The scientifically proven relationship between diet and health along with the continuously growing health consciousness of customers resulted in a fundamental change in social values and led to a pronounced demand for foods that support health and wellness. Probiotic products, especially dairy products containing active cultures represent a strongly growing area within the functional foods market. Although mankind recognized the importance of fermented dairy products in a healthy diet thousands of years ago, scientifically based modern methods of altering the bacterial composition of the gut flora have only evolved in recent decades. The reinforcement of commensal microflora with probiotics plays a key role in the balanced immune functions, increases the resistance against pathogens, improves the functions of digestive system and potentially facilitates the removal of carcinogens from the intestinal system. Consumer demand for probiotic products is growing strongly; while their global sales in 2010 were $21.6 billion, it rose to $49.4 billion by 2018. Nowadays, probiotic yoghurts account for 75% of global probiotic trade, other probiotic food products accounts for 16% and probiotic drugs accounts for 9%. However, based on current trends, the role of pharmaceutical products will gradually increase in the future, presumably at the expense of traditional probiotic dairy products. Furthermore, given that the elderly population is likely to be one of the most significant consumer groups in the probiotic trade in the Western and Far Eastern markets in the next 10-15 years, it may be necessary to re-design the innovation and product development strategy accordingly. Appropriate marketing strategy and communication also play a key role in ensuring the market success of probiotic dairy products in the future. Reliable and credible information play an important role in developing personal motivations, health-conscious lifestyle and positive consumer attitude toward probiotic food products.

JEL codes: D83, I10, L66