Knowing buyers' preferences and behaviors is a key factor of contributing to success of every business. Effective marketing requires precise segmentation, according to which a personalized market offer is consumers group. The k-means method is a research method that can be the basis for segmentation of buyers as it reflects consumer responses to individual variants or attributes of products. The purpose of the publication is to present the possibilities of application of the k-means method in the segmentation procedure in the food market.