The rising demand for naturally fermented products highlights a shift in consumer behavior, with health-conscious individuals increasingly seeking minimally processed foods with natural ingredients. This study investigates consumer perceptions and preferences for naturally fermented savory biscuits, emphasizing how fermentation awareness, sensory expectations, and purchasing habits shape consumer choices. A structured online survey targeting a diverse Brazilian demographic was conducted to assess familiarity with fermentation, buying behavior, and sensory preferences. The methodology included descriptive statistical analysis, Tukey’s mean comparison tests, and Chi-Square adherence analysis to assess the influence of product attributes across consumer segments. Participants rated the significance of attributes such as product origin, fermentation time, and labeling claims in purchase decisions on a five-point Likert scale. Results show that 70% of consumers experience difficulty finding naturally fermented biscuits in regular markets, yet 66.7% value these products for their health benefits, rating "healthiness" as highly influential. Notably, 53% of participants prefer a "crisp and light texture," with 12% also favoring a "mildly acidic and distinctive flavor." Additionally, 52.5% prioritize a clean label product, and 55.4% regard nutritional value as crucial, with many consumers willing to pay a premium for quality, natural and clean labeling, and products free from artificial additives. These insights suggest that marketing strategies should emphasize clean labels, health benefits, and transparency to appeal to premium consumer segments. Moreover, focusing on sensory aspects like texture and flavor, alongside improving availability in mainstream retail locations, may address accessibility challenges and better align with consumer expectations. Naturally fermented savory biscuits present a promising opportunity within health-conscious markets. Expanding accessibility and implementing educational campaigns on the benefits of natural fermentation could drive market growth, meeting evolving consumer preferences for high-quality, functional foods.