The study analyses the importance of the protected designation of origin (PDO) as a selection criterion in purchases of traditional food products in a consumer's daily life, the awareness of products with a PDO label, and determinants of use of the PDO label for purchasing PDO-labelled products. A survey questionnaire was distributed by regular mail to a representative sample of Slovenian consumers. The survey results show that the presence of a PDO label on a food package is not too important for respondents. Slovenian consumers tend to pay greater attention to the taste of the product, its positive impact on their health, and the ingredients. There is low awareness of PDO-labelled products, which may be explained by the fact that Slovenia has a weak tradition in using geographical indications. Among consumers who were aware of products with a PDO label, their interests and quality perceptions played a significant role in shaping their use of the PDO label. The study demonstrated a direct relationship between the belief the PDO signals a better-quality product and use of the PDO label. Highlights A PDO label is not too important to Slovenian consumers. There is poor awareness of the PDO label. It is worth investing in PDO labels.