Research conducted in this paper has shown that the demand for products of Croatian family farms exists, but that the frequency of purchase of such products is lower than when looking at the demand for agricultural products regardless of their origin. These results potentially point to the problem of the availability of products of Croatian family farms, although the explanation was provided why this problem is undoubtedly less pronounced compared to twenty years ago. Furthermore, the study results showed that the price is not a primary factor when buying agricultural products, but primarily their quality. Finally, the survey showed that the local population perceives the products of Croatian family farms as better quality, but at the same time, more expensive compared to competitive import products. The results of testing research hypotheses have shown that neither price nor income is a significant determinant of the demand for agricultural products, neither when the demand is observed regardless of the product's origin, nor when looking at the demand for exclusively products of Croatian family farms. A logical explanation for this result would be that agricultural products are much-needed products that are purchased daily. Marketing activities and level of education also did not prove to be statistically significant determinants of demand for products of Croatian family farms. The results showed that those consumers for whom price is not the main factor of choice are more inclined to buy products of Croatian family farms.