If you search “cottage cheese” on TikTok, you can scroll for hours and still not run out of video content.
The popular social media app has almost 150 million videos posted that relate to cottage cheese.
While many social media trends tend to come and go, this one seems to be sticking around, which has led to a slight bump in the dairy industry.
So far in 2024, cottage cheese production is up 11% over the previous year, according to data collected for the National Agricultural Statistic Service’s dairy products report.
This year’s production jump is on the heels of a 10% increase in cottage cheese production in 2023.
@healthylittlepeach The viral cottage cheese flatbread blew my mind. It grossed me out when I first saw it, but now that I’ve tried it, it’s AMAZING! Thanks @healthymumway for creating this amazing recipe. I also sqw @Shredhappens version. 10/10! 1 cup cottage cheese 2 eggs 1/2 tsp garlic powder 1/2 tsp onion powder 1.5 tsp Italian seasoning -Add to a blender or food processor. Blend well. Line a small baking pan with parchment paper. Pour the cottage cheese mixture in and spread out evenly. -Bake on 350F for 40 minutes! -Use as bread and build a sandwich! I am using Tzatziki, chicken, tomatoes, arugula and red onion! #cottagecheese #cottagecheeseflatbread #healthyrecipes #lowcarbrecipes #viralrecipe ♬ original sound - Mac
Cottage cheese makes up less than 3% of total cheese production, so moving the needle on cottage cheese sales isn’t necessarily going to be the dairy industry’s savior, but dairy farmers will still take it.
“It’s not a huge impact,” said Jayne Sebright, executive director of Pennsylvania’s Center for Dairy Excellence. “But any increase in any dairy product is going to be good for dairy farmers.”
April’s cottage cheese numbers jumped so high — nearly 24% — that NASS dairy products statistician Donnie Fike started calling cottage cheese producers to make sure there wasn’t a mistake in the data.
The producers confirmed to Fike that it wasn’t a clerical error. The dramatic jump in production was accurate.
“TikTok seems to be, in some people’s minds, the root cause of increased demand,” Fike said. “Production just follows the demand.”
In addition to the millions of videos on TikTok, Instagram Reels has also seen an uptick in cottage cheese content, with over 600,000 videos marked with the hashtag cottage cheese.
@foodswelovetoeat We all see cottage cheese having a moment and i am here for it! I used to think it was gross but as soon as i started treating it like ricotta/Burrata, a whole new world opened up! So here are 3 totally delicious ways to get yourself hooked! Also, this is not sponsored by any brand but i do have to say that my fav flavor/texture/consistency is currently @good_culture cottage cheese! It’s honestly so good and it’s packed full of protein which im loving right now! Got a flavor combo you’re digging? Drop it in the comments to share! ⭐️Cottage Cheese Toast Flavor Combos⭐️ 1️⃣ @aldiusa Protein bread, cottage cheese, @kansascitycanningco crispy chili oil, honey & flaky salt 2️⃣ Olive oil griddled sourdough rubbed with fresh garlic, cottage cheese, tomato bruschetta & balsamic glaze 3️⃣ Toasted sourdough, cottage cheese, @dalmatia_spreads fig jam, honey, toasted pistachios & flaky salt #cottagecheese #cottagecheesetoast #cottagecheeserecipes #highprotein #cheese #cheeselover #toast #cheesetoast #easybreakfast ♬ original sound - FOODS WE LOVE TO EAT
Emily Schaapman, owner of online coaching service and social media brand Dairy Girl Fitness, is no stranger to cottage cheese videos.
On her Instagram account — which has over 43,000 followers — she has been posting cottage cheese content since before it was trendy.
When Schaapman started noticing an increase in other health and fitness accounts posting about cottage cheese, she wondered how long the trend would last. Much to her satisfaction, it hasn’t petered out yet.
“People are continuing to realize that this is a really easy way to get in some really good protein,” Schaapman said.
Dairy products can sometimes be demonized on social media, with health influencers promoting alternative milk products, but Schaapman thinks the cottage cheese movement could be shifting perspective on dairy and health.
Even if people are still choosing to buy a milk alternative, they might be adding cottage cheese to their diet, which Schaapman views as a win for both dairy and nutrition.
“Maybe people aren’t putting every single dairy product into their cart, but starting with something like cottage cheese and Greek yogurt could be something that maybe helps them realize it’s really affordable, it’s really high in protein and honestly really yummy,” Schaapman said.
In addition to its nutritional aspects, cottage cheese is also a versatile ingredient. Schaapman said she often uses it in scrambled eggs and smoothies, and has even used it in cookie dough and Alfredo sauce.
@no.food.rules Recipe trends are fun to try, but learning to adjust so they properly nourish your body is key! I used about 1/2-2/3 cup cottage cheese and 1/4-1/2 cup marinara for the "base". #nofoodrules #intuitiveeating #foodfreedom #nondiet #nutritiontips ♬ Funny Song - Funny Song Studio & Sounds Reel
“Cottage cheese has a pretty mild taste,” Schaapman said. “So you can really utilize it and turn it into a lot of different recipes.”
Schaapman has been excited to see such a large number of fitness and nutrition influencers promoting cottage cheese, most of whom have no connection to agriculture. These influencers, she said, are the most likely to reach new consumers who may not have considered adding dairy to meals in the past.
Even Fike, who is very familiar with dairy, said the product’s takeoff on social media has influenced him to consume more cottage cheese.
“Any time you find a new opportunity to increase someone’s dairy in their diet, it’s a good thing,” Sebright said. “As an industry we need to be nimble and have the ability to pivot to wherever consumer trends are going.”
Right now that trend is cottage cheese, and it doesn’t look like it’s going to fade away any time soon.
