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Determine Your Goat Market

Navigating the Goat Market: A Comprehensive Guide to Determine Your Goat Market

For goat owners and breeders, understanding the dynamics of the goat market is crucial for making informed decisions about breeding programs, sales strategies, and overall herd management. Whether you’re a commercial producer or a hobbyist, assessing your goat market involves considering various factors to ensure that your efforts align with market demands and trends. This article will guide you through the key considerations in determining your goat market.

tops tips to determine your goat market

Questions to Ask Before Bringing Home Your First Goats?

  1. Is there a demand for goats in your area? If not, no matter what breed or production you’re going into, there will be no one to buy your goats. 
  2. If yes, then who is the target audience?
  3. What type of goat market is in your area? 
  4. Is there a market that isn’t filled that you could fill, if there is a demand for it?
  5. Why do I want to raise goats? It’s a big question, but will help you in the long run if you know where you’re heading. 
  6. After you’ve decided what purpose you want to raise goats for, what breed will you raise? 
  7. For the property you’re considering putting the goats on, how many can feasibly and comfortably fit without overcrowding?
  8. Can you afford to stock up on essential medications to have on hand when you need it during off hours? Goats will always get sick at the most inconvenient moments and you can’t afford to lose goats to illness or disease.  
  9. Are you willing to keep excellent record books for your goat herd? Over 5,700 other goat owners are doing just that with My Goat Binder

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Define Your Purpose and Goals:

a. Commercial Production:

  • If your primary goal is commercial production, identify whether you are focusing on meat, milk, fiber, or a combination of these. Understanding your niche will help you tailor your breeding program and production practices to meet market demands.
  • Meat goats:
    • potentially the most profitable. You can sell the meat, the kids, and breeding stock.
    • Find out how and where you can sell the meat in your area and what people are willing to pay.
    • Find out where the goats can be slaughtered and how much that will cost. 
    • Find out if the ethnic groups in your area have any specific requirements for the goats. Like age, sex, weight, wethered, etc.
    • Find out what local auction prices are. You can sell them to individuals or sell them at auction. 
  • Dairy goats:
    • You can sell the milk and potentially the cheese and other milk products. But first, find out the legal requirements for doing so. Soap is another venture that you could sell.
    • You can also sell the kids and breeding stock.
  • Fiber:
    • Selling the fiber from your goats is another option. There may be a local market but could easily be shipped anywhere, opening up a larger audience.
    • You can also sell the kids and breeding stock. 
  • 4-H or FFA:
    • If there is a need in your area for good quality animals for kids in 4-H or FFA, you could supply that need. 
    • If there is already someone or several people supplying goats in this area, don’t step in. The more people who offer goats causes the prices to drastically drop.
  • Breeding Stock or Goats in Milk: 
    • This is the most expensive route. It takes years of careful planning, culling, breeding, feeding, and more planning to get to this point. But there is great pride in knowing that you’ve spent all that time on the top-quality animals you are producing. 

b. Hobby Farming or Pet Market:

  • For hobby farmers or those targeting the pet market, the emphasis may be on unique breeds, companion animals, or specialty products. Define your goals to align your breeding and marketing strategies accordingly.

Research Market Demands:

a. Local vs. Global Market:

  • Assess whether your market is local, regional, national, or even international. Local markets often prioritize freshness and uniqueness, while broader markets may focus on standardized products or breeds.

b. Market Trends:

  • Stay abreast of current market trends. Consumer preferences, sustainability, and ethical practices are increasingly influencing purchasing decisions. Adjust your practices to meet evolving market expectations.

Understand Consumer Preferences:

a. Meat Quality and Flavor:

  • If meat production is your focus, understand consumer preferences for meat quality, flavor, and specific cuts. Tailor your breeding program to meet these preferences.

b. Milk Production and Quality:

  • For dairy producers, prioritize milk quality, flavor, and potential products like cheese or yogurt. Consider the demand for specialty dairy products in your market.

Identify Target Buyers:

a. Restaurants and Retailers:

  • Determine whether your market includes restaurants, specialty retailers, or farmers’ markets. Establish relationships with potential buyers and understand their requirements.

b. Direct-to-Consumer:

  • Consider selling directly to consumers through farm stands, online platforms, or community-supported agriculture (CSA) programs. Understand the preferences and buying behaviors of your target customers.

Evaluate Regulatory Considerations:

a. Compliance and Certification:

  • Be aware of local regulations regarding the sale of goat products. Obtain necessary certifications for meat, dairy, or other products you plan to market.

b. Animal Welfare Practices:

  • Increasingly, consumers are concerned about animal welfare. Adopt practices demonstrating your commitment to humane treatment, and consider certifications validating your ethical approach.

Factor in Breeding and Production Costs:

a. Cost of Production:

  • Evaluate your breeding and production costs to ensure they align with market prices. Understanding your cost structure is essential for setting competitive prices while maintaining profitability.

b. Breeding Program Optimization:

  • Tailor your breeding program to produce animals that meet market demands efficiently. Focus on traits that enhance marketability, such as growth rates, milk production, or unique coat patterns.

Promotion and Marketing Strategies:

a. Branding and Storytelling:

  • Develop a compelling brand story that resonates with your target market. Highlight unique selling points, such as sustainable practices, breed history, or exceptional product quality.

b. Social Media and Online Presence:

  • Leverage social media and online platforms to reach a broader audience. Showcase your goats, products, and farm practices to build a loyal customer base.


Determining your goat market involves a thoughtful analysis of your goals, consumer preferences, and market dynamics. By aligning your breeding program, production practices, and marketing strategies with market demands, you can optimize your efforts for success in the goat industry. Regularly reassess your approach to adapt to changing market trends and ensure a sustainable and thriving goat enterprise.

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