Austrians ditch meat for healthier, sustainable diets in record numbers

Austrians are eating less meat and making healthier food choices compared to 35 years ago. Meat consumption per person has dropped from its peak in the early 2000s, while demand for organic products, fresh produce, and high-quality oils has risen. Changing habits reflect growing concerns about health, sustainability, and cost.

In 1987, the average Austrian ate around 72 kg of meat per year. This figure climbed to a high of 80 kg by 2000 before steadily declining. By the 2010s, consumption fell to about 70 kg, driven by a drop in beef and pork intake, though poultry became more popular. Factors like rising vegetarianism and veganism—now at 10% of the population—along with health awareness, animal welfare concerns, and higher prices have all played a role. Campaigns such as Fleischfreitag (Meat-Free Friday) have also influenced the shift.

Other dietary trends show a clear move towards healthier options. In 1987, only 11% bought organic foods, but that number has since jumped to 29%. The use of high-quality oils has risen from 27% to 40%, and 37% now cut back on salt, up from 28%. Fresh fruit and vegetable intake remains strong, with 63% eating plenty—roughly the same as in 1987. Vitamin supplement use has also grown, from 6% to 20%.

Cooking habits vary widely. Three-fifths of Austrians prepare meals at home at least three times a week. However, younger men aged 16 to 34 often avoid cooking, with 40% rarely or never stepping into the kitchen. Breakfast is the most valued meal for 47%, followed by lunch at 35%, while only 14% prioritise an evening snack.

The decline in meat consumption and the rise in organic and health-focused eating mark a clear shift in Austrian diets. With 22% now actively reducing their meat intake—up from 13% in 1987—these trends suggest lasting changes in how people approach food. The data highlights a growing preference for quality, sustainability, and home-cooked meals among many, even as some groups continue to rely on convenience.