# Exploring Demand: Challenges and Opportunities for Free-From and Organic Foods in Portuguese Market
## 1 Introduction
Despite these potential benefits, the scientific community acknowledges that more research, particularly long-term interventional studies, is needed to draw definitive conclusions about the overall health impacts of consuming organic foods [15; 17]. Moreover, consumers' understanding of what constitutes 'organic' and the various labels associated with organic certification remains inconsistent and, at times, limited. Research indicates that many consumers are unaware of the rigorous control systems underlying organic certification, with knowledge about the differences between various organic labels generally lacking [21]. This lack of understanding can lead to subjective perceptions of organic products, which are not always grounded in objective knowledge [22]. Furthermore, trust in organic labeling is highly variable across different regions. For instance, in Scandinavian countries, where there is substantial government involvement in organic certification, consumer trust in these labels is notably high [23]. In contrast, in countries like the USA and the UK, trust in organic labels is less pronounced, partly due to the multiplicity of certification bodies and labels, which can create confusion among consumers [24]. The existence of multiple labels can also dilute the perceived reliability of OPs, making it challenging for consumers to discern the authenticity of what they are purchasing. Given these challenges, there has been a growing call for more transparent and accessible verification methods in the organic sector. One proposed solution is the inclusion of QR codes on OP packaging, which would allow consumers to trace the entire production chain and verify the product's organic status. This approach aligns with the findings that consumers value certification and labeling as key indicators of organic products [25]. However, to fully capitalize on this trend, it is essential to enhance consumer education regarding organic certification and labeling systems. By doing so, consumer trust and confidence in organic products can be strengthened, thus supporting sustained market growth. The increasing awareness of health and sustainability among consumers has prompted a significant shift towards functional and organic foods worldwide. In Portugal, this trend is becoming increasingly relevant as consumers become more health-conscious and environmentally aware. However, the understanding of consumer behavior in this specific market remains underexplored, particularly in comparison to other European countries, where the dynamics of organic and functional food consumption have been extensively documented. This study aims to fill this important gap by investigating the demand, purchasing patterns, and attitudes towards free-from (FF) and organic (OP) foods among Portuguese consumers, in a very dynamic market. While global studies provide valuable insights, they may not accurately reflect the unique cultural, economic, and social factors influencing consumer choices in Portugal. This knowledge can help inform producers, marketers, and policymakers in the food sector. By analyzing consumer behavior in this context, we seek to contribute valuable knowledge that can enhance market strategies, product development, and consumer trust in FF product and OP offerings.