In a fractional coloring, vertices of a graph are assigned subsets of the [0, 1]-interval such that adjacent vertices receive disjoint subsets. The fractional chromatic number of a graph is at most k if it admits a fractional coloring in which the amount of "color" assigned to each vertex is at least 1/k. We investigate fractional colorings where vertices "demand" different amounts of color, determined by local parameters such as the degree of a vertex.