CNN: In the United States, the viral popularity of granular cheese on TikTok has led to an increase in sales

Demand for cottage cheese, which for decades was considered a niche product and associated with 1950s dietary recipes, has skyrocketed on TikTok. About writes CNN.

According to research company Circana, in mid-June, cheese sales increased by 20% compared to the same period last year.

Demand growth has been recorded for the third year in a row. In 2023 and 2024, the market added 17% each, and in 2022 – 11%.

Some producers report even higher growth rates. The Organic Valley cooperative says their cheese is selling 30% better than last year.

Experts attribute the surge in the popularity of cottage cheese to the growing interest in high-protein foods, the overall increase in dairy consumption, and the influence of social media.

On TikTok, videos with new cheese-based recipes, from ice cream to baked goods, began to gain views and go viral. This activated a younger audience and significantly expanded the target group of consumers.

The Good Culture brand, which is often featured in viral videos, cannot keep up with demand. Production is running at full capacity, but stocks are quickly running out.

In response to the market situation, producers of the product began to build new facilities. In particular, Daisy Brand is opening a new plant in Iowa, and Westby Cooperative Creamery is already investing in new equipment, as order volumes exceed current capacity by 30%.

Analysts believe that the trend is long-term. However, due to limited production capacity, the shortage of cereal cheese in the US may persist for at least a few more months.

• During Biden's tenure, a law was passed that provides for either the sale of TikTok to a non-Chinese owner or the blocking of the social network.
• If it were not for Trump's postponement, it would have been under this law, TikTok should have been blocked in the United States back in January.