Consumer attitudes towards farm animal welfare (FAW) are not a one-dimensional phenomenon; they entail various attitudinal and social dimensions related to ethnicity, agri-food culture, ethics, purchasing power and beliefs. Therefore, the study aimed to identify segments of South American consumers of animal products according to their attitudes towards FAW. An online survey was carried out among participants from Argentina, Chile, Colombia, Ecuador, Peru and Bolivia (n = 2852). A factor analysis followed by a hierarchical cluster analysis identified four consumers' segments based on their attitudes towards FAW. The first corresponds to consumers ethically committed to FAW (n = 1323), the second to those committed to farmers and interested in labels (n = 215), the third to consumers interested in FAW and farmers and their efforts towards FAW (n = 993), and the fourth, associated with apathetic consumers (n = 321). Although FAW is a relatively new commercial phenomenon in South America, our results showed that concern for animals may be a universal human value, which can overcome traditional dichotomies between rich-poor or developed-undeveloped countries.