Abstract: The market demand for dairy products is expanding in the new consumer context,ushering in a boom in personalized dairy products consumption. With the development of dairy technology,dairy products with the label of “low sugar” and “no sugar” have been launched in the market,but are insufficient in competitive advantage. This paper explained the current development of dairy products with reduced sugar,and analyzed the transformation of consumer,consumption areas and technologies under the new consumption,identify the development opportunities brought about by it. And then this paper proposed recommendations of focusing on the consumption needs of target groups,strengthening the core competitiveness of products,and created in a multi-scene segmentation marketing model,with a view to the continuous innovation and sustainable and healthy development of the dairy products industry by grasping the current market demand.

Key words: new consumption, sugar reduction, dairy products, health