An Exploratory Study to Assess European Consumers' Opinion about a Beef Quality Guarantee System

Consumer demand in relation to food is increasingly shifting towards products that are safe, nutritious, and of good eating quality. Beef consumers are demanding for experience quality that matches their quality expectations formed prior to consumption, particularly with respect to beef tenderness. The development of a beef quality guarantee system, backed up by objective knowledge obtained through muscle profiling research, can allow the beef industry to meet these consumer demands. A qualitative consumer study has been carried out to assess European consumers’ opinions about beef quality and beef related technologies. This paper reports on consumer opinions and perceptions about muscle profiling and a beef quality guarantee system. Findings indicate that both concepts are well accepted by European beef consumers, although not unconditional. The insights obtained from this study indicate good opportunities for the development of a beef quality guarantee system in Europe. As an increase in consumers’ satisfaction with beef products could lead to higher consumption rates and industry profitability, the introduction of a quality guarantee system can contribute to further market development and improved competitiveness of the European beef industry.