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This research has a purpose to learn about the preference and prospect of needs of granulated sugars to the MSME (Micro, Small, and Medium Enterprises) industries of foods and beverages in Surabaya City. Qualitative research type was used in this research. Subjects in this research are 3 informants which are the MSME Industries of Foods and Beverages; and 1 informant which is an active sugar producer. The analytic techniques used is this qualitative analysis are data reduction, display, and conclusion drawing/verification. The result of this research shows that the attribute of taste preference became a most important factor for consumers in buying sugar products with points in amount of 20. Then the second most important preference attribute is health with 19 points. Then followed with price as third most important attribute with 17 points. Physical looks attribute is placed in fourth most important with 15 points. Texture also earned 8 points as the fifth most important. And aroma as sixth most important with 7 points. The conclusion in this research is the most important attribute in influencing consumer-s preference of MSME Industries of Foods and Beverages in choosing sugar products such as sweet tastes, healthiness (natural sugar material), the prices appropriate to its- product quality, physical performance such as colour and the brand of sugar, the texture of the sugar which shapes as soft granules, and neutral sugar aromas. The sixth of the preference attribute ease the consumers in deciding the decisions for the next purchases.