Horse meat consumption is decreasing in France (-46% in the 10 last years) despite the sustainable characteristics of this product: (i) its high quality (more iron, zinc, better fats) could be an opportunity to reduce the total amount of consumed meat (and consequently the total amount of farmed meat), (ii) horses emit less methane than bovine, (iii) it enables the maintenance of mountain grassland areas (iv) and of nine endangered local heavy horse breeds, (v) that are bred in extensive conditions respectful of animal well-being… In this context, this poster will present the specific characteristics of the horse meat market. Data will be collected in the beginning of 2019 through a literature review, the analysis of databases on food consumption and first exploratory surveys. The aim of this project is to obtain a typology of horse meat eaters, to understand their consumption motivations, but also to start identifying the barriers that limit this consumption, in order to point out levers to develop such a market and/or eventually to find new market opportunities and better adapt its promotion.