Market Trends of Austria Protein Supplements Industry
Evolving Physical Fitness Trends Leading to High Demand for Protein-Rich Diet
- 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 and Bulk Powders. This can be attributed to the flourishing physical fitness and wellness reforms and initiatives undertaken by the Austrian Government, which have provided an ideal opportunity for protein supplement producers to nurture in the country.
- In addition, dietary protein supplementation can further augment protein anabolism. Still, it can also contribute to a more active lifestyle, thereby supporting well-being and active aging in the population in Austria.
- Sports nutrition is considered one of the major application sectors for the Protein supplements market due to the widespread use of protein supplements as dietary supplements by athletes, sportspeople, bodybuilders, and the sports and medical industries.
- In 2021, According to the National Library of Medicine (NLM), an article on "The Use of Dietary Supplements in Fitness Practitioners" stated that dietary supplements (DSs) are commonly utilized in sports and physical training; the proportion of athletes that frequently use DSs varies from 40% to 100% depending on the sport and level of competition.
- Given the exposure to a wider client base, including lifestyle and recreational users, the availability of sports nutrition products in supermarkets and convenience stores is projected to boost their demand. In addition, the rising demand for nutritional supplements for athletes to support lean muscle growth, enhance performance, help with weight loss, and increase stamina is anticipated to fuel the expansion of the sports nutrition market over the coming years. Growth is likely to be supported by the increasing number of individuals participating in sports and other physical activities to prevent obesity.
- According to UN COMTRADE import value of protein concentrates and textured protein, substances indicate the increasing demand for protein-rich supplements in this region. Therefore, the above-mentioned factors act as major drivers for the protein supplement market segment in Austria. Hence the market is expected to grow significantly during the forecast period.
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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 sports and fitness trends, which, in turn, is expected to drive the whey protein market in Austria. European Food Safety Authority (EFSA) under the European Union has defined a set of claims used by whey protein manufacturers. Some claims include increased satiety, weight management, promoting protein synthesis after resistance exercise, supporting 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 key players such as Glanbia, Plc, and Muscle Pharm Corporation.
- Due to growing consumer awareness of health issues. For example, the adoption of protein-rich diets has remarkably increased in recent years. Owing to their increasingly busy lifestyles, consumers need help to consistently obtain a nutrient-rich balanced diet, which drives them to hunt for supplements in packaged foods. Hence, the main factors influencing the uptake of protein-rich weight-control strategies among millennials are packaged food manufacturers who fortify food products with healthy nutrients, including protein. Therefore, whey imports and exports have a significant role in this region.
- For instance, according to UN COMTRADE, the import value of whey in Austria accounted for USD 55,773 thousand, while the major exporters were Germany, Italy, Switzerland, France, and the Netherlands. Since, whey protein concentrates (WPCs) are less expensive and offer a wider range of benefits, such as high bioavailability, branched-chain amino acids (BCAA), and high glutamine content, boosting its demand in the supplements market segments in Austria.
- Also, whey protein supplementation reduces muscle damage and facilitates muscle recovery from strenuous training, thereby assisting sports performance. Therefore, all the mentioned factors, such as consumer demand, vegan/clean-label, and the various health benefits of whey protein, drive the protein supplement market in this region.
