Viral fitness trends frequently clear shelves of certain products from shops unable to keep up with demand, and cottage cheese is the latest victim.
From chocolate coconut milk to Biscoff yogurt cheesecake, trends come and go, but health-conscious consumers inspired by online influencers are currently causing shortages of the humble fridge staple.
Despite manufacturers, like Bulla and Brancourts, increasing production of cottage cheese, consumers report supermarket shelves are frequently left empty.
Over the past year, cottage cheese sales have increased by 19.2 per cent, as online lifestyle influencers released a deluge of recipes from cottage cheese bagels to flatbreads and hot honey sweet potato bowls.
Sophie McAllan, a Crossfit enthusiast, told Central News: “Cottage cheese is always sold out, like every single type, all the organic stuff.
“I’m always struggling, and I’m like ‘Dad can you just go to the shop [to] see if there’s any in stock’, or [you] wait for a restock and it’s so painful because cottage cheese is quite high in protein and it’s the new trend.
“Every time I’ve looked it’s always sold out and that’s so frustrating. You can’t even opt for anything else because no other cheese, like ricotta, they’re not the same with the protein. That’s been really frustrating. ”
2025 global cottage cheese sales. Source: Dairy Foods.
McAllan, who has trained regularly in Crossfit for the past eight years, balances full-time study as a business student at the University of Technology Sydney, and said her lifestyle had enabled her to build a supportive network that helped motivate her.
“The whole health fitness journey has been a really big part of my life,” she adds.
“I pick a viral recipe for the week and then try that out but there are some staples … that are tried and true which, I really like.
“I’m willing to try a new recipe, but I know what works and I know the macros for everything, so I like to keep it pretty consistent.”
Cottage cheese first went viral in mid-2025, when influencers began promoting the health benefits of the product, which is high in protein and low in calories, making it a good addition to daily diets. Its versatility has also made it an efficient way to consume extra protein.
The sudden interest in what had long been regarded as a bland food, often associated with dieting, resulted in new trending recipes, such as cottage cheese ice cream and whipped cottage cheese toast.
What’s the cause?
According to some experts, the rise of health culture on social media is driven by idyllic expectations of contemporary living. Media algorithms have also helped fuel trends, filling feeds with nutritious and creative new recipes.
The TikTok #cottagecheese page showing the variety of recipes available. (Source: Sophia Bird)
Due to internet exposure, products can become overnight sensations, as was the case for acai in 2024.
The viral ‘healthier option’ berry desert quickly created a huge increase in demand, and opportunities for new businesses like Oakberry and Blessed Bowls, as the industry boomed to be worth $750 million in Australia 2024.
But after the initial hype, small businesses like Blue Lemon discontinued the acai side of their business, as the fad tapered off.
Excitement for new products brings opportunities in the retail sector, but the speedy overturn similarly carries greater risk.
McAllan believes interest in cottage cheese is only “a short-term fad” which has been driven by TikTok and Instagram.
“The chocolate Cocobella [was] in and out pretty fast as well,” she said. “That was clearing shelves, now it’s like all back in stock, full price, and people aren’t really touching it as much as they used to.
“I do think that some things are fads, but when you really lock onto something good, you then overeat it and [get] sick of it.
“A lot of things are fads and whatever’s in trend and trends seem to be moving on TikTok and Instagram.”
Main image by Sophia Bird.
