Austria's protein obsession drives chicken sales and plant-based innovation in 2025

The demand for protein-rich foods in Austria has surged since 2023, with chicken meat purchases rising by 4.8% in volume and revenues up by 10.6% in 2025. This trend has cemented chicken as a staple protein, now holding over 30% of the market and reaching 80% of households. Beyond animal products, plant-based innovations and functional benefits like fibre and omega-3s are also driving growth in the sector. The current protein boom builds on a long history. Indigenous peoples of the North American prairie created pemmikan, the world's first protein bar, in the 18th century. Decades later, in the mid-20th century, the U.S. saw the birth of the energy bar industry with Bob Hoffman's 'Hi-Proteen Honey Fudge'. Today, products like the newly launched 'David' bar—packed with 28 grams of protein, zero sugar, and a doughy texture—show how far the market has evolved.

Nutrition experts confirm that high protein intake does not harm kidney health in healthy individuals. Andrea Kasper-Füchsl, a leading nutritionist, supports this view. The German Nutrition Society (DGE) recommends a daily intake of 0.8 grams of protein per kilogram of body weight for adults. However, endurance athletes and those in strength training may need more—between 1.4 and 2 grams per kilogram—to protect muscle and aid recovery.

The trend has boosted sales of protein-rich dairy products like natural yogurt, quark, and cottage cheese. Yet, the elderly also stand to benefit, as they often consume less food and struggle to meet protein requirements. Despite the current hype, dietary trends tend to cycle, and carbohydrates may eventually regain popularity. Austria's protein market continues to expand, fuelled by rising demand for chicken, plant-based options, and functional foods. With innovations like high-protein dairy and new product launches, the sector shows no signs of slowing. However, as trends shift, the focus on protein may eventually give way to other nutritional priorities.