Samenvatting

This report examines the Canadian and Dutch markets for current and potential innovative goat milk products. The primary objective is to gain insights into the target market as the global dairy industry shifts toward alternatives to traditional cow milk, particularly among people who are lactose-intolerant. The study identifies the motivations of potential goat milk consumers and compares the main drivers in Canada and the Netherlands. The main objective of this study is to answer the question: “What drives consumers to purchase goat milk products in the Dutch and Canadian markets?”.