Consumer Preference for Goat Meat in Malaysia: Market Opportunities and Potential

Author(s): Bisant Kaur

Keywords: Goat meat, consumer preference, livestock

DOI:
 

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Abstract: Goat meat is somewhat unpopular among the general population of Malaysia and its per capita consumption has remained stagnant while consumption of other animal proteins has been increasing in line with growing affluence and urbanisation. This paper examines the consumer preference for goat meat through an exploratory study on consumers and food service establishments. The general objective of this study was to ascertain the market potential for the goat meat industry. The study found that while goat/sheep meat was consumed by over 72% of the respondents, the per capita consumption was very low, indicating that there is a lot of upside potential. However, in view of production constraints and the dependence on imported goat/sheep meat to meet domestic requirements, there is a need for caution on encouraging increased consumption which may lead to higher imports. Policy makers should re-examine current livestock policies and focus on meat segments which clearly have market potential domestically and internationally.

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