Juices and fruit nectars are an important segment of the beverage market in Brazil. The aim of this study was to analyze and characterize the profile of consumers of ready-to-drink juices and fruit nectars. A semi-structured questionnaire was applied to 389 patrons, intentionally and conveniently, when they approached the shelves. The chi-square test was applied to associate sociodemographic variables and consumption profile of the beverages with the type of establishment. Logistic regression models were developed to evaluate the variables associated with nectar acquisition. The level of education and knowledge about the beverages were significantly related. Practicality was the main reason that led respondents to consume these drinks, followed by quality and price, with the latter being associated with the level of education. Nectar was the most purchased option, and this choice was associated with increasing age and education, price and practicality. The consumption of juices and nectars with no added sugar was lower compared with traditional beverages. The information in the labels of these beverages was not sufficiently clear, for most of the participants. The most mentioned brand by the interviewed was the one with better sensory preference, regardless of flavour and the blinded or informed analysis.