Although avian color preferences have been studied and documented in controlled experiments, they have not been demonstrated under natural conditions in most cases. We hypothesized that avian fruit choice reflects intraspecific variation in fruit characteristics other than color, rather than fruit color differences. By planting one Ilex serrata Thunb. (red form) and one I. serrata forma leucocarpa Beissner (white form), which produce red and white fruits, respectively, at each of five points, we examined the proportion of fruits removed per tree and fruit choice by three avian species based on fruit color and other fruit characteristics. The proportion of fruits removed increased with pulpy sugar concentration and fruit diameter, but it did not differ between fruit colors. The main foragers, resident brown-eared bulbuls Hypsypetes amaurotis, consumed fruits regardless of color, but correspondingly to fruit removal, and appeared to base their fruit choice on pulpy sugar concentration and fruit diameter rather than on color. In contrast, the minor foragers, migrant Daurian redstarts Phoenicurus auroreus (Pallas) and Siberian bluechats Tarsiger cyanurus (Pallas), tended to choose red fruits and were possibly attracted by them. In conclusion, fruit removal per tree reflected individual variation in fruit profitability more strongly than differences in fruit color, even though the individual variation was not remarkable. The importance of color in fruit choice differed based on species, residency status, and major/minor foragers.