This paper explores consumer profiles and preferences for organic food on the island of Tenerife (Canary Islands, Spain). With a growing demand for organic products driven by health-consciousness and environmental concerns, understanding the factors that influence consumer behavior in this market is crucial. This study analyzes socio-demographic characteristics and market trends to uncover the motivations behind the demand for organic food through a survey of shoppers in stores selling certified organic products. By examining consumer awareness, perceived benefits, willingness to pay premium prices, proximity consumption patterns, and meat consumption, valuable insights are gained. Findings reveal that organic purchase habits and consumer profiles mostly align with the overall Spanish profile. A specific category of consumers who claim to follow a Mediterranean diet are identified as “switchers” who oscillate between organic and conventional produce without ideological and ethical comm