The evolution of consumption of bread has revealed, during the last years, a general downward trend, effect of the change of the alimentary habits of consumers, characterised by a reduction of home consumption and by the partial substitution of bread with some substitutive products.
To realise a close examination of the knowledge and processes at the basis of general bakery and of bread in particular, a direct research has been realised and its main aim is to examine the habits of consumption (way of use and of purchase etc.) of refined bread of durum wheat and of enriched, packaged and organic bread. In particular, the a.m. research has been carried out applying the analysis of the principal constituents, putting on evidence the main variables that influence on consumption and the cluster analysis to define the homogeneous groups of consumers. The results of this research has allowed to outline, in the initial phase, the consumers attitude towards bread and, afterwards, by means of statistical analysis techniques, to characterise four homogeneous groups of consumers, according to their socio-economic elements and consumption habits.