You’re kidding: Why goat meat is being seen as a new protein

Goat’s novelty value as a “new protein” is gaining traction in Australia’s biggest export market.

Goat’s novelty value as a “new protein” is gaining traction in Australia’s biggest export market.

The United States takes the lion’s share of Australia’s goat meat, and anew analysis of the industry by Meat and Livestock Australia shows its point of difference is that many consumers have not tried it before.

“As many consumers are still largely unfamiliar with goat meat, some restaurants (in the US) are using goat in familiar dishes such as grills, burgers and sandwiches to boost consumption,” MLA category and market insights analyst Emiliano Diaz said.

“Goat is increasingly promoted as a new protein similar to Wagyu beef, particularly in trending restaurants and speciality grocery stores.”

Goat meat is gaining traction as a “new protein” source.

And there is a different demographic in the US that is opting to try goat meat.

“More frequent goat meat buyers tend to be younger, affluent consumers looking for novelty, variety, healthiness and meat raised with high animal welfare standards,” Mr Diaz said.

North America has been Australia’s biggest goat meat customer for more than 20 years, and in 2022, the US imported 12,505 tonnes while Canada took 1339 tonnes. Together, North America accounted for 64 per cent of all Australian exports valued at more than $169 million.

In 2022, Australia was a minnow in terms of global goat meat production, with just 0.3 per cent of the world’s volumes. The biggest global goat meat producer is China, with 41 per cent of production, followed by India, Pakistan, Nigeria, Bangladesh, Ethiopia and Australia.

But Australia exported the greatest goat meat value of any nation, at 44 per cent of the world’s returns.

And while goat prices fell last year, there is hope on the horizon, according to the analysis.

“Global food service channel recovery, a key sales channel for Australian goat meat, and increasing concerns about health provide a positive outlook for growing demand in key markets,” Mr Diaz said.

The other markets hungry for Australian goat meat include:

– South Korea, which imported 3757 tonnes last year valued at more than $51 million;

– Taiwan, which took 2150 tonnes valued at nearly $17 million;

– Canada which imported 1339 tonnes valued at $16.6 million.

The news of growing markets is positive given domestic production rose for a second year in a row following a 20-year low in 2020 after years of drought in key production areas.

“Sustained favourable conditions triggered an expansion in the flock size and higher carcass weights, flowing through to increased supply volumes across all states,” Mr Diaz said.

“Goat meat had enjoyed record-high over-the-hook prices since mid-2019, but a combination of factors saw reduced prices in the second half of 2022.”