• 74% of Irish adults say they feel proud of the Irish dairy sector, this falls to just 55% among 18–24-year-olds.
• The same pattern emerges when it comes to Irish dairy’s international reputation; Irish dairy’s place in Irish culture; and connection between the next generation and dairy.
• The National Dairy Council has today launched a new national campaign to build a stronger connection between Irish consumers and the people, animals and pasture-based farming system behind Irish dairy.

Dublin, September 14th 2026: New research from the National Dairy Council has revealed that while almost three-quarters (74%) of Irish adults say they feel proud of the Irish dairy sector, this falls to just 55% among 18–24-year-olds, pointing to a weaker connection with Irish dairy among this specific age group.

The same pattern emerges when it comes to Irish dairy’s international reputation. While 75% of adults nationally believe the quality of Irish dairy is unequalled on the world stage, this falls to 49% among 18–24-year-olds. Irish dairy’s place in Irish culture also continues to resonate strongly with adults nationally as 84% of adults agree that dairy farming is an important part of Ireland’s history and culture, with this falling to 69% among 18–24-year-olds.

These findings come as the National Dairy Council launches ‘A True Irish Legend’, a new national campaign designed to build a stronger connection between Irish consumers and the people, animals and pasture-based farming system behind Irish dairy.

Research released by the National Dairy Council earlier this year also found that while 72% of adults say they have seen a cow being milked, just 39% of parents with children under 12 say their child has had the same experience, highlighting how direct exposure to farming has changed across generations.

This growing distance from food production sits alongside a separate nutrition challenge among Irish teenagers. A dairy-specific analysis of the National Teens’ Food Survey II, published in 2024, found that only 4% of Irish teenagers aged 13–18 meet the Department of Health recommendation of five daily servings of milk, yoghurt and cheese, while 51% are not meeting the recommended daily intake of calcium.

Taken together, the National Dairy Council says the findings reinforce the importance of maintaining a connection between the next generation and dairy – from understanding where food comes from and how it is produced, to recognising the role dairy can play in a healthy, balanced diet.

Emma Walls, CEO of the National Dairy Council, said: “The national picture is very positive and, importantly, pride in Irish dairy and recognition of its quality remain consistently high from age 25 upwards. But the 18–24 age group stands out, and we need to pay attention to the disconnect that is emerging within this specific cohort.

“Many younger people today simply have less direct exposure to farming than generations before them. When we look at that alongside what we know about teenagers’ dairy intake, these separate pieces of research reinforce why maintaining a connection with dairy among the next generation matters.”

“We cannot assume that the understanding and connection previous generations had with farming will automatically carry forward. Our new campaign, ‘A True Irish Legend’, is one of the ways we are responding to that challenge, by telling the story of Irish dairy in a way that is entertaining, distinctly Irish and relevant to audiences who may never have set foot on a dairy farm.”

“The campaign celebrates the farmers, cows and pasture-based system behind the dairy products that are part of everyday life in Ireland, while helping a new generation understand what makes Irish dairy distinctive.”

‘A True Irish Legend’ will also encourage consumers to look for the National Dairy Council Guarantee when buying milk and cream, which 68% of Irish adults say associate with quality dairy they trust. The National Dairy Council Guarantee provides independent assurance that qualifying milk and cream have been farmed and processed in the Republic of Ireland.

‘A True Irish Legend’ launches nationwide across television, streaming, radio, digital, social media and outdoor advertising.

See the hero video here >

ENDS

NOTES TO EDITOR

For further information or to arrange an interview, please contact:

• Alanna Henry | National Dairy Council Press Office | akhenry@ndc.ie | 087 474 0182
• Deirdre Fitzgerald | Springboard Communications | deirdre@springboardcommunications.ie | 085 206 4835

About the Consumer Sentiment Research

The research was commissioned by the National Dairy Council and carried out among a nationally representative sample of 1,010 adults aged 18+ in the Republic of Ireland in May 2026.

Research summary

• 74% of Irish adults say they feel proud of the Irish dairy sector, compared with 55% of 18–24-year-olds.
  • Pride stands at 75% among 25–34-year-olds, 76% among 35–54-year-olds and 79% among those aged 55+.
• 75% of Irish adults agree that Irish dairy quality is unequalled on the world stage, compared with 49% of 18–24-year-olds.
  • Agreement on Irish dairy’s world-class quality stands at 78% among 25–34-year-olds, 78% among 35–54-year-olds and 79% among those aged 55+.
• 84% of Irish adults agree Irish dairy farming is an important part of Ireland’s history and culture, compared with 69% of 18–24-year-olds.
  • 80% of Irish adults believe Irish dairy is something that should be protected and stood up for, compared with 60% of 18–24-year-olds.
• 78% agree that “what is good for Irish dairy farmers is good for the Irish nation”, compared with 63% of 18–24-year-olds.

About the ‘National Teens’ Food Survey II’

The National Teens’ Food Survey II examined the food and nutrient intakes of 428 Irish teenagers aged 13–18 between 2019 and 2020. The survey was conducted by the Irish Universities Nutrition Alliance (IUNA). In 2024, the National Dairy Council published a dairy-specific analysis to examine the contribution of milk, yoghurt and cheese to the nutritional quality of Irish teenagers’ diets.

The analysis found:

• Only 4% of teenagers meet Department of Health recommendations for milk, yoghurt and cheese.
  • Teenagers consume an average of 1.9 servings per day, compared with the recommended five servings for this age group.
• 51% of teenagers are not meeting the recommended daily intake of calcium.
  • Dairy contributes 36.2% of calcium and 49.3% of iodine intake in teenagers’ diets.

About the National Dairy Council

Established in 1964, the National Dairy Council advocates for the dairy sector as part of an increasingly sustainable food system, a healthy balanced diet, and Ireland’s wider social and economic wellbeing. The National Dairy Council helps explain Irish dairy to the public – where it comes from, how it is produced, and why it matters in everyday life.

It does this by sharing evidence-based information on nutrition, education, sustainability and food production, while also telling the stories of the people behind Irish dairy, including farmers, producers and experts.

About ‘A True Irish Legend’

Developed by Core Creative, the through-the-line campaign will run nationwide across television, streaming, radio, digital and social channels, as well as outdoor advertising.

Drawing on Ireland’s rich tradition of myths and legends, the campaign playfully positions Ireland’s dairy cows as the country’s own ‘true Irish legends’.

The launch advertisement stars Cavan-born, Donegal-raised Séamie Seán Brennan as Seání, alongside Dublin actor Gavan O’Connor-Duffy as legendary Irish warrior Cú Chulainn. The pair were selected following the National Dairy Council’s nationwide casting call earlier this summer.

Filmed on Dermot Phibbs’ dairy farm in Blessington, Co. Wicklow, the advertisement centres on a humorous misunderstanding between Seání and Cú Chulainn. As Cú Chulainn proudly recounts his legendary feats, Seání assumes he must be talking about Ireland’s pasture-based dairy cows – the ‘true Irish legends’ in his eyes.