Cottage cheese is spent a little time. UK shoppers are snapping it in record volumes as the quest for natural, high protein food takes over fridges and social feed.
A new study from Levy Organization AHDB highlights the surge in popularity of products such as cottage cheese, whole milk and kefir yogurt, despite an overall decline in dairy volume.
While the dairy sector is facing pressure, changing consumer habits is driving growth in certain categories, particularly those considered clean labels.
This boom is driven by an increased demand for protein, a growing interest in gut health, a growing suspicion of ultra-high-processed foods (UPFS), and a new focus on naturalness.
Much of this momentum is amplified by social media, where cottage cheese has gained traction as a multipurpose, nutritious staple in a lifestyle that focuses on meal preparation and fitness.
According to IGD’s Shoppervista data (December 2024), 28% of consumers are actively increasing their protein intake, with another 29% planning to do so in 2025.
Mintel’s 2025 UK Lifestyle Report confirms that this trend is guided by shoppers seeking functional foods tailored to their individual health and fitness goals.
A dramatic 29.4% growth (NIQ Panel, 22 March 2025, 52 W/E) was seen, with plain cottage cheese containing 9.4g of protein per 100g in the form of full fat, and 10.6g in the reduced version (McCance and Widdowson).
Its versatility, often used as scrambled eggs, smoothies or dips, has helped to gain a new fanbase.
In addition, whole milk has returned favorably, experiencing a 2.9% increase from the previous year, and now accounts for almost a third (31%) of milk sales.
According to Mintel’s 2024 Dairy Report, consumers are increasingly valuing perceptions of naturalness over fat reduction options, particularly amid growing concerns about UPFS.
However, AHDB asks if the spotlight cottage cheese moment is a fleeting trend or a sign of a more lasting change in consumer dairy preferences.
“We’ve been working hard to get the better of our customers,” said Elisya Zain, AHDB analyst. “Social media is a major driver of health trends, raising awareness, influencing consumer perceptions, and presenting valuable opportunities to create demand, especially for younger consumers.
“Protein content is gradually becoming a major factor for shoppers when making food choices, so if we continue to highlight the natural protein levels and other health benefits of dairy products, dairy products like cottage cheese may continue to grow.”
