Spanish consumers have a strong preference for Iberian meat products, as they perceive them to be of extra sensorial and nutritional quality. The production of these meat products depends on multiple variables, such as genetics, livestock production systems and, above all, the feed provided. The aim of this paper is to study the preferences of Spanish consumers for the various types of Iberian dry-cured ham, analysing whether they are willing to pay the premium required by the highest-quality products. The methodological approach combined a sensory analysis and a choice-based conjoint experiment with obtained through tasting sessions in Extremadura (SW of Spain). Findings of the sensory test have shown that there are significant differences in odour, texture and taste, explained mainly by the type of feed pigs were fed. The main results of the choice experiment have also shown that the type of feed is the most preferred attribute by consumers, in line with the sensory analysis.