# Exploring Demand: Challenges and Opportunities for Free-From and Organic Foods in Portuguese Market
## 1 Introduction  
Health and environmental concerns are increasingly influencing consumer food choices, leading to a rising demand for free-from (FF) and organic products (OPs) [1, 2, 3]. These products are often perceived as healthier and more sustainable, appealing to consumers with specific dietary needs and those committed to environmentally friendly practices [4]. Consequently, the market for FF products and OPs is expanding, mirroring a broader shift towards improved health and environmental consciousness. **Free-from products**  
Food hypersensitivity, which includes both food allergies and intolerances, represents a significant health concern globally [5, 6]. In the United States, approximately 19.0% of the population is affected by food hypersensitivity, while in Europe, the prevalence ranges from 2% to 37%, highlighting regional variability but may also reflect differences in screening and monitoring efforts across various countries [6]. The distinction between food allergies and intolerances, as defined by the National Institute of Allergy and Infectious Diseases (NIAID), is critical yet often blurred in public perception [7]. Food allergies involve an immune response, typically mediated by the production of specific IgE antibodies, which trigger immediate allergic reactions upon exposure to the allergen. Common examples of food allergens include peanuts, tree nuts,shellfish, and eggs. In contrast, food intolerances are nonimmune reactions that can result from metabolic, pharmacologic, or toxic mechanisms [8]. Despite these clear definitions, the general population frequently conflates these conditions, leading to misunderstandings about their management and implications [7]. Food intolerances, distinct from allergies, are widespread and often mistaken for allergic reactions. Lactose intolerance (LI), for example, affects an estimated 57% of the global population, though prevalence varies significantly across different ethnicities and regions [9]. LI arises from the inability to absorb lactose, a disaccharide sugar naturally occurring in milk and various dairy products, due to a deficiency in lactase [1]. This deficiency leads to gastrointestinal symptoms such as bloating and diarrhea [9]. Similarly, noncliac gluten sensitivity (NCGS) and celiac disease (CeD) are conditions associated with gluten consumption. Gluten, a protein found in wheat, barley, and rye, contributes to the viscoelastic properties of dough, making it essential for products like bread and pasta [1]. CeD is an inflammatory disorder of the small bowel caused by an immune response to dietary gluten, leading to adverse gastrointestinal symptoms, such as bloating, gas, and diarrhea [9]. NCGS, although not immune-mediated, mimics CeD in both gastrointestinal and extraintestinal symptoms, such as headaches and fatigue. The prevalence of NCGS ranges from 0.6% to 13%, with its diagnosis complicated by the absence of specific biomarkers [9]. Market research indicates a rise in the availability and sale of gluten-free products, driven not only by gluten-intolerant individuals but also by those who perceive these products as healthier [1, 4]. However, studies suggest that gluten-free products may have a lower protein and dietary fiber content and higher amounts of fat, sugar, and salt than their gluten-containing counterparts [1]. Furthermore, gluten-free products are not typically fortified with essential nutrients such as folate, iron, niacin, thiamin, and riboflavin. Hence, if consumed in high amounts at the expense of a diversified diet and not properly managed, these may lead to potential nutritional deficiencies [9]. Gluten-free products often consist of ingredients like corn, rice, soy, cassava, and potato, replacing gluten-containing grains [10]. Indeed, allergies and indetermes towards specific food components like gluten or lactose are among the multiple factors that currently drive consumers in their food choices.