A review of the marketing approaches promoting the sale of milk from non-cattle dairy species

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Abstract Despite its rich heritage, milk from goats, sheep, camels, buffalos, and donkeys has remained a minor contributor to global dairy consumption. Recent market trends have seen this milk becoming popular, and to further develop this market, the study sought to determine how the marketing of non-cow mammalian milk can be improved. It investigated this by performing a scoping review that collates and synthesizes the currently fragmented body of knowledge on firstly, the attributes of non-cattle animal-sourced milk and the production attributes that are used to create consumer value and, secondly, the marketing tools that are used for marketing the milk. The study found that positive perceptions about the nutraceutical benefits and production characteristics were key drivers of demand for non-cow mammalian milk. This was aided by sensory, cultural, and social attributes, on which consumers also held negative opinions. It further identified food labelling as the leading marketing tool used for market penetration, supported by processing, packaging and blending. The study identified under-exploited marketing opportunities that could be realised by addressing consumers’ negative perceptions, leveraging product strengths and taking advantage of emerging trends in consumer behaviour. By consolidating current knowledge and identifying marketing gaps, this research advances the discourse on non-cow animal-sourced dairy markets, underscoring the need for tailored, innovative marketing approaches.