Goat meat gains popularity in the United States –  Thomas Foods International

USA – Goat meat sales are increasing in the United States, with retailers and foodservice providers noticing a growing interest in the protein, according to Thomas Foods International (TFI), USA.

Danielle Marta, vice president of marketing and innovation at TFI, stated that bone-in goat cubes are among the company’s best-selling products, commonly used in stews and curries.

Although goat meat has long been a staple in regions such as Asia, Latin America, the Middle East, the Caribbean, and Africa, its demand is expanding in the US as consumers explore international flavors.

A survey by Midan Marketing in early 2023, which included 1,300 US meat consumers, identified two groups likely to embrace goat meat—Connected Trendsetters, who are open to new proteins, and Claim Seekers, who prioritize health and sustainability in their food choices.

Retail sales of goat meat across all grocery formats in 2024 reached US$27 million, with 3.5 million units sold, according to Nielsen. 

Comparisons with bison show that goat is more prevalent in natural supermarket channels, where sales in 2023 totaled US$16.5 million from 2.8 million units, while bison reached US$5.2 million from 412,000 units, based on Circana data.

Lori Dunn, vice president of retail sales at TFI, reported that some retail partners have struggled to keep goat meat in stock due to high demand. 

She noted that new customers are increasingly purchasing goat meat, drawn to its health and sustainability attributes.

The foodservice industry is also incorporating more goat meat into menus. 

According to Datassential, 3.5% of US restaurant menus featured goat in 2024, a 4% increase since 2020, with further growth expected. 

The Midwest region has shown the most significant rise in goat offerings.

Consumer awareness of goat meat is high, with 76% recognizing it and 28% having tried it, according to Datassential. 

Jordan Pickard, TFI’s vice president of foodservice, expects more restaurants to introduce goat dishes, as diners experience its mild flavor and versatility.

Australia remains the primary supplier of goat meat to the US, with TFI handling imports and processing at its facility in Swedesboro, New Jersey.

TFI recently introduced Free Range Ground Goat, promoted as a lean and mild-tasting alternative to other ground meats, available in both fresh and frozen options. 

The company has also launched Bone-in Goat Cubes in 2-lb and 15-lb packaging for retail, foodservice distributors, and restaurants.

At the upcoming Annual Meat Conference (AMC) from March 24-26 in Orlando, TFI plans to showcase new goat products, including boneless cubes and ready-to-heat Thai Coconut Goat Curry.