# Exploring Demand: Challenges and Opportunities for Free-From and Organic Foods in Portuguese Market
## 4 Discussion  
Our findings revealed a high level of awareness and consumption of FF products among Portuguese consumers and allowed for the description of the motivations for consumption, desire for new products, and purchasing patterns, with women, younger people, highly educated people, and people who do not study or work in food and nutrition being more prone to buying these products. Regarding OPs, older people and people who do not study or work in food and nutrition buy these products more frequently. Nearly all the participants had heard of FF foods, with lactose-free milk and gluten-free bread being the most recognized. The high prevalence of lactose intolerance (27.9%) and gluten intolerance (13.4%) among the participants aligns with global trends indicating rising food hypersensitivity rates [8]. Despite only 38% of the respondents indicating that someone in their household benefits from FF products due to allergies or intolerances, a significant 60% reported regularly purchasing these products. These findings suggest that beyond addressing specific health needs, FF products appeal to a broader consumer base, likely due to the perceived health benefits and lifestyle choices [1]. This information may indicate a degree of illiteracy or misinformation about the benefits of these products, highlighting the need for this to be addressed. Interestingly, our study found that women and younger individuals are more likely to choose FF products. This trend could be attributed to a greater awareness of healthy products within these demographics, the earlier onset of food intolerances, or a higher consciousness about dietary choices compared to older age groups [30; 31]. Moreover, the preference for purchasing FF products predominantly from supermarkets over specialized stores or local shops probably highlights the importance of availability and convenience in consumer purchasing behavior [32]. The participants expressed a strong demand for more variety in FF products, particularly in categories such as bread, pastries, cookies, and cereals. This indicates significant opportunities for product development and market expansion in these areas. Another interesting result is that professionals in the food and nutrition field showed a tendency to choose FF products less frequently. This could be due to their understanding that the consumption of these products is not necessary unless there is a specific deficiency or intolerance, while the general population might perceive them as inherently healthier, leading to their consumption even without clinical justification. The main drivers for purchasing FF products were the price, health benefits, and low sugar content. This aligns with existing literature indicating that modern food consumption is increasingly influenced by health concerns and dietary requirements [33; 34; 35]. However, the high cost of FF products and perceptions of excess fat and sugar content present challenges that need to be addressed by producers and retailers to enhance market acceptance and growth. The consumers' perception concerning the sugar content in FF products is quite interesting, since it is one of the three main drivers for their purchase, either in favor or against, according to its low or high content, respectively. Regarding organic products, this study shows that a substantial portion of the respondents purchase these items, with 42.1% buying organic products if they find them appealing in terms of appearance and price, and 29.5% feeling indifferent and buying both organic and non-organic products. Interestingly, the older participants and those not working in the food and nutrition field exhibited a higher propensity to choose organic products. This is contrary to what one might expect, as professionals in the food and nutrition field might be assumed to have a higher awareness and appreciation of organic products.