High-calcium milk" products are innovative products which currently become popular among all age and gender; however, previous studies mostly concentrated in the consumption behavior in female even though male also need calcium. This study aims at exploring consumer behavior and characteristics of male regarding high-calcium milk consumption. The research was conducted in Bangkok targeting at 341 men aged 18 and up. The results showed that majority of them bought the product more than once a week with more than 100 Baht for each purchase. UHT milk is the most popular among all categories and convenience stores are the channels most consumers bought the products from. Consumers who are at the middle to old age, single or married performed higher purchase frequency than those who are young, divorced or widower; while consumers with high income or married consumers showed larger amount of purchase than those of low to moderate income, having single, divorced, or widower status. Product quality, safety, benefits, freshness, and nutrition labeling were the important factors considered.