In order to guide strawberry breeders, consumers' preferences and attitudes regarding fruit traits and cultivation practices were investigated. Differences and similarities between consumers of different age and gender were also explored. Consumer data from a total of 176 Swedish respondents showed that the most important factors influencing the consumers' preferences were the characteristic flavour of the woodland strawberry, the sweetness and the naturalness. Regarding visual appearance, it was shown that colour intensity, roundness and seed density could explain why the consumers' preferences for the fruits varied. These results may guide the breeding of new strawberry cultivars in the future.