This research investigated the underlying factors which motivated consumers to purchase and consume nutraceuticals or health products health food stores in Trinidad. The study was conducted among 245 adult residents of Trinidad via consumer surveys. The questionnaire was divided into sections of purchase at health food stores, health food products, awareness of health foods/nutraceuticals and demographics. The data collected was coded and analysed with the aid of IBM SPSS to identify trends, frequencies and relationships between variables. Statistical analysis of the data revealed the strongest motivational factor which influenced consumer investment in nutraceuticals was general long-term health. Most (75.5%) respondents were consumers of nutraceuticals/health foods. The age group with the highest influence(P<0.05) on nutraceutical recognition was 18-25yrs. Consumers perceived nutraceuticals as positive (94.6%) and were ranked for their affordability (52.4%), effectiveness (78.4%) and quality (85.9%). The factor which impacted on non-spending on nutraceuticals by non-consumers (31.3%) was the lack of affordability of the products. Respondents were motivated to use nutraceuticals towards long term health (88.7%), healthy eating or diet (86%), physical appearance (77.9%), natural alternatives (67%), detoxing (64.8%), weight management (63.9%), and disease treatment (45.5%). Consumers demanded the following categories of food products: gluten-free (17.2%), specific classes (organic vegetables: 10.4%) and dietary classes (vitamins: 24.6%). Among the consumers with non-communicable diseases, digestive-related problem was ranked the highest among the diseases treated using nutraceuticals.