New research from the Livestock and Meat Commission (LMC) has revealed that Northern Ireland (NI) consumers remain firmly committed to red meat, showing that almost nine in ten people here purchase or eat red meat.

The research follows LMC’s recent Good Honest Food campaign, fronted by chef James Devine. The travelogue-style series saw James visit farms across Northern Ireland to answer key consumer questions, including how NIFQA farmers care for the environment, farm responsibly and deliver beef and lamb with strong health and nutritional benefits.

According to Lauren Patterson, Head of Marketing and Communications at LMC, the results highlight the enduring role beef and lamb play in family mealtimes. “Consumers continue to enjoy red meat as part of a healthy, balanced diet. Over half of respondents said they would like to buy more red meat.” Lauren explained.

The research also revealed that the number of people with alternative diets such as vegan, vegetarian and pescatarian have not increased since 2020. Commenting on this, Lauren said, “The fact that uptake of these diets has remained static underlines just how central beef and lamb are to our everyday diets. We are fortunate in Northern Ireland to have access to naturally produced, world-class quality assured beef and lamb that are nutrient-rich and play an important role in health and we are dedicated to highlighting that value.”

When it comes to eating habits, consumer attitudes towards red meat show both continuity and change. A smaller proportion of people now say they are trying to limit their intake with 31 percent reporting that they try to limit the amount of red meat eaten each week, down from 38 percent in 2019, while 48 percent said they try to limit processed red meat such as sausages and bacon, a slight fall from 50 percent in 2022.

Respondents who said they had planned to reduce future consumption have also declined, with just 22 percent saying they intend to cut back on fresh red meat, compared with 29 percent in 2022. There are also signs of growing positivity with 40 percent of respondents agreeing that more people are eating red meat such as beef and lamb, particularly in the 18–34 age group.

Lauren added, “It is important that we continue to engage with younger consumers who are showing enthusiasm for red meat. This is a positive sign for the future. At the same time, we must continue to provide clear, accessible information to consumers, reinforcing key messages about its health benefits.”

A key part of LMC’s work is its Good Honest Food campaign, which educates the public on the nutritional credentials of beef and lamb. “Consumers trust the campaign, and many value the scientific evidence it shares about the role of beef and lamb in a balanced diet,” Lauren said.

Concluding, she added, “It is reassuring that beef and lamb continue to hold their place at the table across all age groups. LMC will continue to champion the quality, versatility and sustainability of our produce, ensuring consumers understand the positive farm-to-fork story behind every cut of beef and lamb.”