This review discusses the physiological aspects of the ripening of juicy fruits in relation to the problem of extending the shelf life of horticultural products. The achievements of molecular biology in the field of genetic regulation of plant quality formation processes are used. Particular attention is paid to the hormonal regulation of the accumulation of nutrients and biologically active substances in fruits. The role of ARF/IAA and DELLA receptor proteins in the interaction of auxin and GA signalling pathways during the growth of tomato, strawberry, and grape fruits is demonstrated. The involvement of DELLA proteins in integrating the function of other phytohormones – cytokinin, ethylene, abscisic acid, brassinosteroids and jasmonic acid – is noted. Evidence is presented for the interaction of cytokinin with auxin and GA in the regulation of early development and fruit size. The combination of transcription factors and epigenetic modifications during fruit development and senescence is considered. The involvement of mechanisms of senescence and loss of fruit shelf life in the absence of external signs is shown. The ripening characteristics of climacteric and nonclimacteric fruits are considered. One of the key regulators of the ripening process in both climacteric and non-climacteric fruits is the MADS domain transcription factor RIPENING INHIBITOR (RIN). The regulation of non-climacteric fruit ripening is reviewed using grape and strawberry as examples. Special attention is paid to growth processes, water exchange, photosynthesis, primary and secondary metabolism of developing and ripening fruits. The formation of integuments and cell walls as a structural basis for the physical properties of products is considered. Promising methods of using regulators of vital processes in the post-harvest period to slow down the fruit senescence are given. Increased knowledge of genetic, hormonal and metabolic networks opens up broad prospects for improving and maintaining the quality of fleshy horticultural products.