Quality refers to the characteristics of products that meet the demands and expectations of the end users. Beef quality is a convergence between product characteristics on one hand and consumers’ experiences and demands on the other. This paper reviews the formation of consumer beef quality perception, the main factors determining beef sensory quality, and how to measure and predict beef eating quality at scientific and industrial levels. Beef quality is of paramount importance to consumers since consumer perception of quality determines the decision to purchase and repeat the purchase. Consumer perception of beef quality undergoes a multi-step process at the time of purchase and consumption in order to achieve an overall value assessment. Beef quality perception is determined by a set of quality attributes, including intrinsic (appearance, safety, technological, sensory and nutritional characteristics, convenience) and extrinsic (price, image, livestock farming systems, commercial strategy, etc.) quality traits. The beef eating qualities that are the most valued by consumers are highly variable and depend mainly on the composition and characteristics of the original muscle and the post-mortem processes involved in the conversion of muscle into meat, the mechanisms of which are summarized in this review. Furthermore, in order to guarantee good quality beef for consumers in advance, the prediction of beef quality by combining different traits in scenarios where the animal, carcass, and muscle cuts can be evaluated is also discussed in the current review.

The main goal of this online survey was to investigate the attitudes of Brazilians towards “cell-based meat”, which has become the subject of great scientific and media enthusiasm. The answers of 4471 respondents concluded that 46.6% of them thought “cell-based meat” was promising and acceptable. More than 66% would be willing to try this novel product compared to 23% who expressed reluctance to do so. Nearly 40% of the total respondents did not want to eat “cell-based meat” regularly at all, whereas 29%, 43.2%, and 39.9% were willing to eat it regularly in restaurants, at home, and/or in ready-made meals, respectively. However, the majority of respondents (71%) were keen to pay much less for “cell-based meat” than conventionally produced meat (or even nothing at all), compared to 24.3% who were willing to pay the same price as conventional meat, whereas only 4.8% were willing to pay more. Approximately 51% of them considered that “cell-based meat” should not be called “meat” for marketing purposes. Job, monthly income, age, and gender were major factors impacting consumer acceptance. Meat professionals and consumers with higher incomes were less willing to eat “cell-based meat” regularly. Women (especially younger women) were the most concerned about the ethical and environmental issues related to meat production and were the most convinced that reducing meat consumption could be a good solution to the meat industry’s problems. Respondents who did not accept “cell-based meat” and did not eat meat substitutes had a negative attitude to this novel food (they considered it absurd and/or disgusting) and did not believe that “cell-based meat” should be called “meat” for marketing purposes. In contrast, the people who thought that “cell-based meat” could be called “meat” perceived it in a rather positive way. These results are important for consumers of meat and meat substitutes and for companies aiming to enter the potential future Brazilian market of “cell-based meat”.