How some consumers are coping with cottage cheese shortages amid the protein craze

The dairy aisle is facing a significant supply disruption as consumer demand for cottage cheese surges, driven by a blend of social media trends and a shift in dietary preferences. What was once considered a stagnant kitchen staple has been revitalized by the “protein-maxxing” movement, leaving grocery shelves bare across Canada.

Fred Bouzide, owner of Fred’s Farm Fresh in Windsor, Ont., reports an unprecedented level of demand for the product. In three decades of retail, he notes this is the first time he has struggled to maintain inventory, with suppliers frequently reporting no available stock to meet his orders.

The Rise of the Protein-Maxxing Trend

The resurgence of cottage cheese is largely attributed to its reputation as a high-protein, affordable alternative to meat. As the prices of animal proteins like beef, chicken, and pork have risen, consumers are increasingly turning to dairy-based options. Social media platforms, particularly TikTok, have amplified this interest, with over 115,000 videos showcasing creative uses for the product, ranging from ice cream to savory chips.

Sylvain Charlebois, director of the Agri-Food Analytics Lab at Dalhousie University, highlights that this trend has persisted for several years, defying the typical short lifespan of viral social media phenomena. The shift is not merely anecdotal; it is reflected in national production data. Statistics Canada reported that cottage cheese production rose from 28,139 tonnes in 2024 to 35,459 tonnes in 2025.

Did You Know? Canadian cottage cheese production saw a 20 per cent increase between December 2023 and December 2024, a period during which production of other dairy products remained stagnant or saw slight declines.

Market Impact and Future Outlook

The economic impact of this sustained demand is evident at the checkout counter. National average prices for cottage cheese have climbed roughly 60 per cent since 2020, rising from approximately $3.20 per tub to over $5. Despite these higher costs, consumer interest remains high, and industry leaders are responding to the pressure.

Gay Lea Foods, the producer of Nordica cottage cheese, has confirmed significant investments to expand production capacity across its product line. According to company spokesperson Robin Redstone, the firm is working closely with retail partners to navigate the ongoing supply constraints.

Expert Insight: The current supply-demand imbalance underscores a broader realignment in consumer behavior where social media influence directly dictates inventory requirements for legacy food products. While manufacturers are scaling up production, the dairy sector is preparing for a sustained period of high demand, as the shift toward protein-dense, cost-effective dairy alternatives appears to be a long-term change rather than a passing fad.

Looking ahead, analysts expect that as production capacity catches up with the current surge in interest, the market may see a stabilization in supply. However, unless the popularity of “protein-maxxing” wanes, prices are likely to remain elevated compared to historical averages.

Frequently Asked Questions

Why is cottage cheese in such short supply?
The shortage is driven by a massive increase in demand linked to the “protein-maxxing” trend on social media and consumers seeking cheaper alternatives to rising meat prices.

How much have prices increased for cottage cheese?
National average prices have jumped roughly 60 per cent since 2020, moving from about $3.20 to over $5 per tub.

Is the industry taking action to address the shortages?
Yes, producers like Gay Lea Foods have made significant investments to increase production capacity across their product lines to better meet consumer demand.

Have you noticed a change in your own grocery shopping habits due to social media food trends?