Why Raise Meat Goats? Ultimate Guide to Trends, Target Markets & How YOU Can Profit (2020 Edition)

Are you considering getting into raising meat goats for profit, but are still on the (goat) fence?

You’re in the right place, because Who Buys Goat Meat? we’ve put together THE definitive list of market trends and OPPORTUNITIES for 2019, so you can make an informed decision.

There's a bunch of interesting facts and data in this article, but we also put everything into an infographic for fun. Take a look:

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Here’s what you’ll learn in this guide:

How much demand is there for goat meat (now and in the future)?
Where is the demand for goat meat coming from?
How can you take advantage of this opportunity?
What are other farmers saying?
What should you do now?

Let’s get into it!

Table of Contents

Current Demand for Goat Meat (and Future Projections)

Who Buys Goat Meat? Here Are Your 2 Target Markets

How Farmers Can Take Advantage of the Goat Meat Boom: 5 Action Steps

What Other Farmers are Saying About the Goat Meat Market

7 More Reasons to Get into Meat Goats (Besides Selling the Meat)

What You Should Do Now:

References:

Current Demand for Goat Meat (and Future Projections)

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Did you know that of all the red meat consumed globally, 63% is goat meat?

That means the U.S. has a lot of catching up to do!

Because recent studies suggest that only 17% of U.S. consumers currently purchase goat meat. (But don’t worry, demand is about to ramp up a lot - for three reasons I describe later in this article.)

And check out the data that shows there’s been a huge surge in goat meat demand in the States recently:

In 2014, 43 million pounds of goat meat were imported into the U.S. for a total value of $94.7 million (that grew from just 3 million pounds in 1990 for a total value of $1.9 million)
But look at this: in 2016, Australia alone shipped $138 million worth of goat meat to the U.S.
And in 2017, the value of goat meat shipments from Australia jumped 38 percent to $218 million, with the majority of that shipment going to the U.S.

Australian exports of goat meat (largely to the U.S.) have increased more than 400% in a decade!

Despite this, demand for goat meat exceeds supply from the two largest exporters of goat meat to the U.S., Australia and New Zealand.

And that’s just demand in America. Look at these facts about international consumption of goat meat:

Goats are the main source of animal protein in many North African and Middle Eastern nations. Goats are also important in Southeast Asia, the Caribbean, and other tropical regions
In many countries around the world, goat meat is a dietary staple and a delicacy served in specialty dishes, particularly at celebratory gatherings

In the video below, Steve Byrns from Texas A&M University explains a 6-year study on the meat goat market that found demand for meat goats is increasing while stock is decreasing (which has been pushing up prices):

And in this video, Dr. Frank Craddock (goat specialist with the TAMU Extension Center) discusses the future of the meat goat industry and how demand will be greater than supply for the foreseeable future:

So who exactly is buying all this goat meat – especially in the United States? Let’s take a look…

Who Buys Goat Meat? Here Are Your 2 Target Markets

Latinos are fueling goat meat demand

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According to the National Animal Health Monitoring System (NAHMS), the growing demand for goat meat in the United States is due to:

1. Skyrocketing Ethnic Populations

Specifically, the increase in Hispanic, Middle Eastern, Southeast Asian, and Caribbean populations is driving demand for goat meat in the U.S.

Goat meat is favored by many minorities because it has few, if any, religious restrictions.

As well, goat meat is often served in specialty dishes at ethnic festivals or holiday events. (Click here for a handy calendar of ethnic holidays.)

Alabama A&M University has an excellent fact sheet on the nutritive value of goat meat, and highlights these important points about the Hispanic market for goat meat in the U.S.:

Cabrito, a delicacy in Central and South America, is meat from goat kids slaughtered when 1 to 3 months of age and weighing less than 50 pounds
Chevon is meat from older goat kids slaughtered when 6 to 9 months of age and weighing from 50 to 75 pounds.

These two types of red meat are usually cut in bite-size or larger pieces to be eaten stewed, baked, or grilled. The meat from mature goats is used primarily in processed foods such as sausage or chili.

A survey of “ethnic” consumers in Ontario, Canada showed goat meat consumption varied highly by ethnic group:

Origin	Goat MEAT CONSUMPTION (Kilos/year/person)
Middle Eastern	10.3
African	9.3
South Asian	8.7
Caribbean	7.7
European Southeast Asian	5.8 5.4

Source

The same study found that some African immigrants eat goat meat one or two times daily. The study found that those immigrants have these preferences for goat meat:

They prefer fresh, not frozen goat meat (but normally purchase frozen meat, due to lack of availability)
They prefer grass-fed goat meat
They could tell the difference between grain-fed and grass-fed goat meat by the smell, as well as by the “greasier texture of grain-finished” meat
They noted that frozen New Zealand and Australian goat meat was leaner and totally grass-fed, which they prefer
They said that as long as the price difference between fresh and frozen goat meat was reasonable, they would buy fresh.

Bottom line: these immigrants preferred fresh and grass-fed goat meat.

“The steady increase in Florida and the U.S. of ethnic populations and people from different cultures and religions has drastically increased the demand for goat meat and other goat food products.”

“We are nowhere close to meeting the demand for goats in this country, and that is really saying something. We have a great number of people who are immigrating to the U.S. who are from ethnicities, cultural and religious backgrounds whose primary source of protein is goat meat."

David Nistler, livestock agent for the University of Florida/IFAS Extension Union County office

2. Growing Niche Markets

The three biggest niche markets are consumers who are interested in (a) the health benefits of goat meat, (b) the “eat local” and “eco-friendly” movements, and (c) broadening their culinary experiences.

“In North America, goat meat is able to tap the popularity of meat that’s completely grass-fed and ‘free range,’ and meets many people’s ethical choices.”

Libby Travers, a Sydney-based food writer

Key Points:

Ethnic populations: especially Hispanic, Middle Eastern, Southeast Asian, and Caribbean populations.
Niche markets: including consumers who are interested in (a) the health benefits of goat meat, (b) the “eat local” and “eco-friendly” movements, and (c) broadening their culinary experiences.

How Farmers Can Take Advantage of the Goat Meat Boom: 5 Action Steps

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Choose the Best Meat Goat Breed for Your Farm

We’re obviously biased toward Boer goats (just look at the name of our website!), but you really need to choose the breed of meat goat that’s best for your operation.

We’ve put together some guides that can get you started:

Raising Goats for Profit (2018): Complete Beginner’s Guide to Meat Goats & Dairy Goats
Raising Boer Goats for Profit (2018): The Ultimate Guide

And also check out our breed guides:

Raising Kiko Goats
Raising Spanish Goats
Raising Fainting Goats

Keep in mind that all goats can be harvested for their meat - but some breeds tend to better at muscle production and have other qualities that make them especially well-suited for meat production. Boer and Spanish goats are probably the most popular meat breeds.

Focus on One Target Market

As discussed in the previous section, there are two growing target markets for goat meat in the USA:

Ethnic markets, including Hispanics, and people of Middle Eastern, Southeast Asian, and Caribbean descent.

Keep in mind that the largest market, by far, is Hispanics, which makes that a great group of people to focus on.

Niche markets, including people who are interested in the health benefits of goat meat; people who are part of the “eat local” and “eco-friendly” movements; and people interested in broadening their culinary experiences.

It’s hard to dispute that most people these days are looking to get healthier, so focusing on the “health” aspect of goat meat is a great strategy.

Here’s a great answer from one goat farmer when he was asked “In your opinion, what opportunities do you envision for the goat sector associated with the ethnic market?”:

“Producers need to continue to identify premium markets for their product.

Some cultures go to the scrub meat and that kind of garbage and they’re not going to pay you very well. There are some cultures that for certain festivals and times of the year when goat is a delicacy, so it’s understanding the markets and marketing to those that are willing to put a premium on it.”

And here’s an interesting quote from an article on how goat is the “new lamb”:

James Whetlor, founder of London goat meat supplier Cabrito.

“One of the things that makes goat so appealing, I think, is that it does have so many cultural references. It’s just as at home in a tandoori as it is in a deep south American barbecue, or a braised shoulder or roasted leg.”

Choose the Best Way to Sell Your Goat Meat

According to the NAHMS Goat 2009 Study, the most common ways farmers sold their meat goats:

64.8% Auction/barn sale
19.5%: Direct to consumer
17.5%: Direct to another goat producer
Direct sales to consumers can be more profitable since there may be no transportation costs, middleman, or sales commission

Get More Customers by Using the Right Messages in Your Marketing

In a study called Validating the demand for goat meat in the US meat market, the authors identified what would motivate current goat meat-eaters to eat more goat meat. The study found that:

Consumers who purchase beef and chicken regularly are very likely to purchase more goat meat
Three factors would encourage consumers to purchase more goat meat:

Lower price
Better safety assurances
Labelling that states goat meat has lower fat content than other meats

According to the study’s authors, “Consumers favoring less cholesterol comprise the large portion of seasonal purchasers of goat meat.”

The authors conclude that “…the growth potential” of the goat meat market “is not driven just by the size of ethnic groups or the elderly, but also by consumer preferences for healthy and safer attributes of goat meat.”

In a survey of consumers’ preference for goat meat in the United States, people who have never eaten goat meat were asked why they hadn’t, and what would encourage them to try goat meat.

When asked “Why have you never eaten goat meat?”:

43.2% had never heard of eating goat meat
41.7% did not have goat meat available in their grocery or meat shop
10.2% consider goats as pets not intended for consumption
3.6% had been told by others that it is not tasty
3.6% considered goat meat too expensive compared with other meats

A follow-up question asked under what circumstances that person was likely to try goat meat:

34.8% said that they might try goat meat at a grocery store providing samples of cooked goat meat
34.7% as part of a meal served at a friend’s home
31.4% as an appealing menu item served in an ethnic restaurant

Of people who had eaten goat meat before, but didn’t eat it regularly, the reasons for not eating goat meat regularly:

51.7% said goat meat was not available in my grocery or meat shop
25.7% said they don’t know how to cook goat meat

Of goat meat eaters, the occasions they eat goat meat included:

59.4% said “no special occasion” (they just eat it as part of their regular meals)
30.7% said special occasions or other holidays (15.1% said Easter; 14.1% said Christmas; 5.6% said Ramadan)

A research paper called Should You Market Chevon, Cabrito or Goat Meat? summarizes these findings from a study

In a blind taste test of goat meat and beef with 600 consumers, 42% of participants preferred the taste of goat meat, while only 38% preferred beef.
In the same study, more than 50% of participants associated the term “goat meat” with lower classes, while nearly 50% associated the name “chevon” with high and upper-middle classes.
“We as agriculturists can learn much about marketing from the entertainment industry and packaged goods marketers. Names conjure up images, both good and bad. Good images help sell products, and bad images make it difficult to promote and sell products.

…if you want to build a larger market by appealing to the masses that have never tried this delicacy, your chances of success will be increased by calling it chevon, cabrito, or some other exotic sounding name.

Remember, outside of the brotherhood of current goat meat consumers, “goat” is a four-letter word!”

When marketing your goat meat, make sure to use the language of your target audience. For example, if you’re marketing to Hispanic customers, use “Cabrito” or “Chevon” instead of “goat meat”.

Emphasize the Health Benefits of Goat Meat

No matter which target market you choose, keep in mind that one of the biggest benefits of goat meat is also little-known: goat is the healthiest of all red meats.

Here are some facts that you can use to sell more product:

Goat meat is lower in calories, total fat, saturated fat, and cholesterol than traditional meats
In fact, goat meat is over 50 percent lower in fat than American beef, and is about 40 percent lower in saturated fat than chicken - even chicken cooked with the skin off!
Goat meat has higher levels of iron (3.2 mg) when compared to a similar serving size of beef (2.9 mg), pork (2.7 mg), lamb (1.4 mg), and chicken (1.5 mg).
Goat meat also contains higher potassium content with lower sodium levels

Here's a table put together by Alabama A&M University comparing the nutrients of the major meat groups:

Nutrient	goat	chicken	beef	pork	lamb
Calories	122	162	179	180	175
Fat (g)	2.6	6.3	7.9	8.2	8.1
Saturated Fat (g)	0.76	1.7	3.0	2.9	2.9
Protein (g)	23	25	25	25	24
Cholesterol (mg)	63.8	76	73.1	73.1	78.2

Maybe the biggest health-related selling point for goat meat is weight loss. Here’s why it’s a great sell for weight loss:

Goat meat has less calories compared to other red meats like beef or mutton
Goat meat contains lower fat compared to other meats
Goat meat has lower cholesterol than other meats
Goat meat has a comparable amount of protein as other meat sources.

“Goat meat has been established as a lean meat with favorable nutritional qualities, and it’s an ideal choice for the health-conscious consumer.”

Source: Nutritive Value of Goat Meat

Action Steps from this Section:

Choose the best meat goat breed for your farm. Boers are one of the best breeds for meat, but you need to figure out what’s best for your farm.
Focus on one target market. Choose a market with growing demand (like Hispanics or people looking for a healthy meat alternative), and really get to know that market.
Choose the best way to sell your goat meat. Most meat goat producers sell in auction/barn sales, but you might get a price premium by selling direct to consumers.
Get more customers by using the right messages in your marketing. Have you ever seen an ad and thought “Wow, it’s like they know what I’m thinking!” That’s what happens when you focus on one target market and get to know that market deeply.
Emphasize the health benefits of goat meat. No matter which target market you choose, everyone wants to live healthier.

What Other Farmers are Saying About the Goat Meat Market

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At this point you might be thinking “Enough with the stats – what are real live farmers saying?”

We get emails every day from farmers who are looking to get into Boers, or farmers who’ve been into Boers for a while and want to let us know how they’re doing.

First off, check out this excellent video by Bear of Arms Family Homestead on things you need to know before getting goats:

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And to give you a feel for the success some farmers are having, take a look at these stories:

Susie & Larry Reeves, The Florida Goat Ranch

“When Susie Reeves saw the growing population of people of various cultural backgrounds, ethnicities and religions immigrating to Florida and the U.S., she had a hunch the demand for goat meat would rise.

So 11 years ago, she convinced her husband Larry Reeves they should begin raising goats on their farm in Hawthorne because goat meat is the most consumed meat in the world.

They did some research and took a weeklong class on goats at Florida A&M University in Tallahassee, then started Florida Goat Ranch.

Susie Reeves’ hunch was right. The demand for goat meat has risen.

“The price of goat meat has doubled since we got into the business 11 years ago,” Larry Reeves said. “The boss lady said we should have goats, and we got goats.”

As the demand for goat meat continues to grow, the Reeves are delighted they shifted their interest from cattle to goats.

“I always said I could manhandle a goat better than I could a cow,” Susie Reeves said.

Meat & Livestock Australia’s Julie Petty

“Sustained growth in demand for goat meat around the globe has sent prices to a record high.”

"The exciting news from an industry perspective is the prices at the moment are not just being driven by a tightening of supply, they're also being driven by growing demand internationally and domestically.”

Owen Smith, Whitestone Boers, Milton, New Zealand

“There is huge demand world-wide for goat meat, as well as for stud animals as breeders try to improve their flocks.

In the last 12 months I have had inquiries from Australia, Taiwan, Canada and Korea. We are continuing to get more now than we ever did."

Alicia Halbritter, livestock and forage agent for the Duval County Extension office

Raising goats require less maintenance than other cattle. Goats have a shorter gestation period, 150 days, compared to 280 days for cattle. One goat can produce two to three kids a year, while a cow can only produce one calf a year.

“I have seen some people actually rent herds of goats in order to clear out underbrush and weeds due to goats being browsers and liking a varied diet.”

Myrna Gisler, Gisler Boer Goats, Alberta, Canada

Myrna “There are so many people coming into Canada who want quality goat meat, but 90 per cent of the goat meat that’s consumed in Canada is imported from Australia,” said Gisler.

In Canada, growing Filipino, Muslim, and Jamaican communities are “always looking for product”.

“We don’t have the numbers to export. There’s so much demand that there’s no way we can possibly meet it,” said Gisler, adding that goat meat and milk are also becoming popular with “the health conscious.”

“The market is there, and there’s definitely room to grow.”

“I can’t see any other industry that has grown like that in the last 20 years. Growth has been steady all along.”

And here are some videos showing you the experience of more farmers:

Glen Martin sold 250 goats in one year working part-time (note that this video is from 2013, so it’s a bit dated):

This video is an interview with the Carpenter family in Mount Crawford, Virginia. They talk about raising, selling and showing their Boer goats:

7 More Reasons to Get into Meat Goats (Besides Selling the Meat)

If the skyrocketing demand for goat meat and profit potential don’t appeal to you too much, there are a bunch more reasons to consider raising meat goats:

Clear your land & shrubs
Not only can you use goats to clear your own land, some farmers even rent out their goats to clear other farmers’ land!
Free manure
Did you know that goat manure doesn’t smell, and it doesn’t attract insects like cow or horse manure does?
Milk
Goat milk has a bunch of attractive qualities: it’s easier to digest than cow’s milk, isn’t as allergenic, and is good for the skin! That probably explains why the goat milk market has been growing in the US. Cheese Like goat milk, cheese from goats is rich in vitamins, has less saturated fats and cholesterol, and has fewer calories. Clothing Ever hear of cashmere or mohair? Those fibers come from goats! Pets If you’ve spent any time around goats, you know they can be both charming and hilarious! They’re usually pretty good-natured, too, so they’re great for children. Entertainment & therapy Being around animals can be a real stress-reliever, including being around goats.