The purpose of this study is grasping the changes of household behavior on fruit purchasing and presenting an implication with the direction for production and shipping in Korea. The items on this study are apple, pear, citrus, sweet persimmon, orange imported, and grape imported. This analysis was practiced by comparing the results of consumer's survey with those of pre-conducted surveys. The survey shows that the proportion of buying fruits at big discount stores is largely increased and consumers have a top priority to sweet-level quality over the price. As a result, it is forecasted that the future demand for fruits will be decided by quality such as sweet-level, freshness, etc. To raise the demand of domestic-produced fruits and improve competitiveness to stand comparison with fruits imported, it is need to be considered improving of quality of sweet-level and changing of commodity shipping systems to the consumer-preferred.