China's ever increasing demand for agricultural products provides new opportunities for both domestic and foreign food companies. With Western‐style products becoming increasingly popular across China, more information is needed to better evaluate the future market opportunities of different juice products. In this regard, we investigate Chinese consumer perception, knowledge, and willingness‐to‐pay for different types of orange juice products. Results show that Chinese consumers have limited knowledge of juice products, especially for Western‐style juices. Although consumers are willing to pay more for products with higher juice content, 10% orange juice drink will probably continue to dominate the orange juice product market in China unless there is a significant drop in the price of 100% not from concentrate orange juice. Consumers with better knowledge of juice products, females, and those with higher income are more likely to be willing to pay more for 100% not from concentrate orange juice. [EconLit citations: C34, D12, M31].