Pineapple (Ananas comosus) is a tropical fruit with exceptional juiciness, vibrant tropical flavors and immense health benefits. Most countries produce the fruit primarily for fresh fruit markets and the processing industry where it can be utilized for making pineapple juice. Due to the short shelf life of the fruit, most traders have resorted to making of pineapple juice. This study therefore sought to assess consumer demand and preferences of pineapple juice, a case of markets in Kampala city. The study specifically characterized pineapple juice preference and consumption and also assessed the determinants for demand for pineapple juice. The study was a survey and it adopted a cross-sectional study design with quantitative and qualitative data collection and analysis methods. The study was conducted in 2 purposively selected markets in Kampala city. The target populations were pineapple juice traders and pineapple juice consumers in the selected market centers. The researcher randomly selected 40 pineapple juice traders. From each of the traders selected, 3 consumers were then generated randomly making a total of 120 pineapple juice consumers. Data was collected with the aid of questionnaires that comprised of both open and closed ended questions. The information collected was coded and analyzed using statistical package for social scientists. Descriptive statistics were used for objective one while for the second objective, regression analysis was carried out. The study found out that most of the pineapple juice consumers in Kalerwe (73.3%) and Nakawa (71.7%) markets were females. A similar trend was observed among traders were the majority in Nakawa (65%) and Kalerwe (70%) were they were females. Atleast half of the consumers (50% and 50% respectively) did consume pineapple juice on a daily. In Kalerwe market, 31.7% of the consumers consumed between 0-3 litres monthly while in Nakawa, the majority (31.7%) consumed atleast between 4-6 litres per month. The study further realized that most consumers in Kalerwe (51.7%) would consume pineapple juice during lunchtime while those within Nakawa markets (51.7%) had no specific time of consumption of pineapple juice. The results also showed that in both markets (Kalerwe and Nakawa), demand for pineapple juice is positively influenced by the lifestyle (Beta = .000), health (Beta = .038), habit (Beta = .034) and also thirst (Beta = .100). Basing on the findings of the study, it was herein recommended that further studies along the same field be embarked on but with a widened geographical coverage and sample size for a more valid generalized conclusion to be drawn.

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