Goat Dairy Product Assortment in Different Sales Channels in Northwestern Italy.

Abstract

Simple SummaryGoat dairy product manufacturing in Piedmont has increased in recent years, along with consumption. This research highlights the characteristics of goat cheese, milk, and yogurt available in three categories of sales channels, large-scale retail, retail sales, and farmers’ markets, in a metropolitan area in Northwestern Italy. We reveal clear differences between the offered products’ characteristics in the various distribution channels, both in terms of the reference numbers and assortment, and in terms of price, quality, and typicality. In particular, the analysis of product origins shows a correlation between the share of local product presence and the distribution channel type. Given the importance of product origin for consumers, as well as consumer acceptance of goat cheeses, the increase of local goat dairy products in farmers’ markets or retail outlets could represent an opportunity for growth and differentiation of this sector in the regional market, allowing operators in the sector to benefit from direct sales advantages.An analysis of goat dairy-based product assortment was carried out in the metropolitan area of Turin (Northwestern Italy), considering three different sales channels: large-scale retail chains, retail stores, and direct sales in farmers’ markets (FMs). The survey results show a widespread presence of goat products in the Turin market. In each type of selected distribution channel, characterized by its own peculiarities, products differed both in terms of reference numbers and assortment; they were better in large-scale retail distribution, both in terms of quality and typicality, whereas specialized retail and direct sales were better equipped. Furthermore, given the importance of the sector at the regional level, we also focused, through the analysis of product origin, on the fact that local provenience increases from large-scale distribution to fully regional farmers’ markets. The mean price was different, being lower in direct sales at FMs, and medium to high and high at retail sales, as they are considered high quality niche products. The offer is correlated and in agreement with consumer targets (modern, ethical, and traditional), finding the "ideal" product in the different types offered, however, even if the results underline the potential of this sector, the fragmentation of the goat sector in Piedmont still represents a limit to expansion, and to the positioning of products in the market.