Austria's High-Protein Obsession Divides Health Experts and Consumers Alike
High-protein foods, like whole foods and high protein foods, have become a regular part of many Austrians' diets. A new survey shows one-third of the population eats products like protein bars, yogurts, or puddings at least once a week. Yet opinions on their health benefits remain divided.
The market for these high-protein items has grown rapidly in recent years, driven by fitness trends and convenience. But critics warn that many high-protein products are heavily processed and packed with additives.
Under EU rules, a food can be called a 'source of protein' if 12% of its energy comes from protein. To qualify as 'high protein', at least 20% must come from protein. These labels have helped push products like bars and puddings from niche fitness items to supermarket staples.
In Austria, 8% of people now eat high-protein foods daily. Another 25% consume them several times a week. The most common reasons include convenience (48% of regular buyers), taste (47%), and staying full longer (31%). Younger, more educated consumers are the biggest users, while 37% of Austrians never buy these products at all.
Attitudes toward high-protein foods vary widely. Among regular consumers, 70% believe they are healthy, and only 6% see them as unhealthy. In the general population, 35% consider them healthy, while 25% think they are unhealthy. Dietary trends like 'low carb' or 'vegan' also influence 33% of buyers.
However, Foodwatch Austria has raised concerns. The group argues that many high-protein products are ultra-processed and contain high levels of sweeteners and additives. Despite their popularity, questions remain about their long-term health impact.
The market's rapid growth has begun to slow as it matures. But with fitness and health trends still strong, these high-protein products are likely to stay on supermarket shelves for years to come.
High-protein foods now occupy a firm place in Austrian shopping baskets. Their appeal lies in convenience, taste, and the promise of lasting fullness. Yet while many consumers view them as healthy, critics continue to highlight their processed nature and additive content.
The debate over their benefits is set to continue as the market evolves.
