Hippophagy is a practice that is far from being consensual, even among meat eaters. Horse meat consumption remains limited or is even strongly declining in some countries such as France. However, the nutritional, organoleptic and environmental benefits of this meat invite us to consider horse meat products as a valuable alternative source of protein. This research therefore aims to identify and characterize different profiles of consumers and non-consumers of horse meat in terms of personal values, attitudes, motivations and behaviors. Based on data from a quantitative survey among 482 French meat consumers, we distinguish 4 categories of individuals: “Enthusiast”, “Distant”, “Aversive” and “Potential”. While “Distant” and “Aversive” show a low level of acceptability towards horse meat, “Enthusiast” and “Potential” reveal characteristics that are favorable to horse meat consumption. Targeted strategies to support the horse meat market are proposed and discussed in light of these results that also provide insight into the future for meat in general.