The meat industry has come under increasing pressure in recent years: there is increased competition between the meat species and between neat and non-meat alternatives. Earlier qualitative consumer research (Wright and Slattery, 1986) highlighted several factors causing concern which were apparently affecting meat consumption. These factors included an awareness of the causal link between dietary fat and coronary heart disease; interest in the quality of meat; concern regarding the use of growth hormones and/or food additives and concern regarding animal welfare issues. A greater understanding of consumer attitudes towards meat which might be effecting a reduction in consumption is needed if the industry is to devise successful production and marketing strategies. This forms the rationale for this investigation.