Parallel to world trends, the fruit juice sector in Turkey shows an upward inclination. Within the diverse product range of beverages, consumers are beginning to purchase fruit juices increasingly. The fruit juice sector's development, along with an increasing trend of consumption; makes the observation of consumer attitudes important. The increase expectation demonstrates the development potential of this sector which has 13 liters per capita of fruit juice consumption annually.This study was focused on determining the factors impacting households' attitudes towards fruit juice consumption in urban areas. The Factor Analysis was used for evaluating the data which were obtained from 1152 households by face to face interviews in Turkey. The concluding factors which have restrictive or supportive effects on the orientation of fruit juice products were; the knowledge level about the products, consumption benefit perceptions, advertising activities, slogans aimed at increasing consumer awareness, the consumption level of alcoholic and soft drinks, and fresh fruit and vegetable consumption habits.