In France, the horsemeat market has been declining for about 50 years and has become a specialized market. Our study aims to understand this decline with regard to the drivers and practices of consumers and non-consumers of this meat, in order to estimate the potential for this market development. To study horsemeat consumption, we analyze two sets of data: two large-scale surveys carried out on the French general population, and one ad-hoc survey focusing more specifically on the representations of horses and horsemeat. Our results underline the potential for increasing horsemeat consumption from a sustainability perspective. The question of moral acceptance remains a determining factor in the consumption of this meat. Once this factor is taken into account, horsemeat appears relevant in the diversification of animal protein consumption because of its particular nutritional and environmental properties and similar culinary use to that of other red meats. Horsemeat can thus lay claim to becoming a sustainable alternative to beef consumption.