The aim of this study was to examine the demographic, health habits and personal values associations of white bread use. A total of 474 randomly selected consumers completed a questionnaire about bread consumption, health habits and personal values. The findings showed that compared with non‐consumers white bread users were younger, less educated, more likely to have children and to be smokers. They were less likely to follow vegetarian, low fat or special diets or use alternative therapies. Non‐consumers were more likely to hold pro‐nature universalistic values. This suggests that the use of this staple food is associated with demographic, behavioural and ideological domains. Their causal inter‐relationships require further investigation.
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