What Australia can learn from the US goatmeat market
11 March 2025
With a record breaking 22,559 tonnes of goatmeat shipped to the United States (US) in 2024, North America remains the largest goatmeat market for Australia.
The demand for goatmeat in the North American market nearly doubled from 2023 to 2024. The steep increase in demand presents an opportunity for Australian goat producers to learn about what is influencing consumption.
Cultural diversity is one of the key factors driving the market for goatmeat in North America. The protein is commonly used in Indian, Caribbean and, increasingly, Mexican cuisines. This offers a unique chance for goatmeat to become more mainstream, with Indian and Mexican cuisine now common choices for dining out or take-away.
Current market insights suggest that the largest barrier to goatmeat consumption in the US is the lack of consumer familiarity and knowledge of how to cook the protein.
When consumers pick a goatmeat dish when dining out, this paves a path towards building consumer knowledge around cooking the meat at home to further increase demand.
Similar tactics could also be implemented in Australia, where only 10% of the goatmeat produced is consumed domestically.
Beyond driving consumer demand, growing the industry's understanding of how goatmeat is prepared and eaten also presents an opportunity to transform the value chain from farm to consumer.
By using the end product to refine and inform Australia's goat production, we can also drive prices up for different levels of goatmeat.
