Austria's high-protein food boom divides health experts and snack lovers

High-protein foods are gaining popularity in Austria, with one in three people consuming them at least weekly. These products—ranging from bars to yogurts—are particularly favoured by younger, more educated consumers. However, opinions on their health benefits remain divided, and critics warn of misleading marketing claims.

Under EU rules, a food can be labelled a 'source of protein' if 12% of its energy comes from protein. For a 'high protein' claim, the threshold rises to 20%. Despite these standards, Foodwatch Austria argues that many such products are ultra-processed and packed with additives.

Surveys show that 37% of Austrians never purchase high-protein items. Among those who do, 8% consume them daily, while a third use them weekly. Regular buyers tend to view them positively: 70% consider them healthy, and only 6% see them as unhealthy.

Convenience and taste drive much of the demand. Nearly half of regular consumers choose these products as quick snacks, while 47% enjoy the flavour. Another 31% rely on them to feel full for longer. However, Foodwatch stresses that even athletes can get enough protein from a balanced diet without specialised products.

Attitudes vary across demographics. Younger people and those with higher education levels are more likely to consume high-protein foods than older adults or those with less formal schooling. Overall, 35% of Austrians believe these products are healthy, while 25% disagree.

The debate over high-protein products continues, with strong opinions on both sides. While many consumers value their convenience and taste, critics highlight concerns about processing and unnecessary consumption. The market reflects these mixed views, with a significant portion of the population still avoiding them altogether.