Austrians split on high-protein foods as experts question health claims

High-protein foods, such as protein bars, yogurts, and puddings, are a regular part of many Austrians' diets. A new survey shows that one-third of the population consumes these items at least once a week, with 8% doing so daily, indicating their growing popularity.

The reasons for choosing these whole foods vary. Nearly half of regular buyers see them as a convenient snack, while others prioritize taste or staying full for longer. However, not everyone is convinced of their health benefits—experts warn of misleading health claims and excessive processing.

Under EU rules, a product can be called a 'source of protein' if 12% of its energy comes from protein. For a 'high protein' label, that figure must reach 20%. Despite these standards, opinions on their health benefits remain divided.

The survey reveals that 35% of Austrians consider high-protein products healthy, while 25% view them as unhealthy. Among regular consumers, however, 70% believe they are good for health, with only 6% disagreeing. This suggests that frequent buyers tend to trust these whole foods more.

Foodwatch Austria has raised concerns about exaggerated marketing. The organization points out that many high-protein items are ultra-processed and packed with additives. They also argue that even athletes can get enough protein from a balanced diet without relying on specialized protein foods.

Demographics play a role in consumption habits. Younger people and those with higher education levels are more likely to buy high-protein foods. In contrast, older adults and individuals with lower formal education tend to avoid them. Overall, 37% of Austrians never purchase these whole foods at all.

The survey highlights a split in how Austrians view high-protein foods. While many see them as a practical or healthy choice, critics warn of unnecessary processing and misleading labels. With a significant portion of the population still avoiding them, the debate over their real benefits continues.