There has been growing discussion on the association of dietary factors with human health and disease. One such association which has been highlighted is that between saturated fat and heart disease. It is vital that both food producers and food processors are sensitive to consumer requirements in this context, and that they modify their production processes in response to changing consumer demand. At this stage, however, there is much uncertainty regarding the current and long term demands of consumers and in the degree of variation in such demand, for example, between different locations, age and social groups. Thus, in order to inform farmers and food processors it is necessary to determine consumer beliefs and attitudes regarding aspects of diet in order to get some measure of factors affecting demand now and in the future. This project set out to measure certain aspects of consumer attitude to fat in meat. The ultimate objective was to obtain information for decision takers in the meat industry.