Abstract: In order to adapt to contradiction between people's growing needs for a better life and unbalanced and inadequate development，agricultural development has changed from total expansion to quality improvement.Based on statistical analysis of consumers' marginal propensity to consume main foods from a macro point of view，consumption of fruits and vegetables by using the first exponential smoothing method was forecasted.Influencing factors of consumer demand by using ordered multi-classification logistic model based on the survey data of 476 urban households in Urumqi was analyzed.Existing problems in the process of fruit and vegetable supply were found out from perspective of consumers，and some suggestions were put forward.It could provide scientific basis for local government to formulate vegetable supply guarantee strategy and planning，and also provide reference for study of agricultural products consumption.