The constant need of individuals and society as a whole to protect themselves from uncertainty leads to a constant growth in demand for insurance. In accordance with these needs, insurance companies place various insurance products for individuals and legal persons on the market. This paper will focus on insurance products for individuals. Through their insurance products, insurance companies offer protection of the property and life of individuals as well as helping them preserve their financial stability, thus providing individuals with a sense of security and peace. Like any other product, an insurance product has its advantages and disadvantages. Individuals choose a product according to their personal priorities and needs, and most often, when selecting a suitable product, they will first obtain extensive information about the terms of several insurers before deciding on the product that best suits their needs and budget. In order to stand out in a very competitive market and offer the most desirable and highest quality insurance product, it's important that insurance companies constantly monitor demand trends on the insurance market as well as adapt and develop their products in accordance.