Saints, sinners and non-believers: the moral space of food. A qualitative exploration of beliefs and perspectives on healthy eating of Irish adults aged 50-70.

•Healthy eating inhabits a moral space that creates internal personal conflicts.•Moralising healthy eating represents problems for those outside of desired norms.•Eating healthily can be rejected due to contradictory evidence and experiences.•Health promotion that reconciles both sacrifice and enjoyment of food is needed.