The study examines the recent changes in per capita consumption of apples and exotic fruits focusing on the competition between the two fruit categories. In particular, the per capita consumption of apples declined from about 21 kg in 2004 to about 15 kg in 2012, while the consumption of exotic fruit increased from about 9 kg to kg in 2005 to 12.5 kg in 2012. The examination stresses the inadequacy to analyze consumption using the concept of “an average household” because the concept does not reflect the potential differences in households with inadequate fresh fruit consumption such as families with a large number of children. Using GUS data for the period 2008-2012, the paper illustrates the differences in the consumption of both fruit categories according to households classified applying demographic and socio-economic characteristics. Graphic presentation of per capita consumption volume and statistical test results show the large differences in the consumption of apples, the primary domestic fruit, and imported fruits. Poland’s apple growers, fruit importers, distributors and retailers as well as public health agencies are offered insights useful in making decisions about apple promotion, marketing strategies and consumer education programs.