Nowadays vehicles committed to the distribution of goods in urban areas are a significant load on transport infrastructure in terms of congestion, accidents, noise and air pollution. We can no longer think about intervening through the construction of infrastructure: sooner or later the new infrastructure will be congested, and externalities will increase with traffic growth. It should, however, point to a careful examination of the structural factors of mobility, ie the understanding and reading of demand, rather than focusing exclusively on the offer. Analysis of mobility demand, and therefore trends and characteristics of the entities that actually move and produce mobility, is essential to deal with the best management of a transport system and, at the same time, of a territory. The paper provides a review of freight transport demand models for applications in urban areas. A methodology for evaluating freight transport in medium-sized cities is proposed in order to enable the determination of the quantity of goods handled, distinguished by type, and the number of vehicles used for this purpose. In this paper the focus is on the fruit and vegetable sector and a survey method for an urban area of medium size is illustrated. The data collected made it possible to calibrate models to estimate the demand for freight transport in urban areas.