Abstract: The present investigation aimed at the importance ranking of the sensory properties of orange juice among the consumers with age between 18 and 36. A questionnaire was presented to a panelist with food research background. Two juice samples were presented, one was juice beverage with about 10% juice content, and the other was pure juice with 100% juice content from concentrated orange juice. The paired comparison test showed that the panelist prefers to consume the juice beverage. Moreover, the ranking test further showed that appearance is of lesser importance than taste, aroma and color.

Key words: orange juice, sensory properties, importance, investigation