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The great comeback of cottage cheese

Source: economist.com

TL;DR

Cottage cheese has surged in popularity thanks to online influencers pushing it as a high-protein ingredient in desserts and baked goods.
US sales volumes rose 14.3% in 2025 to 746.6 million pints, after gains of 9.4% in 2023 and 12.5% in 2024.[[1]](https://www.nmpf.org/cottage-cheese-and-a-boom-built-to-last)[[2]](https://nationaltoday.com/us/va/arlington-va/news/2026/04/06/cottage-cheese-sees-resurgence-as-lasting-trend)
The trend spans gym-goers seeking protein and older consumers, straining producers amid protein craze and social media hype.[[3]](https://www.economist.com/culture/2026/04/08/the-great-comeback-of-cottage-cheese)

The story at a glance

The Economist charts cottage cheese's revival as a versatile, mild dairy product popular with young fitness enthusiasts and older eaters alike. Influencers promote it in recipes replacing flour or mayonnaise for healthier twists on treats like cheesecake. The piece, published April 8th 2026, ties into broader food trends where viral social media drives demand, now challenging producers to scale up.[[4]](https://www.bloomberg.com/news/newsletters/2026-02-27/supermarket-sales-of-cottage-cheese-soar-and-dairy-companies-can-t-keep-up)

Key points

Starts with a hook: influencers claim cottage cheese can sub for flour and mayonnaise in recipes.[[3]](https://www.economist.com/culture/2026/04/08/the-great-comeback-of-cottage-cheese)
Online recipes feature it in strawberry cheesecake, ice cream, and other desserts for health-conscious eaters.[[3]](https://www.economist.com/culture/2026/04/08/the-great-comeback-of-cottage-cheese)
Its lumpy texture and mild flavour appeal across ages, from gym bros to grannies.[[3]](https://www.economist.com/culture/2026/04/08/the-great-comeback-of-cottage-cheese)
Viral demand has soared sales; US volumes hit 746.6 million pints in 2025, up from a 2022 low, with per-capita use at highest since 2009.[[1]](https://www.nmpf.org/cottage-cheese-and-a-boom-built-to-last)
Producers struggle to keep up, echoing shortages from TikTok trends since 2023.[[4]](https://www.bloomberg.com/news/newsletters/2026-02-27/supermarket-sales-of-cottage-cheese-soar-and-dairy-companies-can-t-keep-up)

Details and context

Cottage cheese peaked in the 1970s as a low-fat diet food but faded as yogurt took over. Social media revived it around 2023, with TikTok videos showing high-protein hacks like blended ice cream or baked goods—often 25g protein per serving.[[5]](https://www.nytimes.com/2023/07/07/well/eat/cottage-cheese-health-benefits.html)

The current boom aligns with protein obsession, boosted by fitness culture, weight-loss drugs like Ozempic, and gut-health focus. Brands like Good Culture lead with cleaner labels, while plants run at near capacity.[[6]](https://www.statista.com/statistics/1040862/us-sales-value-cottage-cheese-brand?srsltid=AfmBOorsrF1Z6AH3ZcH9bRA7SbsRbUDji3HcLlTxRvc2em-ikXZlnkbO)

US market hit $1.85 billion in 2025, with global growth at 5-6% CAGR through 2030, but fewer plants (down to 48 from 80) limit supply.[[7]](https://www.intelmarketresearch.com/united-states-cottage-cheese-market-10579)

Key quotes

"What do flour and mayonnaise have in common? Both can be replaced by cottage cheese, or so influencers claim." — The Economist[[3]](https://www.economist.com/culture/2026/04/08/the-great-comeback-of-cottage-cheese)

Why it matters

Protein-focused diets and social media are reshaping everyday foods, pulling once-unfashionable items like cottage cheese into the spotlight across generations. Consumers gain a cheap, versatile high-protein option (up to 25g per cup), while dairy firms face supply squeezes that could raise prices. Watch for new flavours, expanded production, or if the hype fades as trends shift.[[4]](https://www.bloomberg.com/news/newsletters/2026-02-27/supermarket-sales-of-cottage-cheese-soar-and-dairy-companies-can-t-keep-up)