This study reports results from monitoring the time trend of beef meat tenderness in the Swiss market to address consumer satisfaction and quality optimization. The survey, conducted through four campaigns performed from 2009 to 2023, evaluated the instrumental and sensory characteristics of beef tenderness. Sirloin, tenderloin, rump, and rump cover samples were collected from various Swiss cities and analyzed for shear force values and sensory attributes. The results highlight the overall good quality of beef and a marked improvement in meat tenderness throughout the study period, with the percentage of tender samples increasing from 77.7 % (2009) to 90.7 % (2023). Multiple factors may have contributed to maintain this high quality, including a long aging time. These findings support the Swiss beef industry’s efforts to maintain high-quality standards and enhance consumer trust.