Consumption determinants of goat’s milk and its derivatives in the Zona Mata region

Abstract

The state of Minas Gerais is among the main producers of goat’s milk in Brazil, and the Zona da Mata in this state is an important region for the industry of goat´s milk derivatives. Despite the good performance as a supplier, the region shows a low consumption of goat´s milk and, to date, we could not find any study on the purchasing behavior of consumers of this product. In this sense, the objective of this work was to assess the factors affecting the consumption of goat’s milk and its derivatives in the Zona da Mata region of Minas Gerais state, as well as to outline the profile of consumers and potential consumers of these products. The survey counted on the participation of 235 people residing in several municipalities in the region, and showed that the population’s lack of knowledge and lack of consumption habits are the main factors that prevent the consumption growth in the region. The fact that goat´s milk is considered as a healthy product is the main justification for its purchase. However, the results indicate that elderly people with a higher income are more likely to consume goat´s milk and its derivatives in the region. The definition of this target audience can direct marketing campaigns, contributing to the development of this market.