Source: NYT > Business (paywall)
Cottage cheese has moved from niche diet staple to mainstream fitness commodity. TikTok creators have driven demand so sharply that manufacturers can't keep shelves stocked. Social platforms compress traditional adoption cycles—what took months of marketing now happens in weeks through algorithmic amplification and peer validation. Supply chains built for steady, predictable demand are scrambling to catch up. The shortage also reflects a shift in economics: high-protein, low-calorie foods now command premium shelf space because a young, digitally-native cohort treats them as status symbols rather than budget options.