European silver fir Abies alba is the most heavily browsed conifer in Central European mountain forests. Attempts to reduce ungulate browsing have often been unsuccessful, controversial or too costly. The aim of the work described here was to improve our understanding of the factors that lead to browsing on silver fir. The silver fir content in the diet of three sympatric ungulate species, chamois Rupicapra rupicapra, red deer Cervus elaphus and roe deer Capreolus capreolus, was determined by microhistological analysis of faeces collected at four sites in the Alps. Further, the supply of silver fir was assessed at the individual tree and patch scale and then extrapolated to site scale. Silver fir consumption was highest in winter, when diet composition varied among sites but not among ungulate species. Towards the summer, site‐differences decreased and differences among ungulate species increased. Red and roe deer reduced consumption of silver fir, whereas chamois kept it constant. The use of silver fir was unrelated to the supply at the various sites, but increased with the proportion of trees growing amidst palatable herbaceous species. At the individual plant scale, ungulates browsed on the saplings with the larger needles. These results indicate that silver fir as food does not rank high among the available plant species, but is eaten opportunistically, especially when it grows close to more preferred food plants. However, when alternative food is scarce, particularly in winter, it may also represent a shortage food supply, and larger quantities are consumed. Yet, the fact that feeding on silver fir is mostly opportunistic may offer forest managers a way to approach the ‘browsing problem’.