Introduction. The aims of our study were to evaluate the genetic diversityin flavor attributes of and preferences for fresh pomegranate arils. Materials andmethods. Experiments were conducted with fresh arils extracted from 18 distinctpomegranate varieties within the Israel Pomegranate Breeding Collection of the ARO.Consumer flavor acceptance tests were conducted at a commercial supermarket branch, anddescriptive flavor analysis tests were conducted by a trained sensory panel. Resultsand discussion. Consumer flavor acceptance tests revealed wide diversity in theflavor preferences for various pomegranate varieties. Further descriptive flavor analysistests revealed that arils from highly preferred varieties were characterized by highsweetness, moderate to low acidity levels, rich red wine and pomegranate fruity odors, lowbitterness and astringency, and soft seeds. In contrast, arils from the least preferredvarieties were either too sour or bitter, had low red wine and pomegranate fruity odors,or had very hard seeds. Furthermore, all “sour” varieties tested (acid content ≥ 1.8%)received low sensory preference scores, whereas “sweet-sour” and “sweet” varieties (acidcontents 0.7–1.8% and £ 0.7%, respectively) achieved variable flavor preference scores.Overall, it is suggested that pomegranate flavor preference derives mainly from highsweetness, low to moderate acidity, rich red wine and pomegranate fruity odors, and softseeds.