“Some of the key issues that remain front and centre in the minds of consumers when choosing dairy products in Ireland’s established dairy markets (the UK, the US, Germany and wider Europe) are nutrition, genetically modified (GM), antimicrobial resistance, and animal welfare. Grass fed dairy addresses consumers’ needs for reassurance in relation to some of these issues.

Over half of consumers globally said that grass-fed would influence their choice of dairy, with over two-thirds of consumers in key European markets showing an interest in grass fed dairy's."

Source: Bord Bia, Ireland’s Food Board.