The goal of public breeding programs is to develop and disseminate improved varieties to farmers. This strategy aims at providing farming communities with superior crop varieties than they are growing. However, the strategy rarely considers the needs and preferences of farmers, especially gendered preferences, failing to solve real field problems by addressing the differences and inequalities prevalent in the farming communities. Our research examines how personal, household, agronomic and ecological characteristics of wheat growers in Bihar, India’s eastern Indo-Gangetic Plains, affect women and men’s wheat trait choices. Data were obtained from 1,003 households where both male and female respondents from the same household were interviewed. We accounted for 23 traits of wheat from a careful assessment of production, environment, cooking quality, market demand, and esthetic criteria. Binomial logistic regression was used to determine women’s and men’s trait preferences. The results imply that gender influences the preferences of wheat traits. Some traits are favored by both women and men, however, in other instances, there are striking disparities. For example, men choose wheat varieties that are well adapted to extreme climate conditions, have a higher grain yield, and produce chapati with a superior taste, while women prefer wheat types with superior chapati making quality, higher grain yield, and high market prices. Other socioeconomic, agronomic, cultural, and geolocational factors have a considerable impact on trait preferences. These human dimensions of traits preferred by women and men farmers are important for trait combinations to develop breeding product profiles for certain market segments.