Purpose The purpose of this paper is to identify the factors associated with the consumption of traditional foods (TFs) in central Mexico. Design/methodology/approach A total of 512 surveys were applied to consumers in central Mexico. The survey included a free word association with TF and an example, the food choice questionnaire, and the sociodemographic characteristics of respondents. A binary logistic regression was carried out comparing regular TF consumers with non-regular TF consumers. Findings Men tend to eat TFs in more regular way than women. People with heavier consumption habits associate TF with “authenticity/way of doing”, “origin” and “habit”, which are reinforced both by TF examples and the FCQ variables. Foods considered traditional were classified as cooked (elaborated under specific recipes of gastronomic heritage) and uncooked. Both groups comprise central foods, basic in the Mexican diet, in which maize, chili and beans are outstanding. Research limitations/implications The study did not comprehend the whole country and not consider specific food categories. Practical implications Provides important information on the factors that drive consumption of TFs in Mexico, information that may be useful in valorisation processes. Social implications Results may support the commercialisation of these foods, and lead to an improvement in the livelihoods of producers of TFs. Originality/value In Mexico, the study of consumers has not been addressed. Therefore, this is a pioneer study that documents the factors associated with the consumption of TFs.