Austria's protein boom faces scrutiny over ultra-processed health risks

High-protein foods have seen a surge in popularity across Europe, driven by fitness trends and plant-based diets. In Austria, however, critics warn that many of these products are ultra-processed and may not live up to their health claims. A new report reveals mixed opinions among consumers about their benefits and risks.

Over the past five years, demand for high-protein foods has grown rapidly in Europe. Countries like Germany, the Netherlands, and the UK saw annual increases of 8–12%, while Austria lagged behind with a more modest rise of 5–7%. This trend has been fueled by fitness culture and the rise of plant-based alternatives.

Under EU rules, a product can be labeled a 'source of protein' if at least 12% of its energy comes from protein, while 'high protein' requires 20%. Yet Foodwatch Austria argues that many of these items are heavily processed and not as nutritious as advertised.

A recent survey found that one-third of Austrians eat high-protein products like bars, yogurts, or puddings at least once a week. Only 8% consume them daily. Younger people and those with higher education levels are the most likely buyers, while older adults and less-educated consumers are less interested.

Opinions on these products vary widely. Overall, 35% of Austrians see them as healthy, while 25% believe they are unhealthy. Another 37% never buy them at all. Among regular consumers, however, 70% consider them healthy, and just 6% view them negatively.

Convenience plays a big role in their appeal. Nearly half of regular buyers (48%) use them as quick snacks, 47% enjoy the taste, and 31% rely on them to stay full longer. Meanwhile, 33% say dietary trends like 'high protein', 'low carb', or 'vegan' influence their shopping choices.

The debate over high-protein foods continues in Austria, with strong demand among certain groups but skepticism from health advocates. While many consumers value their convenience and taste, critics urge caution about their nutritional quality. The market's growth suggests these products will remain a common choice for those following fitness and dietary trends.