Analysis of acceptance and factors affecting the consumption of goat's milk in Morocco

•Consuming goat meat affects goat milk consumption.•The goaty flavour can limit the market opportunities of goat milk.•Fat content reduction of goat milk affect its preference by consumers. Goat farming in Morocco is considered a strategic production sector. This activity is of paramount importance. Goat farming plays an important socio-economic role for farmers and women in rural areas; for instance, goats livestock reached 5,731,000 head in 2018, and 44,618 tons of goat milk was produced in the same year. However, a small quantity of this milk is practically consumed in a liquid form, and then the major part of this product is transformed into cheese. To encourage goat's milk consumption, a questionnaire is used to highlight the consumers' circumstances and factors that affect the consumption of this type of milk in Morocco. Its taste and smell take 16.62% of the reasons why it is not consumed, which can hinder the success of goats' milk in the market. The fat content reduction can reduce this goaty flavour, according to the previous studies. For this, we are trying to measure the degree of acceptance of semi-skimmed goat milk by comparing it with whole goat milk and cow milk using a consumer test. The non-availability of goat's milk and the lack of information on the nutritional and therapeutic benefits of this product represented 78.91% of non-consumers. The consumption of goat meat is the only parameter that significantly affects the consumption of this product were 82.30% of goat's milk consumers were goat meat consumers. The results have shown that despite the reduction in fat content to 50%, this milk remained less accepted over cow's milk and whole goat milk.