Abstract: With the advent of the new consumption era,consumers' demand for health and nutrition is getting higher and higher,Functional dairy products will also become the main force of the future dairy products market,and are favored by consumers. This paper was based on the literature report,combined with the current size of the industry market,detailed analysis of functional dairy products,analyzed and studied the three key factors of functional dairy products,it is concluded that the new consumption trend is mainly biased to zero sugar,high fiber,probiotics and special effect,etc.. At the same time in order to ensure the healthy sustainable development of the industry,this paper finally reflected on the problems of functional dairy products,around the new demand,new technology,new ideas,new scenarios,put forward the development of targeted suggestions,provided reference and reference for functional dairy industry,in order to help the dairy industry to expand new fields.

Key words: new consumption, dairy products, functional