Production and consumption of horse meat in France: overview and perspectives

This communication aims to present an overview of the horse meat market in France. It relies on a literature review and a research program whose goal was to understand consumption motivations and barriers, through qualitative and quantitative surveys among horse meat (non- )consumers and chefs. In France, draft foals bred for this market (producing light red meat) are 80% exported, whereas France imports reformed horses (dark red meat) to satisfy 80% of the national consumption. French horse meat consumption is currently declining significantly. Nevertheless, it seems to exist a substantial potential to develop this market for two reasons. First, this meat has nutritional, organoleptic and environmental qualities that are interesting in the current context of a sought for diversification of protein sources. Second, our work showed that out of all French people who do not eat horse meat, 15% would be ready to do so if they had the opportunity, mainly with friends and relatives, or in restaurants. According to the chefs, horse meat is rarely on the menu but is an interesting product for certain types of restaurants. Targeted managerial strategies can be proposed in light of these results, differentiating customers according to their profiles. People with strong moral opposition or having a distant relationship with meat in general mustn't be targeted. However, people who already consume it or those who are open to it would be sensitive to a better availability and visibility of the offer, for consumption at home, but also in commercial catering that appears to be relevant to familiarize new potential consumers with this product. Moreover, it appears important to enhance the qualities of this product, which can meet the current challenges of food sustainability.