# Exploring Demand: Challenges and Opportunities for Free-From and Organic Foods in Portuguese Market
## 4 Discussion
However, this discrepancy may be due to the fact that these professionals do not necessarily perceive organic products as being inherently healthier, or they might be skeptical about the added value of organic products, particularly given their often higher cost [36; 37; 38]. Additionally, previous studies have also suggested that while nutritional knowledge significantly influences the decision-making process regarding food choices, it does not always result in healthier eating habits [39]. In relation to the socio-demographic factors, our study did not find significant differences in the OP purchasing patterns between the men and women, although previous research suggests that women, often seen as primary household shoppers, have a strong influence on food choices and show a greater intention to buy food with nutritional claims [40; 41]. Although the study did not collect specific frequency data on OP consumption, Table 3 provides insight into demand levels. The high demand for OPs indicates a growing market, yet Table 4 shows gaps in awareness and trust, with many consumers questioning the claims made by marketing communications [35]. Increased knowledge, trust, and availability of organic food products are critical for enhancing market growth. The supply chain market's role in ensuring product availability, as highlighted in the paper from Emerald Insight (2024), emphasizes the need for robust distribution networks to support the rising demand [42]. Consumers' motivations for buying organic products are primarily driven by balanced nutrition, food safety, and sustainability [43]. The key factor appears to be the trustworthiness in product claims, as previously reported in the literature [27; 44]. Ensuring that organic products are perceived as being good-quality and having appealing attributes and healthier profiles is crucial for driving consumer behavior [43]. Our findings provide valuable insights concerning consumer behavior and market demand. The high awareness and consumption of FF products indicate a mature market with significant growth potential. However, the challenges related to the price and nutritional content must be addressed to sustain consumer trust and interest. Similarly, the growing preference for OPs underscores the importance of health and environmental concerns in shaping consumer choices. There are significant opportunities for product development and market expansion in the FF and organic sectors. The demand for more variety in gluten-free products, particularly bread, pastries, and confectionery items, indicates a need for innovation and diversification with improved product nutritional formulations. Similarly, the interest in OPs suggests a potential for expanding organic offerings across various food categories, including dairy, meat, and vegetables. However, the importance of ensuring consumer trust in OP claims cannot be overstated. Skepticism about the authenticity of organic labels can undermine market confidence, making it a prime concern for consumers [37; 38; 45]. This is particularly true in the context of the lack of a robust supply chain market, which impacts product availability [42]. Enhancing transparency in production processes and improving consumer education are essential for building trust and confidence in FF products and OPs. Implementing measures such as QR codes on packaging to provide detailed information about the product's origins and production methods can help reassure consumers about the authenticity of organic claims. Educational campaigns highlighting the benefits and proper management of FF products can also help address misconceptions and promote informed purchasing decisions. Marketing strategies play a crucial role here; labeling, certification, and traceability are effective in communicating the organic nature of food products. Additionally, the use of environmentally friendly packaging and promoting the social and environmental benefits of organic food products can align with consumer values and justify premium pricing [43].