Income-Generating Activities - Action Against Hunger

➔
APPENDIX 12: EXAMPLE OF A MARKET STUDY
Executive Summary
The purpose of this study is to estimate the sheep industry, lamb/mutton market
in Armenia: potential buyers, possibility of using mutton in sausage production, selling
milk in a specified region (Syuniq), consumers’ preferences, wool market, possibility
of breeding the sheep in Syuniq region in Sisian.
The study conducted 220 interviews with customers, 18 with food store sellers, 10
with food market sellers, 5 with restaurant managers, 3 with butchers, 3 with wool
processors, and 5 with milk processors, in order to identify whether there is a potential
market for lamb/mutton (milk, meat and wool) in Armenia in general, and for the
restaurant trade in particular. The interviews were conducted from June 1 to June 30,
2004.
There is evidence that the lamb/mutton consumption is seasonal (during the summer
more outdoor picnics are organised and lamb/mutton consumption increases for
the period) and consumers use it mainly to make various dishes for hosting guests. According
to the results of consumer survey, beef is the main meat type used by consumers.
The study highlights a specific demand for sheep milk, as importers want some
dairy products and sheep cheese, which is currently undeveloped in Armenia. There are
several markets with sheep milk dairy products’ demand. It is important to consider
that the dairy product processors and cheese making factories do not use sheep milk
because of lack of high quality milk (they only use milk processed in hygienic conditions
and kept and delivered by special cooling tanks).
The interviews suggest that there is a potential market for white wool by the wool
processors. The demand for white wool grows annually because of increases in wool
processing, mainly by carpet making factories.
Also, there is a potential market for lamb/mutton for restaurants that have a fixed
menu with lamb/mutton. The restaurants in “Barbeque Street” (Center region,
Proshyan street) prefer a certified quality product with reasonable prices.
The meat processors interview showed that the factories didn’t use lamb/mutton
in meat products, but they had an experience of making goat sausages. It is worth
mentioning that lamb/mutton meat might be used in semi-cooked products.
Meat and milk processors’ markets are in their early stages of development.
Based on the overall analysis, it is recommended to develop combined strategy to
breed appropriate sheep varieties, which will allow differentiating the market by providing
several products such as high quality wool, milk and lamb/mutton.
134
INCOME GENERATING ACTIVITIES: A KEY CONCEPT IN SUSTAINABLE FOOD SECURTIY