Consumer acceptance of a variety of products, including bread is currently a very important economic andpsychological criterion. Thus, understanding of consumer behaviour and preference should help bread manufacturersto satisfy the customers, particularly during launching new products. The study objective was toinvestigate preferences and expectations of Polish consumers concerning bread products as well as their comparisonwith manufacturers opinions. Surveys were collected using CATI method. Obtained results testifiedabout clear differentiation of consumer requirements in relation to bread. It has been shown that preferencesof bread consumers are connected with such factors as: sex, age, place of residence, employment, educationand financial situation. Diverse demands of consumers result in a wide range of bread products on the marketand a need for improving their quality and promotion of new brands.