Austrians split on health benefits of booming high-protein foods trend

High-protein foods like bars, yogurts and puddings have become a regular part of many Austrians' diets. A new survey reveals that while one-third eat them at least weekly, opinions on their health benefits remain divided. The market for these products has also seen strong growth across Europe in recent years.

In Austria, 8% of people consume high-protein products daily, while another 25% do so at least once a week. Younger, more educated individuals are the most frequent buyers, compared to older adults or those with lower education levels. Meanwhile, 37% of Austrians never purchase these items.

Attitudes toward high-protein foods vary widely. Overall, 35% of respondents consider them healthy, while 25% believe they are unhealthy. Among regular consumers, however, 70% view them as a healthy choice, with only 6% seeing them negatively. Convenience plays a major role—48% of regular buyers use them as quick snacks, 47% enjoy the taste, and 31% rely on them to stay full longer.

The European market for these products has expanded rapidly from 2021 to 2026. Austria holds a strong position in the DACH region, though Germany, France, and the UK have seen similar or slightly higher growth. Fitness trends and health awareness drive demand, but critics argue many products are ultra-processed. Under EU rules, a food can only be labeled 'high protein' if at least 20% of its energy comes from protein, while 'source of protein' requires 12%.

The survey highlights a clear split in how Austrians perceive high-protein foods. While many see them as a practical and healthy option, critics warn against overstated benefits. With the market continuing to grow, these products remain a significant part of the country's food landscape.