Marketing Goat Milk Products
Various goat milk products including fresh milk, milk powder, fermented, frozen, condensed and dehydrated milk, and goat milk skin care products are produced in many countries. The goat cheese segment dominates the global goat milk products market share and is expected to sustain its position over the next few years during the period 2020 -2025 globally. But, there is high variation in nutritional, chemical and rheological compositions between and within goat products due to the multiplicity of manufacturing, localities, management, procedures and animals factors.
Key factors in successful marketing of goats milk products are :
- Growing Demand For Goat Cheese
- High Prevalence Of Lactose Intolerant Population
- Growing Number of Health-Conscious Consumers
- Growing Demand from Emerging Economies
- Internet Largely Shaping End-user Purchasing Behaviour
- Higher Nutritional Benefits Over Other Milk Varieties
- Increasing Demand For Goat Milk Infant Formula
According to research, the global goat milk products market has witness significant growth and demand during this period and is expected to grow over the next few years. North America is the second-largest goat milk products market with the US leading market in the region. The increasing number of lactose-intolerant people is fueling the demand in this region. The growing awareness via increased campaigns, advertisements, and digital marketing have also boost the sale of goat milk products. And the increased usage of nutrient-rich goat milk powder in infant formulas and the growing number of the lactose-intolerant population also contribute to the market further.
Goat cheese is the important revenue contributors to the global goat milk products market and expected over the next few years. Chevre or fresh goat cheese is particularly preferred by consumers globally, and it contributed approximately 38% to the global revenue in 2019. And the presence of several health benefits, including high protein, low fat, and cholesterol content, easy digestibility, and increased availability is primarily driving the goat cheese segment.
Goat milk has high protein content and is easily digestible compared to cow and breast milk, with the majority of the consumption being concentrated in China. The rising product availability, packaging, and promotion are further driving the growth. The high prevalence of lactose intolerance, especially among Asian consumers, is also driving the demand in the APAC region.
Marketing and distribution strategies are immensely influencing global consumption patterns. In terms of distribution channels, goat milk products are distributed via online and offline channels. While offline channels account for the majority revenue shares, specialty stores and online channels have witness the fastest growth during this period, and is expected over the next few years. Supermarkets and hypermarkets, convenience stores are the major offline distribution channels. Hence do not underestimate any one of the channels.
Online channels mainly include company websites and third-party e-vendors. The development of digital marketing, e-commerce platforms, internet penetration, and mass data management has paved the way for the growth of the online segment. In emerging economies, the e-commerce sector is playing a significant role in product penetration. The increasing internet penetration has contributed to the rising buying awareness and has majorly benefit commercial buyers as they have plenty of options to consider, such as cost, product features, brand reputation, and post-sale services.
Conclusion – It is imperative to implement all of the above-mentioned marketing strategies and distribution channels, and keep consumers and buyers constantly updated on the products to sustain incremental sales.
