Ireland's demographic profile has changed significantly in the past 20 years, being now characterised by increasing cultural, ethnic and religious diversity. However, primary schooling in Ireland has remained highly denominational, mostly Roman Catholic, in nature, with a small number of minority faith schools and multi-denominational schools. This paper describes the nature of the Irish primary educational system and addresses the implications of its institutional structure and school institutional identity for school choice. In so doing, it draws on the national "Growing Up in Ireland" study, and documents the role of socio-cultural and religious factors in the choice of primary school.