E-Commerce

Cottage cheese is surging on Instacart

Its sales had been declining for decades, but cottage cheese is up 27% for the grocery delivery app.
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TikTok/@tiffanymagee

· less than 3 min read

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After seeing sales declines since the 1970s, when it was a popular dieting staple, cottage cheese has been having a resurgence on TikTok, as we reported recently. The interest owes to the popularity of unusual recipes like cottage cheese cookie dough (to be eaten uncooked), cottage cheese ice cream, and the novel notion of combining cottage cheese with mustard.

Now there’s evidence from Instacart that all that interest is translating to a major increase in sales, too—and not just for cottage cheese.

You curd it here first: Instacart orders that included cottage cheese increased 27% year over year for the seven days ending Aug. 22, according to data Instacart shared with Retail Brew.

And it appears mustard has been basking in some of that cottage cheese glory, too:

  • For the same week, orders that contained both cottage cheese and mustard were up 35% YoY.

On TikTok, the most liked (452,700 likes as of August 25) video tagged #mustardandcottagecheese, by My Nguyen (@myhealthydish), was uploaded on July 6 and has been viewed 5.8 million times.

Just three days later, July 9, was the single biggest day for Instacart orders containing both cottage cheese and mustard. It also was the single biggest day for orders containing cottage cheese at Instacart.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.