Our paper tries to solve questions related to fruit production potential in market economy and evaluate the production process of different fruits, their consumption, price and cost patterns. In our analysis we conclude that only 40-60 % of fruit production potential in Slovakia is used. Our founding that labour costs represent 29.1 % of total costs is based on indicators like operating costs. The labour costs could be reduced through rational distribution of working time and increasing labour productivity. Operating costs could be reduced by introducing varieties resistant to different diseases and insects. Reduced operating costs would create the necessary room for producers to increase their competitiveness.