Dairy goat farming is a significant source of income, particularly for low-income families. However, 75% of the dairy goat products business is still unorganized in Kenya, making its marketing difficult. This study surveyed dairy products in selected supermarkets in Nyeri, Meru and Kiambu counties. The purpose was to identify the types of dairy products sold in supermarkets, the sales preferences, reasons for stocking and not stocking the dairy goat products and perceptions about the dairy goat products. The study targeted all the supermarkets that sold dairy products, excluding those that did not sell dairy products or were not willing to be surveyed. A sample of 40 supermarkets and 5 milk dealers in the three counties was obtained through purposeful sampling. Close-ended questionnaires were administered to managers or appointees of the outlets. According to the findings, 10 types of dairy products were stocked by the outlets as follows: Raw cow milk (11%), pasteurized cow milk (87%), long life cow milk (82%), cow milk yoghurt (93%), ghee (24%), cow mil ice cream (67%), cow milk butter (31%), cow milk cheese (36%), cow sour milk (76%) and pasteurized goat milk. Out of the 45 supermarkets/milk vendors surveyed only 5 outlets sold the dairy goat products (pasteurized milk) which thus indicate the gap in the marketing of dairy goat milk and its products in the study counties. The dairy goat products were not stocked because the products were not available (63%), lack of customers’ awareness (40%), they were not preferred by customers (18%) and high price (10%). The dairy goat milk was stocked due to customers’ preferences (100%). The general perception of the supermarkets was that dairy goat milk was moderately preferred (36%), highly (4%) and not preferred (60%) mainly due to lack of customers’ awareness. Thus, measures should be put in place to promote dairy goat milk as an alternative to dairy cow milk due to its high nutritive value and potential.
Key words: Dairy goat products, marketing, supermarkets, sales, preferences, stocking.
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