The supplyof tender beef is an important challenge for the beef industry.Knowledge about theprofile of consumers
who are more optimistic or more accurate in their tenderness evaluations is important for product development
and beef marketing purposes. Central location tests of beef steaks were performed in Norway and Belgium
(n = 218). Instrumental and sensorial tenderness of threemuscles fromBelgian Blue and Norwegian Red cattle
was reported. Consumers who are optimistically evaluating tenderness were found to be more often male, less
food neophobic, more positive towards beef healthiness, and showed fewer concerns about beef safety. No
clear profile emerged for consumers who assessed tenderness similar to shear force measurements, which suggests
that tenderness ismainly evaluated subjectively. The results imply awindowof opportunities in tenderness
improvements, and allow targeting a market segment which is less critical towards beef tenderness.