ABSTRACT Objective To identify the main determinants of food consumption among adult users of a public market in a capital of Northeastern Brazil. Methods A total of 198 diners in a public market, constituting a sample comprising 149 males and 49 females over 19 years of age, was interviewed using a pre-tested questionnaires from August 2018 to January 2019. Sociodemographic variables such as gender, age, place of origin, education and income, in addition to the determinants of food choices were evaluated. The analysis was performed using the Wilcoxon test (nonparametric) that compared the means of the dimensions involved in these choices according to gender and income. Results Sensory appeal, price and health were the main determinants of food choices. When compared by gender and income, there were significant differences regarding the attributes reviewed. Conclusion The factors that influenced food choice were: sensory appeal, price and health. Ethical issues were the ones that least interfered with food choice. Thus, such aspects must be taken into account for the development of public policies in the area of collective eating and environmental education. The factors that influenced food choice were: sensory appeal, price and health. Ethical issues were the ones that least interfered with food choice. Thus, such aspects must be taken into account for the development of public policies in the area of collective eating and environmental education.