PurposeOver the last years, food safety, health, environmental and societal issues are a few among many other reasons that force people to adopt new differentiated food products. This interesting shift of the consumption pattern from conventional food products to new differentiated products that incorporate innovative features, consist the main reasoning of the present study. The purpose of this paper is to investigate the drivers that influence the adoption of those differentiated food products and shed new light on consumer's behavior, by modeling and understanding better their attitude.Design/methodology/approachA two‐step cluster analysis was employed to explore the different levels of differentiated products adoption and a categorical regression model was estimated to explain this variation. Data were collected through a survey addressing 500 consumers, carried out in 2009 in a typical Greek urban area.FindingsFrom the three different food product categories (organic, functional and genetically modified) four consumers' profiles were identified which were found to differ in terms of several socioeconomic characteristics. The increased level of disposable income, along with exposure to innovative food products, may well explain such a differential food product adoption.Research limitations/implicationsDue to the small sample, the indefinable number of food products adopters (population) and to specific characteristics of the study area consumers, the results might face generalisability deficiencies.Practical implicationsFrom a practical point of view, to identify the reasons driving consumers to adopt or not new differentiated products with novelties is important generally for society, policy makers, food‐producing companies and related economic sectors.Originality/valueThe contribution of this research is in having examined, the adoption drivers of differentiated food product categories, for which there has been longstanding interest. The food product categories are examined comparatively as a group (organic, functional and genetically modified) and not individually.