Local consumer demands and domestic supply of sheep and goat meat
Government report
Title | Local consumer demands and domestic supply of sheep and goat meat |
---|---|
Report Type | Government report |
Authors | Star, Megan (Author), Rolfe, John (Author) and Lyons, Ben (Author) |
Institution of Origin | CQUniversity / University of Southern Queensland |
Number of Pages | 27 |
Year | 2021 |
Publisher | University of Southern Queensland |
Place of Publication | Toowoomba, Queensland |
Web Address (URL) | https://www.ruraleconomies.org.au/value-chains/local-consumer-demands-and-domestic-supply-of-sheep-and-goat-meat/ |
Abstract | Understanding consumer demand critical for the development of the sheep meat and goat meat industries. Past studies have, at a national level, found that diverse backgrounds increased demand for leaner cuts, and price being important to consumers. The links between retail outlets and consumers are critical, with the findings also highlighting that the shopper is also the cook (Star, 2021). However most previous studies of consumer demand have asked consumers directly about their preferences or analysed broad market data. Information about demands has rarely been sourced from the supply chain, such as from butchers and direct retailers. This study interviewed 25 meat retailers from Western Qld and the Darling Downs along with Brisbane, Central and North Queensland to identify trends in demands for sheep and goat meat. The study was conducted through a combination of face-to-face and over the phone interviews. This allowed a series of open-ended questions to be asked relating to attitudes, consumer demands and market segments. The interviews sought to gain perspectives from the butchers and retailers regarding their experiences with customers. A thematic review approach was taken to analyse the findings with key themes identified as opportunities for diverse markets, attention to market segments particularly in tourist areas, and price impacting on the supply chains. Current rates of consumption for sheep and goat meat, in conjunction with the tourism market, which has been reported by tourism operators to have grown since COVID-19, present opportunities to increase the volume of sheep and goat meat sold, whilst also maintaining the local market which is more stable and less seasonal. Fat content was less of a concern found by butchers, however, capacity to cook some of the different cuts of meats was identified to be a key issue, with older people more knowledgeable about cooking cheaper cuts of meat than younger people.
Citation: Star, M., Rolfe, J., Lyons, B. 2021. Local Consumer Demands and Domestic Supply of Sheep and Goat Meat. Report provided to the Department of Agriculture and Fisheries |
Keywords | sheep meat, goat meat, Queensland, value chains |
ANZSRC Field of Research 2020 | 380101. Agricultural economics |
Byline Affiliations | Central Queensland University |
Rural Economies Centre of Excellence |
https://research.usq.edu.au/item/q6vz1/local-consumer-demands-and-domestic-supply-of-sheep-and-goat-meat
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