Austria Protein Supplements Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Austria Protein Supplements Market is segmented by Product Type (Powder, RTD Shakes, and Protein Bars), By Source (Whey, Casein, Soy, and Others), and By Distribution Channel (Supermarket/Hypermarkets, Pharmacies/ Drugstores, Specialist Retailers, Online Retail, and Other Channels)

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2021
CAGR: 7.45 %

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Market Overview

The Austria protein supplements market is projected to grow at a CAGR of 7.45% during the forecast period.

  • Health initiatives, and the evolving fitness and sports trends are the factors expected to increase the consumption of protein-rich diet, particularly protein bars and powders in Austria, which are expected to be more readily available in specialty stores, and also in supermarkets and other stores.
  • The increasing number of health-conscious consumers in Austria is making the monitoring, evaluation, and understanding of consumers by the manufacturers the crucial factors particularly among the protein supplements, to keep up good heath among consumers such as enhancing their muscle building, bone strengthening and providing adequate nutrient content for the proper functioning of the body.
  • The application, or consumption of protein supplements should be clear among users for instance supplements used for building muscle contain relatively more protein, and supplements used for weight loss contain relatively less. Therefore, there should be a clear understanding on the functionality and purpose of these protein supplements, so as to avoid the under or over usage of protein in the body.

Scope of the Report

The Austria protein supplements market has been segmented by product type which includes powder, RTD shakes and protein bars. Based on Source, the market is divided into whey, casein, soy and others. Based on distribution channel, the market is segmented into supermarket/hypermarkets, pharmacies/ drugstores, specialist retailers, online retail and other channels.

By Product Type
RTD Shakes
Protein Bars
By Source
By Distribution Channel
Specialist Retailers
Online Retail
Other Channels

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Key Market Trends

Evolving Physical Fitness Trends Leading to High Demand for Protein-Rich Diet

As per the data from a 2014 Eurobarometer, 30% of the Austrian population (aged 15+ years) are physically active on a regular basis, with males being more active (34%) than females (26%). The Austrian consumer demand is not just limited to protein supplements or shakes but has also foreseen the extension towards the increasing demand for protein bars provided by some of the Austrian companies such as Alpen Power, Bulk Powders. This can be attributed to the flourishing physical fitness and wellness reforms and initiatives being undertaken by the Austrian Government, which have provided an ideal opportunity for protein supplements producers to nurture in the country. In addition, the use of dietary protein supplementation can further augment protein anabolism but can also contribute to a more active lifestyle, thereby supporting well-being and active aging in the population in Austria.

Austria Protein Supplements Market1

Increased Utilization of Whey Protein in Protein Supplements

Increasing the demand for high quality whey protein supplements is aided by the rising consumer interest in the sports and fitness trends, which, in turn, is expected to drive the whey protein market in Austria. EFSA (European Food safety Authority) under the European Union has defined a set of claims that are being used by whey protein manufacturers. Some of the claims include increases satiety, weight management, promotes protein synthesis when taken after resistance exercise, supports a decrease in body fat when combined with exercise and a hypocaloric diet’, etc. The whey protein supplement market segment in Austria is dominated by the key players such as Glanbia, Plc, and Muscle Pharm Corporation, among others

Austria Protein Supplements Market2

Competitive Landscape

The Austria protein supplements industry is fragmented with numerous regional and international players. New product development, merger & acquisition strategies and expansion are some of the most preferred strategies for the protein supplement industry in Austria. The Hut Group, General Mills, Amway and Glanbia are the prominent players of the market studied.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Powder

      2. 5.1.2 RTD Shakes

      3. 5.1.3 Protein Bars

    2. 5.2 By Source

      1. 5.2.1 Whey

      2. 5.2.2 Casein

      3. 5.2.3 Soy

      4. 5.2.4 Others

    3. 5.3 By Distribution Channel

      1. 5.3.1 Supermarkets/Hypermarkets

      2. 5.3.2 Pharmacies/Drugstores

      3. 5.3.3 Specialist Retailers

      4. 5.3.4 Online Retail

      5. 5.3.5 Other Channels


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 The Hut Group (Myprotein)

      2. 6.4.2 Peeroton GmbH

      3. 6.4.3 Glanbia PLC

      4. 6.4.4 Bulk Powders

      5. 6.4.5 Clif Bar & Company

      6. 6.4.6 General Mills Inc.

      7. 6.4.7 Body Attack Sports Nutrition GmbH & Co. KG

      8. 6.4.8 MusclePharm Corporation

      9. 6.4.9 Amway

      10. 6.4.10 Schalk Mühle KG


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Frequently Asked Questions

The Austria Protein Supplements Market market is studied from 2016 - 2026.

The Austria Protein Supplements Market is growing at a CAGR of 7.45% over the next 5 years.

The Hut Group (Myprotein), Peeroton GmbH, Glanbia PLC, Bulk Powders, Clif Bar & Company are the major companies operating in Austria Protein Supplements Market.

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