Why Irish consumers still choose meat over plant proteins
Food Forest
If you're growing legumes, mushrooms, or other protein-rich crops at home, this research digs into exactly why your neighbors might hesitate to swap them in for a Sunday roast.
Researchers on the island of Ireland are studying why people reach for meat over alternative proteins like plant-based or lab-grown options, even when they know the environmental upsides. Ireland and Northern Ireland have deep roots in animal farming, so this work looks at what beliefs, habits, and tastes stand in the way of change. The full results are under wraps until 2028, but the project itself signals growing interest in understanding meat-eaters, not just marketing to vegetarians.
Key Findings
Consumer research on alternative protein acceptance in Ireland and Northern Ireland has been limited compared to other regions
Omnivorous consumers generally show stronger preference for meat than for alternative proteins
The thesis findings are embargoed until July 31, 2028
chevron_right Technical Summary
A new PhD thesis is digging into why people in Ireland and Northern Ireland still choose steak over plant-based or alternative proteins, aiming to figure out what it would take to shift a region built on livestock farming toward more sustainable eating.
Abstract Preview
Original paper
Understanding consumers' perception and attitudes towards sustainable alternative protein consumption on the island of Ireland
Background Alternative proteins to meat are widely proposed as solutions to enhance the sustainability of the food system. Their environmental, food security and economic value make them an increas...
open_in_new Read full abstractAbstract copyright held by the original publisher.
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