There are six distinct types of meat-eaters in Ireland, new research from Teagasc and University College Cork has revealed.

Data on the consumption of beef, pork, poultry and lamb was drawn from the National Adult Nutrition Survey (NANS) and profiled based on socio-demographic characteristics, attitudes and dietary behaviours.

Processed pork indulgers’ eat five times more sausages, bacon and pudding than the other meat-eating categories. Accounting for 13% of the total, this category features a high proportion of men from a lower socioeconomic background, who had little motivation to eat healthily. They have fat intakes above what is recommended for a healthy diet.

Chicken eaters’ account for 20% of respondents and have the highest chicken meat consumption of all segments. They are more likely to be younger, physically active and urban dwellers. They are less motivated by eating healthy than other groups, but are motivated by weight control and taste.

Fish eaters’ take in twice as much fish as beef in their daily diet and account for 21% of the population. Fish eaters were associated with being older, female, and strongly motivated to eat healthily.

Beef-focused’ people eat the most beef of all groups and account for 21% of the total population. This group eats a relatively small amount of other meats aside from beef and their total fat intake is in line with healthy eating guidelines. This group is gender balanced between men and women.

Diverse moderates’ eat a moderate to low level of all meats and account for 21% of the total population.

All things meat’ is the smallest category at 4%. This group consists of people who eat all types of meat and consume more lamb than all the other groups. People in this category are more likely to be older and rural dwelling, and there are equal numbers of men and women in this category. They get 26% of their energy from meat and eat slightly more fat than is recommended for a healthy diet.

Opportunities

The information could be used to help meat companies understand shoppers’ behaviour and tailor new products to suit different customers, according to researchers in Teagasc and UCC and a report published in the latest TResearch magazine from Teagasc.

For example, fish eaters who are most motivated to eat healthily could be encouraged to eat more lean meat.

The young chicken-consuming urbanites who rank taste and eating enjoyment as more important to them than health and nutrition could be targeted with more information on different meats, as well as low calorie and convenient food.