Goat Dairy Product Assortment in Different Sales Channels in Northwestern Italy

• Published in: Animals (Basel) 2019-10, Vol.9 (10), p.823
• Main Authors: Massaglia, Stefano, Borra, Danielle, Merlino, Valentina Maria
• Format: Article
• Language: English
• Subjects: Channels; Consumer research; Consumers; Consumption; Dairy products; Dairy products industry; Data collection; Direct selling; Distribution channels; Farmers; Farmers markets; goat dairy products; Goats; Marketing; Metropolitan areas; Milk; offer characteristics; Physiological aspects; Quality; Retail stores; Retail trade; sales channel; Supermarkets; Yogurt
• ISSN: 2076-2615; 2076-2615
• DOI: 10.3390/ani9100823

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.