 1977-1995) and Gen Z (born 1996-2015) are more willing to purchase lamb and goat meat. This consumer group is more adventurous, has tasted goat and lamb before and likes the meat, or the meat has a cultural significance for them.
The research showed that older generations, including Baby Boomers (born 1946-1964) and the Silent generations (born 1935-1942) are less likely to purchase goat and lamb.
Market trends in action
This research is reflective of what we’re seeing with buying trends and behaviors for goat meat with our customers of our farm, Cylon Rolling Acres.
While the findings are not representative of all of our farm customers, we’ve also recognized that goat meat has been a part of many of our customers’ family traditions growing up and/or they’ve traveled internationally for fun, work, or the military. They’ve eaten goat, enjoy it and want to continue to have it as a part of their animal protein options more frequently.
Marketing strategies for goat farms
Goat farmers and ranchers who are selling their meat direct to consumers can apply these research findings to their own marketing efforts. This includes:
- Focusing marketing to generations Millenials and Gen Z
- Providing samples when appropriate
- Offering recipes featuring a variety of cultural cuisines and flavors
About the research study
More about the research study: It was conducted by the University of Florida Institute of Food and Agricultural Sciences. The survey was an online market research study of a representative sample of Florida’s population who were asked questions about their lifestyle and personality, and about purchasing decisions related to lamb and goat meat. To learn more about the study here.
*Generational beginning and ending years may vary by individual and the factors impacting how and the environment where they grew up. The ranges are a general guidance.
More goat marketing resources
For more, visit my goat marketing resources and information page.
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