Goat Dairy Product Assortment in Different Sales Channels in Northwestern Italy

Abstract

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.

The Management of Lamb Heterogeneity is a Tool for Farmers’ Marketing Strategies

“…Sorting is performed by each supply chain operator, first as live animals, then as carcasses, and finally as wrapped meat. Although this process is well-recognized and documented in other sectors of the economy [ 8 , 9 ], it is less well-documented in the agro-food sector [ 10 , 11 , 12 ]. It is nevertheless essential to match supply and demand.…”

“…The management of product diversity, called product assortment or product mix, is a relatively well-known process in the functioning of value chains and, in particular, as a source of resilience for companies [ 8 , 9 ]. More recently, some studies have analyzed this process for food product value chains [ 10 , 11 , 12 ], but little or no work asks this question at the level of production systems.…”

Intrinsic and Extrinsic Quality Attributes of Fresh and Semi-Hard Goat Cheese from Low- and High-Input Farming Systems

“…These aspects are included in a broader food quality concept that considers not only the product's intrinsic quality attributes, but also its extrinsic attributes. As stated by Massaglia et al [4] during recent years, goat products have gradually been associated with consumer perception of innate quality because of their status of being sustainable, traditional, and health products. These features have a fundamental importance for the assessment of these products to the "functional food" business, in which Italy is estimated to generate 11% of the total revenues of the total European market share [5].…”

“…The main differences between the LIS and the HIS are recorded in the milk production and content of nutritionally favorable fatty acids, such as n3-series PUFA (polyunsaturated fatty acids), CLA, and branched-chain fatty acids (BCFA) [18][19][20][21][22]. Moreover, small mountain farms are usually associated with an on-farm cheese making process and the sale of the products directly on the farm or in local shops, comprising a market segment that is generally related to high-quality and traditional products, strictly linked to territory and seasonality [4]. Typically, Goat cheese produced and sold in Italy are small-sized and soft, obtained by lactic or rennet coagulation.…”