Market segmentation involves identifying homogeneous groups of consumers who behave differently in response to a given marketing strategy than other groups. The purpose of this article is to exercise the possibility of using statistical methods of clustering end-users and to introduce advantages that such methods bring in comparison to traditional methods. We applied statistical methods to group customers into segments according to similarities in usage of health strengthening food supplements, attitudes about health and impulsiveness, based on data from a simple random sample of 241 consumers. Some interesting points and problems encountered are discussed.