The increase in industrial production of fruit pulp on the domestic market is notorious, and most of this is for the production of frozen pulp. The development of this sector is due to the fact that its commercialization presents itself as a low-cost alternative that provides fruit for all social strata all year round. In this context, the aim of this study was to analyze the quality and preference of pulps from the point of view of consumers in the Paraiba hinterland through random interviews in supermarkets at the time of purchase. Among the main findings was the identification of the quality of the fruit pulps purchased and customer preference. There were also suggestions from customers for companies to develop improvement strategies in order to improve the quality of the fruit pulps produced and sold. It was concluded that the majority of customers were female, married, aged between 18 and 35, with an income of 1 minimum wage and complete secondary education. The results made it possible to understand that consumers are generally satisfied with the quality of the product they buy.