Cottage cheese surges in popularity

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Cottage cheese is surging because it fits the current protein-focused food trend and has become highly shareable on social media, especially through TikTok and Instagram recipes. Sales have climbed sharply, with reporting showing U.S. retail sales up 20% over the 52 weeks ending June 15, and other coverage noting repeated annual gains and even occasional shortages.

Why it’s popular

Cottage cheese is cheap, high in protein, relatively low in calories, and flexible enough to work in sweet or savory dishes. That versatility helped it move from “diet food” to a mainstream ingredient in smoothies, bowls, toast, and even high-protein desserts.

Social media effect

A big part of the comeback is viral food content showing new ways to use it, which made the product feel modern instead of dated. As younger consumers discover foods through short-form video, cottage cheese has benefited from recipes that are easy to remix and post.

Market impact

The demand spike has been strong enough that brands and grocers have had trouble keeping shelves full at times. Industry coverage says the trend is still growing, not just a one-off fad, because it aligns with broader eating habits centered on protein and convenience.