Social studies of eating habits have less than thirty years, the main advances has taken place in the Francophone and Anglophone schools. In Mexico, for the first time, the analysis of food choice has been addressed. The objective of this work was to identify segments of Mexican consumers from the motives for their food choices, through the Food Choice Questionnaire, and through multivariate factor and cluster analysis. The results show that there are signs of different consumers, Mexican consumers have other priorities, particularly in terms of taste, in general expressing low sensitivity to issues of health and nutrition, even more so towards animal welfare and products that are friendly to the environment. Keywords: Food choice questionnaire, México, consumers