Over 19,000 consumers from Northern Ireland, Poland, Ireland, France and Australia participated in sensory panels following Australian MSA (Meat Standards Australia) testing protocols where they scored cooked beef samples for tenderness, juiciness, flavour liking and overall liking. Consumers were then asked to allocate beef samples into one of four categories; unsatisfactory, good-every-day, better-than-every-day or premium quality. They were also asked to detail their willingness to pay for these four categories and to answer a short demographic questionnaire which recorded their age, income bracket, occupation, gender, composition of the household and their attitude towards beef. Analyses were performed for each experimental group, and for the dataset as a whole. European consumers behaved similarly to Australian ones with similar weightings for the sensory scores. Consumers were willing to pay between 1.5 to 2 times for premium beef and this observation was highly transferrable between different consumer groups. Overall, there were only small differences in a consumer’s perception of beef eating quality between demographic groups. These results demonstrate that European consumers behave similarly to Australian consumers. So, we can speculate that a MSA-like grading scheme could be used in Europe.