FORM 10-Q

                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


[X]  Quarterly report pursuant to Section 13 or 15(d) of the Securities Exchange
     Act of 1934 for the period ended January 18, 1998; or

[ ]  Transition  report  pursuant  to Section  13 or 15(d) of the  Securities
     Exchange Act of 1934 for the transition period from ____ to_______.


Commission File Number:  0-19797


                            WHOLE FOODS MARKET, INC.
             (Exact name of registrant as specified in its charter)

   Texas                                                       74-1989366
(State of                                                    (IRS employer
incorporation)                                         identification no.)

   601 N. Lamar
   Suite 300   
   Austin, Texas                                                   78703
(Address of principal executive offices)                       (ZIP Code)

               Registrant's telephone number, including area code:
                                  512-477-4455

     Indicate  by check mark  whether the  registrant  (1) has filed all reports
required to be filed by Section 13 or 15(d) of the  Securities  Exchange  Act of
1934  during  the  preceding  12 months  (or for such  shorter  period  that the
registrant was required to file such reports),  and (2) has been subject to such
filing requirements for the past 90 days:

                  Yes  X                                          No

     The  number of shares  of the  registrant's  common  stock,  no par  value,
outstanding as of January 18, 1998 was 25,985,000 shares.




                          PART I. FINANCIAL INFORMATION

Item 1.  Financial Statements

                    WHOLE FOODS MARKET, INC. AND SUBSIDIARIES
                CONDENSED CONSOLIDATED BALANCE SHEETS (Unaudited)
                     January 18, 1998 and September 28, 1997

(In thousands, except share data)

                                                           1998            1997
                                                         ----------------------
ASSETS
Current assets:
   Cash and cash equivalents                             $   4,569    $  13,395
   Marketable securities                                      --          1,089
   Merchandise inventories                                  73,690       64,838
   Accounts receivable and other                            47,351       34,571
                                                         ----------------------
     Total current assets                                  125,610      113,893
                                                         ----------------------

Net property and equipment                                 248,891      228,215
Excess of cost over net assets acquired, net                35,219       35,577
Other assets                                                28,505       21,993
                                                         ----------------------
                                                         $ 438,225    $ 399,678
                                                         ======================

LIABILITIES AND SHAREHOLDERS' EQUITY
Current liabilities:
   Current installments of long-term debt                $     779    $   1,171
   Trade accounts payable                                   36,073       30,900
   Accrued expenses and other                               55,101       45,201
                                                         ----------------------
     Total current liabilities                              91,953       77,272
                                                         ----------------------
                                                                     
Long-term debt, less current installments                   90,475       92,673
Other long-term liabilities                                 29,477       24,268
                                                         ----------------------
     Total liabilities                                     211,905      194,213
                                                         ----------------------
Shareholders' equity:
   Common stock, no par value, 50,000,000 shares
     authorized; 25,985,000 and 24,453,000
     shares issued and outstanding                         201,997      192,514
   Unrealized loss on securities available for sale           --           (125)
   Retained earnings                                        24,323       13,076
                                                         ----------------------
     Total shareholders' equity                            226,320      205,465
                                                         ----------------------

                                                         $ 438,225    $ 399,678
                                                         ======================


See accompanying notes to condensed consolidated financial statements.





                        WHOLE FOODS MARKET, INC. AND SUBSIDIARIES
                   CONDENSED CONSOLIDATED INCOME STATEMENTS (Unaudited)

(In thousands, except per share data)


                                                         Sixteen weeks ended
                                                       January 18    January 19
                                                         1998           1997
                                                       ------------------------

Sales                                                  $ 407,788     $  312,584
Cost of goods sold and occupancy costs                   272,036        213,137
                                                       ------------------------

Gross profit                                             135,752         99,447

Selling, general and administrative expenses             111,904         87,065
Pre-opening and relocation costs                           1,065          1,604
Merger expenses                                            1,699           --
                                                       ------------------------
                                                 
Income from operations                                    21,084         10,778
Interest expense                                           1,998          1,762
Investment and other income                                   (6)          (179)
                                                       ------------------------

Income before income taxes                                19,092          9,195
Income taxes                                               7,064          3,207
                                                       ------------------------

Net income                                             $  12,028      $   5,988
                                                       ------------------------


Basic earnings per share                               $    0.46      $    0.25
                                                       ------------------------

Weighted average common shares outstanding                25,913         24,085
                                                       ------------------------

Diluted earnings per share                             $    0.44      $    0.24
                                                       ------------------------

Shares applicable to diluted earnings                     27,523         24,971
                                                       ------------------------



See accompanying notes to condensed consolidated financial statements.








                    WHOLE FOODS MARKET, INC. AND SUBSIDIARIES
           CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS (Unaudited)


(In thousands)
                                                           Sixteen weeks ended
                                                          January 18  January 19
                                                             1998        1997
                                                          ---------------------

Net cash flow from operating activities                   $  22,022   $  13,552
                                                                         
Cash flow from investing activities:
   Acquisition of property and equipment                    (24,648)    (19,852)
   Acquisition of leasehold rights                           (2,555)     (1,816)
   Other                                                       (845)       (501)
                                                          ---------------------
     Net cash flow used by investing activities             (28,048)    (22,169)
                                                          ---------------------
Cash flow from financing activities:
   Net proceeds from bank borrowings                          9,000      15,000
   Payments on long-term debt                               (21,048)       (334)
   Proceeds from issuance of common stock                     9,194         757
   Cash acquired in pooling-of-interests                         54        --
                                                          ---------------------
     Net cash flow from (used by) financing activities       (2,800)     15,423
                                                          ---------------------

Net increase (decrease) in cash and cash equivalents         (8,826)      6,806
Cash and cash equivalents at beginning of period             13,395       3,997
                                                          ---------------------

Cash and cash equivalents at end of period                $   4,569   $  10,803
                                                          =====================
                                                         



See accompanying notes to condensed consolidated financial statements.






                    WHOLE FOODS MARKET, INC. AND SUBSIDIARIES
              NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS
                                January 18, 1998
                                   (Unaudited)

1.   Basis of Presentation

The accompanying unaudited condensed financial statements of Whole Foods Market,
Inc.  and  subsidiaries  ("Company")  have  been  prepared  in  accordance  with
generally accepted  accounting  principles for interim financial  statements and
with the  instructions  to Form 10-Q and Rule 10-01 of  Regulation  S-X.  In the
opinion of management, all adjustments, consisting of normal recurring accruals,
considered  necessary  for a  fair  presentation  have  been  included.  Certain
information  and  footnote  disclosure  normally  included  in annual  financial
statements prepared in conformity with generally accepted accounting  principles
have been  condensed  or omitted  pursuant to the rules and  regulations  of the
Securities  and  Exchange  Commission.  For  further  information,  refer to the
consolidated   financial  statements  and  footnotes  thereto  included  in  the
Company's  Annual  Report on Form 10K for the fiscal  year ended  September  28,
1997.

The Company's fiscal year ends on the last Sunday in September. The first fiscal
quarter is sixteen  weeks,  the second and third  quarters each are twelve weeks
and the fourth quarter is twelve or thirteen weeks

2.   Business Combination

In December  1997, the Company  acquired  Allegro  Coffee  Company,  a specialty
coffee  roaster and  distributor  based in Boulder,  Colorado for  approximately
175,000  shares of Company stock.  Also in December  1997, the Company  acquired
Merchant of Vino, which operates four  gourmet/natural food supermarkets and two
specialty wine and gourmet food shops in the greater Detroit  metropolitan area,
for  approximately  1.1 million shares of Company stock. The  acquisitions  were
accounted for using the pooling-of-interests method. Due to the immateriality of
these  financial   statements  of  these  acquired  entities  to  the  Company's
consolidated  financial statements,  financial information for the periods prior
fiscal 1998 will not be restated. An adjustment to increase retained earnings by
approximately $2.1 million has been recorded to include results of operations of
these acquired entities prior to the combination in these financial  statements.
Revenue and results of operations of these acquired entities for the period from
September  29, 1997  through the dates of  acquisition  are not  material to the
combined results.

3.   Earnings Per Share

The  Financial  Accounting  Standards  Board has issued  Statement  of Financial
Accounting  Standards  No.  128,  "Earnings  per  Share"  (SFAS  128),  which is
effective for financial  statements issued for periods ending after December 15,
1997, including interim periods. Earlier application is not permitted. Effective
September  29,1997,  the Company has  adopted on a  retroactive  basis SFAS 128,
which  establishes  standards for computing  and  presenting  earnings per share
("EPS").  This statement  requires dual presentation of basic and diluted EPS on
the face of the income  statement for entities with complex  capital  structures
and requires a reconciliation  of the numerator and denominator of the basic EPS
computation  to the numerator and  denominator  of the diluted EPS  computation.
Basic EPS excludes the effect of potentially  dilutive  securities while diluted
EPS reflects the  potential  dilution  that would have occurred if securities or
other contracts to issue common stock had been exercised, converted, or resulted
in the issuance of common  stock.  Earnings per share for all periods  presented
has been  restated to reflect the adoption of SFAS 128. The adoption of SFAS 128
did not have a material effect on the Company's financial statements. Income, or
the numerator in the  calculation  of earnings per share,  was the same for both
the basic and diluted earnings per share in both periods presented.

                                                                     (continued)




3.   Earnings Per Share, continued

A reconciliation of the denominators of the basic and diluted earnings per share
calculations follows (in thousands):




                                                                            Sixteen weeks ended
                                                                         January 18     January 19
                                                                            1998             1997
                                                                         ------------------------
                                                                                         

   Weighted average common shares outstanding applicable to
     basic and diluted earnings per share                                  25,913          24,085

   Additional shares deemed outstanding from the
     assumed exercise of stock options                                      1,610             866
                                                                         ------------------------

   Shares applicable to diluted earnings                                   27,523          24,971
                                                                         ========================



Options to  purchase  125,000  shares of common  stock were not  included in the
computation of diluted earnings per share for the period ended January 18, 1998,
because  to do so  would be  antidilutive.  Subsequent  to the end of the  first
quarter,  the  Company  issued a private  offering  of zero  coupon  convertible
subordinated  debentures which resulted in gross proceeds to the Company of $100
million as discussed in Note 5.

4.   Recent Pronouncement

The  Financial  Accounting  Standards  Board has issued  Statement  of Financial
Accounting  Standards No. 131,  "Disclosures about Segments of an Enterprise and
Related  Information"  (SFAS 131),  which is effective for financial  statements
issued for periods beginning after December 15, 1997. The Company plans to adopt
SFAS 131 in fiscal year 1999. This statement establishes standards for reporting
information about operating segments in annual financial statements and requires
selected  information  about  operating  segments in interim  financial  reports
issued to shareholders.  It also establishes  standards for related  disclosures
about products and services,  geographic areas and major  customers.  Under SFAS
131,  operating  segments  are to be  determined  consistent  with  the way that
management organizes and evaluates financial  information  internally for making
operating  decisions and assessing  performance.  The Company has not determined
the impact of the adoption of this new accounting  standard on its  consolidated
financial statements.

5.   Subsequent Event

Subsequent  to the end of the  first  quarter,  the  Company  issued  a  private
offering under Rule 144A of the  Securities Act of 1933, as amended,  of 5% zero
coupon convertible subordinated debentures with no sinking fund requirements and
a scheduled  maturity  date of March 2, 2018.  This  offering  resulted in gross
proceeds to the Company of $100 million (excluding  over-allotment  option). The
debentures are  convertible at the option of the holder,  at anytime on or prior
to maturity,  unless previously redeemed or otherwise purchased.  The debentures
have a conversion rate of 5.320 shares per $1,000  principal  amount at maturity
initially  representing  a conversion  price of  approximately  $70 per share of
common stock, or approximately  1,429,000 shares.  Debentures may be redeemed at
the option of the  holder on March 2,  2003,  March 2, 2008 or March 2, 2013 for
purchase price equal to issue price plus accrued original issue discount to such
dates. Subject to certain limitations,  the Company, at its option, may elect to
pay this  purchase  price in cash,  shares  of common  stock or any  combination
thereof.  Debentures may also be redeemed in cash at the option of the holder if
there is a change in  control  at  purchase  prices  equal to issue  price  plus
original issue discount to the date of redemption.  Subsequent to March 2, 2003,
the debentures are redeemable at the option of the Company for cash, in whole or
in part, at redemption  prices equal to issue price plus accrued  original issue
discount to date of redemption.  The debentures are subordinated in the right of
payment to all existing and future senior indebtedness.




Item 2. Management's  Discussion and Analysis of Financial Condition and Results
     of Operations

RESULTS OF  OPERATIONS - Sixteen  weeks ended  January 18, 1998  compared to the
same periods of the prior year.

General
- -------
The Company reports its results of operations on a fifty-two or fifty-three week
fiscal year ending on the last Sunday in September.  The first fiscal quarter is
sixteen  weeks,  the second  and third  quarters  each are twelve  weeks and the
fourth  quarter is twelve or  thirteen  weeks.  In  December  1997,  the Company
acquired  Allegro  Coffee and  Merchant of Vino in  transactions  that have been
accounted for using the  pooling-of-interests  method. Results of operations for
the first fiscal quarter of 1998 include the results of these acquired companies
for the full  quarter.  Prior year  results  have not been  restated  due to the
immateriality of Allegro Coffee and Merchant of Vino financial statements to the
Company's consolidated financial statements.

Sales
- -----
Sales increased 30% for the first fiscal quarter  compared to the same period of
the prior  fiscal year due to new stores  opened and  acquired  since last year,
same store sales increases of  approximately  14.4% and an increase in net sales
at Amrion.  Current  comparable  store sales  increases  have been  greater than
historical  levels due to such factors as  increasing  sales in stores  acquired
from Fresh  Fields,  the  comparison  of sales from  stores  located in Southern
California  which were negatively  impacted in the prior year by the name change
from Mrs. Gooch's to Whole Foods Market, improvements in overall store execution
and increased sales of newly released private label products. Sales increases at
Amrion resulted from improved customer  acquisition programs and expanded retail
and mass market distribution programs.

Gross Profit
- ------------
Gross  profit  consists  of retail  sales  less  retail  cost of goods  sold and
occupancy costs, plus the net contribution from non-retail grocery  distribution
and food preparation  operations.  The Company's gross profit as a percentage of
sales for the sixteen weeks ended  January 18, 1998 was 33.3%  compared to 31.8%
for the same period of the prior year.  This increase  reflects  improved  gross
margins  as  stores  mature,   increased   national  buying  and  private  label
initiatives and continued improvement by new stores. Additionally,  gross profit
is positively  affected by continued  reductions in product cost as a percentage
of sales at Amrion resulting from increased in-house  manufacturing and improved
materials procurement.

Selling, General and Administrative Expenses
- --------------------------------------------
Selling,  general  and  administrative  expenses  in  the  first  quarter  as  a
percentage  of sales  decreased  to 27.4% from 27.9% for the same  period of the
prior year.  Direct store  expenses  decreased  as a percentage  of sales due to
reduced  store  expenses  for new stores as  compared  to  historical  new store
expenses and  reductions  in store labor costs.  Other  decreases in general and
administrative  expenses as a percentage of sales  reflect  increases in Company
sales without comparable increases in administrative staff.

Pre-Opening and Relocation Costs
- --------------------------------
Pre-opening  and  relocation  costs for the sixteen weeks ended January 18, 1998
relate to the opening of one new Company store in Brentwood,  California and the
relocation  of two stores,  San Antonio,  Texas and Evanston,  Illinois.  In the
prior  fiscal  year,  there were three new store  openings  in the first  fiscal
quarter. Subsequent to the end of the first quarter, two new Company stores have
opened in Boulder,  Colorado and Tempe, Arizona. Four new store openings and one
store relocation are scheduled for the remainder of the current fiscal year.






Interest Expense
- ----------------
Interest expense for the first quarter was approximately  $1,998,000 compared to
approximately  $1,762,000  for the  first  quarter  of the  prior  year,  net of
capitalized  interest.  Interest  expense  consists of costs related to the bank
line of credit and senior notes payable,  net of capitalized interest associated
with new store  development.  Interest  expense  related to the  second  quarter
issuance  of  $100  million  in  convertible  subordinated  debentures  will  be
partially  offset by interest  income  generated  from  investment of the excess
proceeds and the  elimination  of interest  expense  related to the bank line of
credit during the remainder of the fiscal year.

LIQUIDITY AND CAPITAL RESOURCES AND CHANGES IN FINANCIAL CONDITION

The Company  has  maintained  a bank  credit  agreement,  which  provides  for a
revolving line of credit of up to $100 million.  The amounts borrowed under this
agreement are convertible  into a four year term loan upon the expiration of the
revolving credit term on June 30, 1999. At January 18, 1998,  approximately  $50
million  was drawn  under  this  agreement.  Subsequent  to the end of the first
quarter all amounts  outstanding  under the bank line of credit  agreement  were
repaid with proceeds from the issuance of convertible  subordinated  debentures.
The  Company  intends to modify its bank line of credit  facility  to reduce the
amount  available  for  borrowing  and  delete  or  modify  certain  restrictive
covenants.  During the first fiscal quarter, the Company paid approximately $8.8
million  to retire  all  outstanding  debt of Allegro  and  Merchant  of Vino in
connection with those acquisitions.

Whole Foods Market's  principal  historical  capital  requirements have been the
funding of the  development  or  acquisition  of the new stores  and,  to lesser
extent, the resultant increase in the working capital requirements.  The Company
estimates that cash  requirements to open a new store will range from $3 million
to $12 million  (after  giving effect to any landlord  construction  allowance).
This  excludes new store  inventory of  approximately  $400,000,  a  substantial
portion of which is financed by the vendors of Whole Foods Market. Subsequent to
the end of the first  fiscal  quarter  the  Company has opened two new stores in
Boulder,  Colorado  and Tempe,  Arizona.  Four new store  openings and one store
relocation  are  scheduled  for the  remainder of the current  fiscal year.  The
Company has sixteen stores currently under development that are expected to open
during the next two fiscal years.  The Company  expects that cash generated from
operations,  proceeds from the issuance of convertible  subordinated  debentures
and  amounts  available  under  its bank line of credit  will be  sufficient  to
finance  this  expansion  and other  anticipated  working  capital  and  capital
expenditure requirements.

YEAR 2000 COMPLIANCE

Currently, there is a significant uncertainty in the software industry and among
software  users  regarding  the impact of the year 2000 on  installed  software.
Software database  modifications  and/or  implementation  modifications  will be
required to enable such  software to  distinguish  between 21st and 20th century
dates. The Company uses third-party system software,  some of which will need to
be modified or replaced in order to address year 2000 compliance. The Company is
continuing to evaluate the  activities  necessary to become year 2000  compliant
and,  although the  evaluation is ongoing,  currently  does not  anticipate  the
associated costs to be material.

RISK FACTORS

The Company  wishes to caution  readers that  inherent  risks and  uncertainties
including those listed in the Company's  Annual Report on Form 10-K for the year
ended September 28, 1997, among others,  could cause the actual results of Whole
Foods  Market to differ  materially  from  those  indicated  by  forward-looking
statements  made  in this  Quarterly  Report  on Form  10-Q  and  other  written
communications,  as well as oral  forward-looking  statements  made from time to
time by representatives of the Company. Except for historical  information,  the
matters  discussed in such oral and written  communications  are forward looking
statements  that involve risks and  uncertainties,  including but not limited to
general business conditions,  the timely and successful  development and opening
of new or relocated  stores,  the impact of competition  and other factors which
are often beyond the control of the Company.








Item 3.  Quantitative and Qualitative Disclosures About Market Risk

         Not applicable

PART II. OTHER INFORMATION

Item 6.  Exhibits and Reports on Form 8-K

(a) The following exhibit is filed with this report:

         Exhibit 27  Financial Data Schedule

(b) The Company  did not file any reports on Form 8-K during the fiscal  quarter
ended January 18, 1998.









SIGNATURE

Pursuant  to the  requirements  of the  Securities  Exchange  Act of  1934,  the
registrant  has duly  caused  this  report  to be  signed  on its  behalf by the
undersigned thereunto duly authorized.

                                                    Whole Foods Market, Inc.
                                                    ------------------------
                                                    Registrant


Date:  March 4, 1998                                /s/ Glenda Flanagan
                                                    ------------------------
                                                    By:   Glenda Flanagan
                                                    Glenda Flanagan
                                                    Vice President and
                                                    Chief Financial Officer
                                                    (Duly authorized officer and
                                                    principal financial officer)