The study was conducted to analyze the demand of fresh fruits in the Magalang, Pampanga public market. Most of the consumer-respondents were from Sto. Nino Magalang, within the age range of 21-30, mostly were female; most of them were single and married, earned college degrees, and had 10,001-20,000 in income. On the other hand, the majority of the vendors came from San Pedro 1. Their ages ranged from 19-69; the majority were female and are high schoo! graduates. Some were single, married, and widowed. Their income ranged from 1,000-10,000 and 10,001-20,000. Consumers frequently purchased apples, bananas, mangos, grapes, and oranges. In contrast, the pear was the least purchased fruit. Vendors frequently sold apples, oranges, grapes, pears, bananas, mangos, lemons, and melons. For the volume of consumption, apples have the highest daily volume of consumption, followed by bananas, and the least was pear. For vendors, bananas ranked | with the most quantity sold per kilo, and the least quantity sold was shared by pears and lemon. The majority of the consumer respondents considered the price of fruits, taste and preferences, and the quality of fruits. However, if asked about the most important factors, the quality of fruits was the top 1. For vendors, they considered the price of fruits, income, and availability. Based on the most factors considered, income and availability were their most considered. Regarding the hypothesis of the study, household size was found to have statistically significant results at the 10% level. It implies that for every additional household member, their fruit consumption increases, On the other hand, income and sex are not significant. The majority of the problems encountered by the consumers were the appearance and taste of fruits. While for vendors, it was fruits that got rotten because some consumers chose and picked without care, and consumers asked for discounts.