Albertsons CEO Discusses Surge in Cottage Cheese Sales Thanks to TikTok

Albertsons is experiencing a significant increase in the sales of cottage cheese, and according to the grocery chain's CEO, a certain social media platform might be the reason behind it.

Susan Morris, CEO of Albertsons, commented during a company earnings call, "I was compelled to verify the figures because cottage cheese is indeed witnessing impressive growth."

During the call, Morris was asked if the company had seen a rise in the sale of healthier products, particularly in light of the growing popularity of GLP-1 medications like Wegovy and Ozempic from Novo Nordisk. These medications often lead to dietary recommendations that include protein-rich foods such as cottage cheese.

Morris explained that while these diet-related factors play a role, they are not the sole reason for the increased demand.

"Certainly, some of this uptick is influenced by an emphasis on consuming more protein and cutting carbohydrates, likely among those using GLP-1 medications. Nonetheless, I'd be remiss not to cite TikTok as a significant contributor," Morris shared. "We’re capitalizing on these interests."

Innovative Recipes Fuel Popularity

Creatives on TikTok have devised various methods to incorporate cottage cheese into their diets. The brand Good Culture reported to Business Insider that their sales surged in 2023 after influencers raved about using the cheese in frozen treats. Subsequently, viral content showcasing cottage cheese integrated into pancake, bagel, and flatbread recipes have emerged.

Currently, TikTok boasts over 86,000 posts under the hashtag #cottagecheese, with a notable video offering three unique ways to prepare cottage cheese toast amassing 5.3 million views.

Boom in the Cottage Cheese Market

Albertsons isn’t the only entity benefiting from this trend. Industry statistics indicate that the cottage cheese market reached a valuation of $1.75 billion, reported by Circana, a market research firm based in Chicago. According to data from Dairy Foods, there was an 18% sales increase over the year-long period ending in February, following a 16% rise the previous year.

Good Culture, a thriving company since its inception about ten years ago, recently collaborated with various influencers, including renowned chef and Mŏkbar proprietor Esther Choi, James Beard Award finalist Fariyal Abdullahi, and the New York Times bestselling writer Jake Cohen.

In the upcoming year, Daisy, an established brand in the cottage cheese sector, announced a partnership with reality TV personality Daisy Kent from 'The Bachelor.'

Cottage Cheese Consumption Trends

Historically, the consumption of cottage cheese in the United States has fluctuated. According to data from the US Department of Agriculture, in 1975, the average American consumed 4.6 pounds of cottage cheese annually. Over the subsequent decades, this figure dwindled to a low of 1.9 pounds per person by 2021.

Recently, however, the trend has shifted, possibly due to TikTok’s influence, with 2023 data indicating an average consumption of 2.1 pounds per person.