What's Happening?
Cottage cheese, once considered a dated diet food, has experienced a resurgence in popularity thanks to TikTok. Young consumers have been sharing innovative recipes online, transforming cottage cheese into a trendy food item. This surge in interest has led to a significant increase in sales, with a 20% rise in U.S. retail sales over the past year, according to Circana. Brands like Good Culture and Organic Valley are struggling to meet the heightened demand, resulting in spot shortages. Good Culture, in particular, has seen its sales skyrocket, prompting the company to acknowledge the shortage on social media. The trend has been driven by the cheese's high protein and low sugar content, appealing to health-conscious consumers.
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Why It's Important?
The renewed interest in cottage cheese highlights the power of social media platforms like TikTok in shaping consumer trends and influencing market dynamics. This shift has significant implications for the dairy industry, as producers are now racing to expand their production capabilities to meet demand. The trend also underscores a broader consumer movement towards high-protein, low-sugar foods, which could impact other segments of the food industry. Companies that can quickly adapt to these changing preferences stand to gain, while those unable to scale production may face challenges. The situation also reflects the potential for social media to revive interest in traditional products by rebranding them for modern consumers.
What's Next?
To address the supply challenges, companies like Good Culture and Organic Valley are working to increase their production capacity. Good Culture plans to expand its manufacturing partnerships and expects to have more capacity available by early next year. Similarly, Organic Valley is collaborating with contract manufacturers to expand production shifts. Other producers, such as Daisy Brand and Westby Cooperative Creamery, are investing in new facilities and equipment to boost output. However, these expansions will take time, and consumers may need to be patient as the industry adjusts to the new demand levels.
