Market research shows younger generations are more willing to purchase goat meat

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For more information from a farm perspective or photo request: Contact Leslie Svacina at hello@cylonrollingacres.com

Market research shows younger generations are more willing to purchase goat meat

A recent university consumer behavior and market research study shows that younger generations are more likely to purchase goat and lamb. 

The University of Florida research found that Millennials* (born 1977-1995) and Gen Z* (born 1996-2015) are more willing to purchase lamb and goat meat. This consumer group is more adventurous, has tasted goat and lamb before and likes the meat, or the meat has a cultural significance for them.

The research showed that older generations, including Baby Boomers* (born 1946-1964) and the Silent* generations (born 1935-1942) are less likely to purchase goat and lamb.

“This research is reflective of what we’re seeing with buying trends and behaviors for goat meat with our customers,” says Leslie Svacina, owner and farmer, Cylon Rolling Acres, a farm in Wisconsin, that sells goat meat nationwide through its website. 

While not representative of all of the farm’s customers, goat has been a part of their family traditions growing up and/or they’ve traveled internationally for fun, work, or the military. They’ve eaten goat, enjoy it and want to continue to have it as a part of their animal protein options more frequently, says Svacina.

However, part of the challenge for many consumers is access to goat meat beyond specialty markets in major cities. It can be hard to find in most grocery stores.

“That’s a big reason why our farm decided to use an e-commerce approach and sell our meat online with home delivery through UPS,” says Svacina. “We’re taking that hurdle out of the process of buying goat.”

“We’ve also found inspiring our customers to enjoy goat in a variety of ways, including different cultural dishes and flavors, has been a great way to serve and meet the needs of our customers,” says Svacina.

More about the research study: It was conducted by the University of Florida Institute of Food and Agricultural Sciences. The survey was an online market research study of a representative sample of Florida’s population who were asked questions about their lifestyle and personality, and about purchasing decisions related to lamb and goat meat.  Learn more about the study here.

*Generational beginning and ending years may vary by individual and the factors impacting how and the environment where they grew up. The ranges are a general guidance.