Young generation Z has shown a notable preference for the traditional food item cottage cheese, further fueled by health enthusiasts. As a result, manufacturers are finding it challenging to meet the escalating demand for this product.
Cottage Cheese's Surge in Popularity: TikTok's Role and the Rise of Protein-Conscious Consumers
Cottage cheese, once relegated to the realm of kitschy diet food, is experiencing an unprecedented resurgence in demand, thanks in large part to health influencers on TikTok. This revitalised interest has led to a buzz among young, protein-hungry consumers who are creating and sharing new cottage cheese recipes online.
John Crawford, SVP of client insights for dairy at the market research firm Circana, commented to CNN that TikTok has significantly transformed the perception of cottage cheese, moving it away from being "your grandparents' food." The platform's health-focused influencers have helped to highlight cottage cheese's nutritional benefits, making it an appealing choice for those seeking high-protein, low-sugar options.
One of the most notable trends on TikTok is the growing popularity of cottage cheese, with multiple videos featuring the dairy product in health, muscle-building, and diet-related content. From the "cottage cheese and mustard diet" gaining attention in 2023[5] to viral recipe videos such as a strawberry cheesecake ice cream, cottage cheese has become a staple in the TikTok health community.
While specific sales figures for cottage cheese from 2023 to 2025 are not readily available in the search results, the trend is documented qualitatively through TikTok and media coverage. CNN reports that cottage cheese sales in the U.S. have increased by 20% year over year, following an approximate 17% increase in 2024 and 2023. Organic Valley Cottage Cheese sales have even seen a more significant surge, with sales increasing more than 30% in the first half of 2025.
This renewed interest in cottage cheese has not gone unnoticed by manufacturers, with Good Culture posting an apology to consumers for the shortage of their cottage cheese products on grocery store shelves due to the high demand. The company is working around the clock to restock their products, reflecting the growing demand for this once-forgotten dairy staple.
In conclusion, while specific sales figures may be elusive, the evidence points to a significant increase in demand for cottage cheese, driven by its newfound appeal among protein-conscious consumers and the influence of health-focused content on TikTok. As more consumers discover the benefits of cottage cheese, it seems likely that this trend will continue to grow.
References:
- TikTok Video 1
- TikTok Video 2
- TikTok Video 3
- TikTok Video 4
- CNN Article
- The marketing strategy for many dairy manufacturers is currently focusing on highlighting the nutritional benefits of cottage cheese, aligning with the preferences of protein-conscious consumers.
- The growth in sales of cottage cheese can be attributed to its prominence in health, muscle-building, and diet-related content on social media, particularly TikTok.
- The scalability of cottage cheese's presence in the food-and-drink industry is evident as more companies are jumping onto the bandwagon, capitalizing on the rise of this dairy staple.
- The strategy of health-focused influencers on TikTok to promote cottage cheese as a high-protein, low-sugar option has contributed to its surge in popularity, which is attracting attention from entertainment and lifestyle enthusiasts.
- As a result of its increased popularity, news outlets like CNN are reporting on the positive impact of cottage cheese on health and wellness, emphasizing its role in a healthy diet and fitness-and-exercise routines.
- The widespread interest in cottage cheese has influenced the culinary world, prompting an influx of healthy-diet recipe creations and cooking tutorials on various food-and-drink platforms.
- With the growing emphasis on protein-rich dietary choices, cottage cheese has become a go-to ingredient for food creators, leading to innovative cooking experiments and the integration of the dairy product into diverse food-and-drink recipes.
- The rise in cottage cheese's demand can be seen not only in the sales figures but also in the explosion of its presence across social media, with numerous recipe videos and health-and-wellness discussions trends on platforms such as TikTok and cooking websites.
- In an effort to meet the growing demand for cottage cheese, food production facilities are scaling their operations, ensuring the availability of the dairy product across various retail outlets, such as health-and-wellness stores and supermarkets.
