The dairy industry in New Zealand, particularly focusing on goat and sheep milk, is experiencing a downturn due to factors such as declining international birth rates and changing consumer preferences, especially in China. This has led to Maui Milk ending its milking season early, impacting 15 farmer suppliers, and the Dairy Goat Co-operative (DGC) asking its suppliers to cut milk supply by about one-third for the next season. The adjustments are in response to post-Covid demand changes, the need to align milk supply with anticipated product sales for 2024-25, the collapse of informal sales channels to China, and a shift towards domestic brands within the Chinese market. Despite these challenges, companies like Spring Sheep Milk are optimistic about future growth and diversification opportunities, even as they manage excess inventory due to market shifts.