The purpose of this study was to examine the consumer behavior of health foods in Taipei .A quantitative survey study was developed and the Computer-Assisted Telephone Interviewing System (CATI) was used to collect and analyze data. A total of 1804 subjects participated in the study. Descriptive statistics were computed for each variable and nonparametric tests were conducted to determine if health foods consumption patterns significantly differed in background variables. 30% of the consumers indicated that they have bought the health foods before, and among them still 46% of consumers are eating the health foods. Most of the consumers bought their "health foods" from drug stores and the average costs are under 3000 dollars. The results of the research show that different background variables have significant differences on consumer behavior of health foods. These findings can be provided for manufacturers of health foods to improve their promotion, and also for the government to enhance the quality of health foods management.