One technology does not fit all: profiling consumers of tender and tenderised beef steaks

New production technologies can help the beef sector to improve eating quality, in particular the tenderness, of low-value meat cuts. This paper aims at profiling potential consumers for unprocessed tenderloin M. Psoas major, muscle profiled M. Infraspinatus and marinated by injection M. Semitendinosus in Belgium (n=108) and Norway (n=110). Consumers' hedonic expectations for the three beef cuts, along with their general attitudes towards beef and food technology, were collected in central location tests. Results show that tenderloin triggers the highest hedonic expectations and best appeals to consumers profiled with high beef involvement in both countries. Consumers' expectations for steaks from novel technologies vary with consumers' attitudes towards beef, food technology and food risks and their country of residence, resulting in three additional consumer profiles. Furthermore, general attitudinal profiles of beef consumers also differ between the two countries. The results are useful for the positioning of novel beef products within the two national markets.