We evaluated the difference about industrialized orange juice perception among consumers that studied food technology/science/engineering (food experts) and lay consumers. The research used online questionnaires (blind and informed about processes/products characteristics) with check-all-that-apply (CATA) test. Results showed that food experts and lay consumers have the same concept about fresh squeezed orange juice and about powdered drink mix. On the other hand, the term "industrialized juice" and the samples "not from concentrated" (pasteurized) and "ultra-high temperature" (sterilized) were associated to durability and process characteristics for food experts, and to depreciatory terms by lay consumers. Better evaluation of this samples were observed in informed questionnaire, highlighting that correct information allows consumers to make more conscious choices about their juices.