The aims of the present work were to study motives underlying Uruguayan consumers' food choice behaviour and to study the consumption frequency of some selected food items. A modification of the Food Choice Questionnaire and a food frequency questionnaire was administered to a group of 200 Uruguayan consumers. Feeling good and safety, sensory appeal and health and nutrient content were rated as the most important factors, while familiarity was rated as the least important. Using hierarchical cluster analysis, three clusters with different choice patterns were identified. Frequency of consumption of fruits, vegetables, milk and dairy products, and whole cereals, increased as the importance attributed to health and nutrition increased; consumption of fatty foods decreased.