Since the 1970s, in some European countries rabbit meat production has progressively become a highly specialized industry, which has made Europe the second (after China) largest rabbit meat producer in the world. However, the industry is currently facing a critical period due to structural weaknesses, progressive and constant reductions in consumption, and raising criticism related to welfare conditions and other ethical issues. This trend is questioning the future of the rabbit meat industry, which could lead to the loss of knowledge and technical expertise acquired over decades of major investments and research efforts (a valuable cultural and professional heritage for future generations). In the present review, we provide an overview of the rabbit meat industry, market and value chain, we depict consumer's attitude towards rabbit meat, highlighting strengths and weaknesses, and factors driving their current purchase behavior. Finally, we will attempt to outline possible strategies to ensure a sustainable future for the production of rabbits for commercial meat purposes.