Investigation of goat meat consumption in relation to market potential among major stores in Eastern Cape, South Africa

There is low commercial availability of goat meat in retail outlets such as supermarkets and butcheries due to the limited supply and cultural beliefs in many nations of the world, especially in sub-Saharan Africa. This study aimed to find potential customers for goat meat if it were made readily available in retail outlets. Two hundred respondents from cities and towns (Port Elizabeth, East London, Mthatha, King’s Williams town, Grahamstown, Alice, Butherwotth, Fort Beaufort, Queenstown, Craddock, Adelaide, Port Alfred, Stutterheim, and Peddie) in the Eastern Cape, South Africa, were randomly selected and interviewed using structured Google form questionnaires. Data were analyzed using descriptive statistics and chi-square tests. Participants answered questions about goat meat consumption in relation to other meats. Factors limiting the consumption of goat meat were also investigated. About 66% of respondents had positive views of goat meat, while 23.5% were neutral. Only 10.5 % had unfavourable views concerning goat meat. The availability of goat meat in the market was the most limiting factor for 60% of the respondents, while 15% said price was their limiting factor. Other factors limiting goat meat consumption were personal preferences, religion, aversion to testing, price of goat meat, aversion to smell, and fattiness, with 15%, 9%, 6.5%, 5%, 4%, and 0.5% of respondents, respectively. About 46% of the total respondents preferred goat meat from a supermarket or butchery, and only 6.5% preferred vendors. Only 26% preferred live goats, while 61.5% preferred a portion of meat from slaughtered goats. The chi-square test also revealed a significant association (P<0.05) between attitude/view of goat meat consumption with gender (0.00), age (0.001), nationality (0.027) and ethnicity (0.041). However, the association between attitudes/views towards goat meat consumption and small households (0.262) or religion (0.142) was not significant (P>0.05). Although demand for goat meat is expected to rise as people receive more information on nutritional benefits and cooking methods, it could be concluded that consumers are willing to consume it and that there is market potential for it as a major store product. Key words: availability, goat meat, consumer perceptions, purchasing drivers, limiting factors, future consumption, major stores, market, South Africa