The study investigates separately demand characteristics of consuming healthy food such as fresh fruit and vegetable (FV) based on the 2003/2004 Nigeria Living Standard Survey (NLSS) data. It uses the double-hurdle model that allows the analysis of both the decisions to consume and the demand for FV to differ. The empirical results show that an average household in the sample considered the demand for FV to be luxury good. But a closer look at the results across income groups show that households in the low and high-income groups considered the demand for fresh fruit to be necessity and luxury goods, respectively, while all households irrespective of which income groups they belong considered the demand for fresh vegetable to be luxury good in the study. Our results also imply that the demand for FV is higher among households with younger members, compared to households with older members. Regional differences in the demand for FV are also evident in the study.