In spite of the enormous benefits of fruits and vegetables, studies have shown that their consumption in Nigeria is far below the recommended daily intake therefore, this study investigated the factors influencing the demand for fruits and vegetables among households in rural and urban South-western Nigeria. Data were sourced from 152 rural and 259 urban households, respectively with the aid of a semi-structured questionnaire and were analysed using descriptive statistics and the quadratic almost ideal demand system model. Household size and location, sex and years of education of household heads influenced the demand for fruits and vegetables. Both rural and urban households considered the demand for fruits and vegetables to be luxury goods. Rural households were more responsive to changes in own-prices of fruits and vegetables than their urban counterpart. Fruits and vegetables were “net substitutes” in the rural and “complements” in the urban.