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Pulque is a fundamental piece in the Mexican gastronomy and identifying consumers’ perception could help promote it and generate new opportunities of commercialization. The purpose of this paper is twofold: first, to explore the underlying factors that influence consumers’ perception toward pulque, and second, to identify groups of consumers according to their perception.

A questionnaire was designed and applied to 220 consumers within points of sales. Exploratory factor analysis (EFA) was undertaken and hierarchical cluster analysis (HCA) was used to identify different groups of consumers.

By means of EFA three factors were obtained: traditionality, bad reputation of pulquerías and functional beverage. In order to identify different consumption patterns among consumers, HCA was performed and three groups were identified: traditional, neo-consumers and neo-consumers in transition. The groups identified showed significant differences in their perception.

Pulque has recently gained interest in various consumer sectors, mainly among young consumers, who are consuming and promoting the beverage these days. In this sense, the results of this work could be used for its promotion and consumption in order to attract more consumers and make a contribution to the development of local economies.

This is the first work in Mexico to explore the perception of consumers toward pulque: the most important traditional fermented beverage in Central México. Results of this research suggest the appearance of a revaluation process among young consumers, more informed and with greater sensitivity toward traditional Mexican food, particularly in the case of pulque. Likewise, these results could be useful for producers and sellers to carry out commercial strategies and promote the drink.

Demographic and socioeconomic changes, and health issues, promote interest in emerging countries for healthy foods, taking traditional foods under the perspective of functional foods. Amaranth has moved from local to a wider consumption as a functional food. The purpose of this paper is to identify consumers’ perception about amaranth and its relation to consumption motives.

A questionnaire was applied to 610 respondents, and free word association determined their perception about amaranth through categories. Cluster analysis identified groups of consumers according to their motives for consumption. Global χ² and correspondence analysis related consumers’ perceptions in the groups were identified.

A total of 16 word categories reflected consumers’ perception about amaranth. Most mentioned were: Traditional product, Hedonism and Health and well-being. Three groups showed significant differences regarding motives of consumption. It is concluded that perceptions about amaranth are closely linked to the motives of consumption. Perceptions of health benefits are related to motives for health issues and taste. There is a group that still consumes amaranth perceived as a traditional food.

As a functional food, these results could be useful to promote amaranth from its perception as healthy. Producers might develop products based on amaranth that meet perceptions considering gender and age in Mexico and other emergent countries.

This work contributes knowledge to international research that analyses traditional foods as functional foods and consumer perceptions on these. It is a first approach to identify perceptions of Mexican consumers towards amaranth as a traditional and a functional food.