By Maile Matsimela
Researchers have uncovered valuable insights into what drives consumer preferences for goat meat.
A comprehensive study conducted by B. Hamad, L. Hadef, M. Bellabidi and H. Aggad in 2023 has revealed fascinating patterns in consumer behaviour that could reshape marketing strategies for goat meat producers across the continent.
The research team conducted the study in the arid regions of Algeria, where goat farming represents a significant portion of the livestock sector.
The research team, affiliated with the Department of Agronomy at the University of El Oued and the Laboratory of Hygiene and Animal Pathology at the University of Tiaret in Algeria, surveyed 240 participants from the El Oued region who had previously consumed goat meat. Their findings paint a detailed picture of the factors influencing consumer choices.
Age of the animal emerged as a crucial factor, with an overwhelming 83% of participants expressing a preference for meat from animals younger than one year old. This preference for younger animals is likely linked to meat tenderness, which was highly valued among respondents. Gender-based preferences were also notable, with male participants strongly favouring meat from male goats (81.3%), while female participants showed a slight preference for meat from female goats (49.1%).
The study revealed a strong preference (91.2%) for the local Arbia breed over the Makatia breed, suggesting that regional breeds hold significant cultural value. Interestingly, anatomical preferences differed between genders – women more frequently chose thigh meat (55.7%), while men preferred shoulder cuts (49.3%).
Beyond these basic preferences, the researchers identified several key factors influencing consumption patterns. Nutritional value and health benefits topped the list, followed by concerns about animal welfare, preparation time and storage considerations. Cultural habits, price and meat origin also played significant roles in shaping consumer choices, though lifestyle factors had minimal impact.
“Consumers increasingly value not just the taste but also the story behind their food,” noted the research team in their published findings. “Knowledge about how animals are raised, their breed and the nutritional benefits of goat meat significantly influences purchasing decisions.”
The study offers valuable recommendations for producers and marketers. Firstly, promotional campaigns should emphasise the health and nutritional benefits of goat meat, particularly its high protein content and lower levels of fat and cholesterol compared to other red meats. Secondly, marketing strategies should be tailored to highlight attributes such as tenderness, freshness and sensory qualities that consumers value.
Educational campaigns could also play a crucial role in increasing consumer awareness and acceptance of goat meat. The researchers suggest utilising social media platforms for consumer engagement and information dissemination about the nutritional and health benefits of this meat type.
For producers, the findings underscore the importance of ethical and sustainable farming methods in creating consumer trust. There’s also a strong case for focusing on local breeds like Arbia, which consumers perceive as offering superior quality.
From a policy perspective, the researchers recommend developing programmes to support small-scale farmers and preserve local goat breeds. Production systems should be managed with consumer preferences in mind, particularly concerning health aspects, environmental sustainability and meat quality.
As demand for diverse protein sources grows globally, this research provides timely insights for the goat meat industry. By understanding and responding to consumer preferences, producers can position goat meat as a desirable option in increasingly conscious food markets. The findings from Hamad, Hadef, Bellabidi and Aggad not only contribute to our understanding of consumer behaviour but also offer practical guidance for sustaining and growing this important agricultural sector.
