This article presents the results of survey conducted with the use of the method of direct survey on the sample of 1676 people. The aim of the research was the analysis of importance of features influencing the choice of bread. As a result, the segmentation of consumers was conducted, where as the criterion was the importance of product features. On the basis of obtained results it was stated, that the most important features of bread for consumers are: freshness, taste, smell and healthy features, prolonged expiry date, recognition of the kind, nutritional value and the price. Five groups of consumers one may distinguish because of the bread features important to consumers and demographical as well as economical features (Comfortable, Demanding, Frugal, Gourmet, Traditionalists). It was stated that in changing marketing environment of companies and in the reality of competition, there is a possibility of entrance for bread producers or sales specialist with the offer or to undertake activities related to adaptation of the offer to consumers’ demands and expectations.

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