Over the last years, food safety, health and environmental issues are a few among many other reasons that force consumers to adopt new innovative food products – organic, private label, genetically modified and functional – as part of their consumption. This spectacular shift of the consumption forwards “innovative” food products attracts the interest of the analyst as it can shed new light on consumer’s behaviour and on modeling and understanding better his long-term behaviour. Thus, this study attempts to investigate the factors that influence consumer’s decision in purchasing either traditional or new innovative products and to what extend this shift between those two groups of products is related to pre-defined elements. This is achieved by employing both descriptive statistics and multivariate analysis. Two-step cluster analysis was used to explore the different levels of innovative products adoption and a categorical regression model was estimated to determine the relation between consumer’s characteristics and willingness to adopt innovative products.