Consumers are increasingly concern about their health and therefore, fruits are being considered an important healthy food product. However, the consumption of fresh fruits in the last years remains constant or decreases slightly. This trend can be due to the increasing consumers’ demand for convenience. Then, a convenience and enjoyable way to take advantage of the fruit benefits is taking fruit juices, therefore, the consumption of juices is increasing. In this environment, fruit agri-food companies supply fruit juice that claim not to come from concentrated, in other words, to be natural. The aim of this paper is to assess consumers’ preferences for the attribute “natural”. To reach this objective a personal interview to consumers was undertaken in Zaragoza in April 2010. To estimate the willingness to pay for two pear juice attributes (natural and region of origin) a choice experiment was used. Results indicated that the maximum willingness to pay for a natural pear juice is 0.77 €/litre. On the other hand, the maximum willingness to pay for a pear juice produced in the region (Aragon) is 0.27 €/litre.