Adapting to Change: The Impact of Plant-Based Diets on Irish Livestock Farming

Introduction

The global rise in plant-based diets has transformed the food industry in profound ways, influencing everything from restaurant menus to supermarket shelves. For Ireland, a country where livestock farming has long been a cornerstone of the rural economy, this shift poses both challenges and opportunities. As consumers increasingly seek out plant-based alternatives for health, environmental, and ethical reasons, Irish livestock farmers are grappling with how to adapt without compromising their livelihoods.

The Rise of Plant-Based Diets: A Growing Trend

Over the past decade, plant-based diets have surged in popularity worldwide, driven by factors such as:

Health considerations: Many consumers are turning to plant-based foods to lower their intake of saturated fats and cholesterol, reduce the risk of chronic diseases, and improve overall well-being.
Environmental concerns: Livestock farming, particularly cattle and sheep, is a significant contributor to greenhouse gas emissions, water use, and land degradation. As awareness of climate change grows, more people are choosing plant-based options to reduce their environmental footprint.
Animal welfare: Ethical concerns about animal farming practices have also played a role, with many consumers opting for plant-based diets as a way to avoid contributing to animal suffering.

In Ireland, where dairy and beef are central to the agricultural sector, this trend has raised important questions about the future of livestock farming. The country is renowned for its high-quality meat and dairy products, but changing consumer preferences suggest that the demand for these traditional staples may decline over time.

According to a 2021 study by Bord Bia (the Irish Food Board), 8% of Irish adults identified as following a flexitarian diet, and another 6% identified as vegetarian or vegan. This reflects a growing interest in reducing meat consumption, especially among younger generations, with 47% of people aged 18-34 actively cutting down on meat. This trend signals a clear shift in consumer preferences, which will likely influence the future of Ireland’s agricultural landscape.

Implications for Irish Farmers

For livestock farmers, the rise of plant-based diets can feel like a threat to their way of life. After all, Ireland’s agricultural economy relies heavily on exports of beef and dairy, with much of the rural population dependent on these industries. The Central Statistics Office (CSO) reported that the agri-food sector accounted for approximately 7.1% of total employment in 2020, with beef and dairy being the largest contributors. Additionally, 90% of Irish beef is exported, underscoring its global importance.

However, this shift doesn’t necessarily spell disaster for Irish farming. It presents an opportunity for diversification and innovation.

1. Diversification into Plant-Based Farming
One of the most promising avenues for farmers is to diversify their operations to include plant-based agriculture. Ireland's fertile land and favourable climate are well-suited for growing crops like oats, peas, and barley—many of which are key ingredients in plant-based foods such as oat milk, pea protein, and plant-based meat substitutes. By shifting part of their production to these high-demand crops, livestock farmers can tap into the growing market for plant-based products without abandoning their traditional practices entirely.

For instance, oat milk has seen a remarkable surge in popularity globally, and Ireland, with its high-quality oats, is in a prime position to capitalise on this trend. Teagasc, the Irish Agriculture and Food Development Authority, has pointed out that oats thrive in Irish conditions and that there is significant potential for expanding oat production to meet the growing demand for plant-based dairy alternatives.

2. Evolving Consumer Demands
It’s important to recognise that while plant-based diets are on the rise, the demand for meat and dairy hasn’t disappeared. Consumers are becoming more selective, seeking out sustainably produced, ethically sourced, and high-quality animal products. Irish farmers, who already have a reputation for producing premium, grass-fed beef and dairy, can capitalise on this by continuing to emphasise their commitment to animal welfare and environmentally friendly practices.

Farmers may also find opportunities in hybrid markets, where consumers seek a balance between plant-based and traditional diets. For example, the “flexitarian” movement—where people reduce, but don’t completely eliminate, meat consumption—is gaining popularity. Flexitarians, who make up 22% of the global population according to Kantar, provide a significant market for both plant-based and sustainably produced animal products. Irish farmers could market their meat and dairy products as part of a balanced diet, emphasising sustainable production methods that meet consumer demands for environmental responsibility.

3. Pivoting Without Sacrificing Livelihoods
While some farmers may choose to diversify into plant-based crops, others may remain focused on livestock but pivot toward more sustainable practices. Regenerative agriculture, which focuses on improving soil health, enhancing biodiversity, and sequestering carbon, offers a way for farmers to reduce their environmental impact while continuing to raise livestock. Implementing practices like rotational grazing, silvopasture (integrating trees into grazing systems), and cover cropping can help make livestock farming more resilient to environmental pressures while meeting the evolving expectations of consumers and regulators.

The Environmental Protection Agency (EPA) of Ireland reports that agriculture accounts for 37.5% of Ireland’s total greenhouse gas emissions, with methane from livestock being a significant contributor. As part of Ireland's Climate Action Plan, the government aims to reduce agricultural emissions by 25% by 2030. Sustainable practices that help farmers reduce their environmental footprint will be key to achieving these targets while maintaining livestock farming.

Furthermore, Irish farmers could explore the potential of value-added products that cater to environmentally conscious consumers. For example, grass-fed beef and dairy products are often perceived as more sustainable and humane compared to factory-farmed alternatives, and these attributes can be used to justify premium pricing.

Opportunities and Challenges

While the shift toward plant-based diets presents significant opportunities for innovation and diversification, there are also challenges that need to be addressed. Transitioning from livestock farming to crop farming, or integrating new crops, may require significant investment in new equipment, knowledge, and infrastructure. Farmers will need support—both financial and technical—to make this transition successfully. Government policies and subsidies, such as the GLAS (Green, Low-Carbon, Agri-Environment Scheme), offer financial incentives for adopting sustainable farming practices. Similarly, the EU’s Common Agricultural Policy (CAP) is increasingly focused on supporting sustainable agriculture, including plant-based farming and organic production.

There’s also the risk of alienating traditional markets that have long valued Irish meat and dairy. Striking the right balance between embracing plant-based trends and maintaining the country’s rich farming heritage will be crucial for long-term success.

Conclusion: Embracing Change for a Sustainable Future

The rise in plant-based diets may seem like a threat to Ireland’s livestock farming sector, but it also offers a path forward that blends tradition with innovation. By diversifying into plant-based farming, embracing more sustainable livestock practices, and tapping into new consumer trends, Irish farmers can continue to thrive in a changing food landscape.

Ultimately, the key is adaptability. Irish agriculture has long been resilient, shaped by generations of farmers who have weathered economic and environmental challenges. Today’s farmers are no different, and by staying ahead of consumer trends and adopting sustainable, innovative practices, they can ensure that Irish agriculture remains a vital part of the global food system—whether that food comes from plants or animals.

As consumer preferences shift and the demand for environmentally responsible products grows, Irish farmers are in a prime position to meet these challenges head-on while preserving the essence of their rural economy.

*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.