The determinants of dairy products consumption as well as the questionnaire survey results on potential consumers of those products have been presented. The general accessibility of nutritive goods on the market, their competitive prices and the attractiveness of the supply offer as well as the changing tastes and preferences of consumers have brought about significant changes in the behaviours of consumer households. Most of all, substitutions among products and within groups of products as well as search for products convenient in use were favoured by the consumers, along with the priority treatment of fresh food and increase of trust in ecological food.