Consumer behavior is an interdisciplinary science on which markets base their understanding of the decision-making process of purchasing, purchasing itself and post-market processes on the consumer’s side. Market segmentation is the process that divides consumers into sub-groups based on some type of shared characteristics. A family is the most important and profitable segment of society, which contains numerous niches such as singles, families with small children, retired men and women. Therefore, the family is the most interesting sub-group to the creators of marketing activities who want to have insight into what makes family a specific consumer unit, anticipate the needs of family members, the role of each of the family members, and in particular, determine the person responsible for making purchasing decisions. Different trends affect the family as a consumer unit, such as later marriages or the small birth rate, and family can be viewed through the family's life cycle, which is divided into subgroups. The direct and indirect impact of family on buying is undoubtedly great, and this paper reviewed some of the assumptions concerning the family's impact on the purchase of food products, which is a great expense for any community - assumption that purchasing of such products is exclusively a woman’s decision, that children are big influencers on buying, and the assumption that families always choose a product that guarantees quality and provides a healthy lifestyle to their family members.