Consumer Preferences Regarding Goat Meat In Florida
The objective of this research was to identify factors that influence goat meat consumption among both Hispanic and non-Hispanic consumers. The results showed that respondents from households with 5 or more people were most likely to try goat meat, and as household size decreased the willingness to try tended to decline. The results also suggested individuals who had previously consumed lamb were more inclined to try goat meat.
The objective of this research was to identify factors that influence consumption of goat meat in Florida, as the population in this area is a primary consumer base for goat meat in the United States.
Goat meat is comparable to chicken with respect to fat and calories, though similar to beef in iron content. However, consumer awareness of the nutritional value of goat meat is low, perhaps deterring greater consumption of goat meat.
Shoppers indicated that price specials were important to meat purchases and might increase their likelihood of trying goat meat, although goat meat is generally more expensive than traditional meat.
Perceptions of goat meat influenced consumer willingness to sample it; as respondent views of the meat became more positive, the likelihood of trying it increased by at least 30%.
Frequency of chicken and fish consumption were also found to effect willingness to try goat meat, but those who had previously consumed lamb were most willing to try goat meat.
Ethnicity/race were found to be insignificant with respect to the likelihood to try goat meat. Larger households (5+ people), those age 55-64, and Hispanics age 18-24 were two groups most likely to try goat meat.
Overall, this research found that 44% of these respondents would be willing to try goat meat if it were available in supermarkets.