A consumer survey was conducted to identify the factors that influence food choices in Malawi. Consumer segments were also identified and characterized based on the determined food choice motives and the consumers' demographic and socioeconomic data. Using a Food Choice Questionnaire (FCQ) it was determined that mood, health, price and preparation convenience, sensory appeal, and familiarity were the main factors influencing food choices of Malawian consumers. However, other factors are also influencing food choices in Malawi that were not revealed by the FCQ. Unlike in most affluent societies, the sensory appeal of food was not the most dominant food choice motive in Malawi. In general, the factor structure and factor ranking were different from those found in developing countries as hypothesized. Four consumer clusters emerged, comprising 33%, 30%, 24%, and 13% of the sample and the consumers' demographic and socioeconomic profiles had a significant effect (p < .05) on the cluster composition.