Low-dose aspirin (LDA; 100mg), indicated as an antiplatelet for prevention of cardiovascular (CV) events, has been found to have preventative effect on colorectal cancer (CRC). This study assessed heterogeneity in patient preferences for efficacy including CV and CRC prevention, as well as safety outcomes associated with LDA in primary and secondary prevention of CV events in Italy. Individuals in Italy eligible for LDA treatment completed a discrete choice experiment (DCE) to elicit preferences for LDA benefits (myocardial infarction prevention, ischaemic stroke and CRC) and risks (gastrointestinal bleeding, peptic ulcer, intracranial bleeding and severe allergic reaction). Participants were divided into primary prevention cohort (PPC) and secondary prevention cohort (SPC) which were analysed separately using latent class logit models. A total of 1,005 participants completed the DCE of whom 49% were in PPC. Mean age was 62.4 years and most respondents were overweight (mean body mass index=26.6 kg/m2) with low education (76%). The best fit was a 4-class model for the PPC and a 3-class model for the SPC. A class of patients (26% of PPC), characterized by having a type 2 diabetes and current use of LDA, especially valued myocardial infarction (relative attribute importance [RAI]=35%) and ischaemic stroke (RAI=29%) whereas a class of patients (18.3% of PPC), characterized by younger age and a low propensity of having type 2 diabetes and past use of blood pressure lowering drug, tended to value CRC prevention (RAI=25%). A class of patients (37% of SPC), characterized by relatively younger age, having a smoking history, being physically inactive and having many CV comorbidities, tended to value intracranial hemorrhage (RAI=31%) and gastrointestinal bleeding (RAI=31%). Italian patients have heterogenous preferences for benefits and risks of LDA. There exists a strong relationship between patients' characteristics like age, LDA use, CV comorbidities, and treatment preferences.