Abstract: Based on data from a survey on consumers in Nanjing, this paper analyzed consumers' awareness on fortified food.Binary Logistic regression model was used to identify the main factors that influence consumer purchase behavior on fortified foods.Consumers had low level of awareness on fortified foods and low trust on the additive in fortified foods.However, they had a higher degree of health concerns.Demographics, such as education, health status, family structure, family monthly net income, product factors, attitudinal factors, health, motivation and market factors, had significant impacts on consumers' purchasing behavior.