Results from a random sample of 1421 households in the southern United States suggest that the most likely consumers of rabbit meat are men, non-college graduates, those with household incomes at or below $50,000, households with children, and Louisiana residents. The current market for rabbit meat is small. However, the meat is lower in fat, cholesterol, and calories, and higher in protein than beef, chicken, turkey, or pork, and these desirable nutritional attributes may spark future demand.