Objectives: The consumption of whole grains is widely recognised as healthy and included in several national dietary guidelines. Despite that, the consumption of whole grain products remains sub-optimal. Methods: We developed a questionnaire investigating perceptions of price, taste, positive and negative health effects, sustainability and versatility of whole grains and the consumption frequency of whole grain food products. This questionnaire was administered to a sample of 1,014 individuals in Northern Italy. Results: We observed an overall positive attitude towards whole grain products, especially in relation to positive health effects, versatility and taste, that resulted in strong drivers for whole grain consumption. Age, gender and educational level were identified as influences on whole grain perceptions, especially for taste and positive health effects. Respondents were clustered according to the attitudes they expressed. Conclusion: The characteristics of these clusters could be used to customise future nutritional education programmes.