The most common reasons Austrians give for participating in sports are spending time outdoors and in nature (47 percent), health and prevention (46 percent), and improving fitness, mobility and endurance (43 percent). Differences emerge when comparing generations: For baby boomers, health is the main priority (61 percent), while Generation Z most often values improving self-confidence and body awareness (42 percent). From a regional perspective, people in western Austria are most likely to cite nature and fresh air as incentives for physical activity (63 percent), while people in Vienna most often engage in sports for weight management (36 percent).
Everyday life slows down exercise among women
Women are significantly more likely to cite fatigue and exhaustion as well as lack of time as barriers to exercise – particularly due to commitments such as childcare (20 percent vs. 12 percent of men) and other social and family obligations (19 percent vs. 14 percent of men). A lack of interest in sport is also significantly more pronounced among women (45 percent) than among men (28 percent). This makes it clear that physical activity is not purely an individual decision, but also depends on structural conditions. Women are still primarily responsible for childcare and household chores – this is also confirmed by a BIPA survey from last year, which found that women are significantly more likely to do the shopping for drugstore items, especially products for the household and childcare.
Exhaustion after work is a particular problem for Generation X (45 percent) when it comes to exercising regularly, while health restrictions and physical complaints affect four out of ten older respondents. Generation Z, on the other hand, often cites insecurities and social barriers to sport as obstacles (22 percent). ‘This result indicates that sporting experiences tend to be shaped by pressure to perform, body ideals and social influences – rather than being about health, well-being and the joy of exercise,’ says Markus Geyer.
Tyroleans and Vorarlbergers are the most athletic
Nine out of ten Austrians exercise regularly – a clear sign of the growing health awareness among the population. The most active athletes are found in Tyrol and Vorarlberg, closely followed by respondents from Carinthia. In Vienna, on the other hand, 16 percent say they do not exercise at all – a similar number in Burgenland (15%) and twice as many as in all other federal states. There are also differences between the generations: just under 20 percent of baby boomers and Generation Z exercise more than four hours per week, and just under a third of Generation Z exercise two to four hours. The biggest couch potatoes are found among millennials: 30 percent exercise less than 60 minutes per week, and 13 percent never do any sport.
Physical activity supports women's health
A large part of the population underestimates the positive effect of exercise on menstrual cramps – despite clear scientific evidence. According to the latest BIPA study, almost a quarter of respondents (23 percent) mistakenly believe that physical activity exacerbates menstrual cramps. A further 37 per cent say they do not know how exercise is related to menstrual pain – half of the men surveyed and just under a quarter (23 per cent) of women. This lack of knowledge also increases with the age of the respondents. Eva Paschinger, Commercial Director of Medical Devices & Category at BIPA and spokesperson for the ‘Ehrlich gesagt Initiative’ (Honestly Speaking Initiative), emphasises: "There is still a great need for education on the subject of women's health – even on seemingly prominent topics such as menstruation. Although studies have shown** that physical activity can help alleviate symptoms, the misconception that exercise has a negative effect persists. At BIPA, we want to use the “Ehrlich gesagt” initiative to help spread more knowledge about women's health, break down prejudices and thus strengthen Austrians' health literacy."
About the initiative
„Ehrlich gesagt“ is an initiative by the Austrian drugstore chain BIPA that brings women-specific topics into public discourse. This initiative intentionally addresses not only women but also men, as issues concerning women affect everyone. The campaign aims not to lecture but to promote dialogue. On BIPA's channels, information is provided on topics such as women's health, mental load, self-confidence, empowerment, and the balance of work and family. Webinars, workshops, influencer collaborations, and community offerings continuously accompany the initiative. For more information, visit
bipa.at/ehrlichgesagt
* For the study, a total of 1,548 individuals in Austria aged between 14 and 75 years were surveyed in February and March 2025. The survey is representative of the Austrian population and was conducted by the online market research institute Marketagent.
** St Mary’s Global Study finds Exercising During Your Period Makes You Feel Better (2019)
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