Cannot find Greek yoghurt in the supermarket aisle? You are not alone

Customers strolling through the refrigerated aisle at Australia's major supermarkets might notice a shortage of Greek yoghurt.

The beloved snack ­— or condiment if you feel so inclined — has been in short supply on supermarket shelves across Woolworths, Coles and Aldi for several months.

The shortage has impacted popular Greek yoghurt brands Chobani and YoPro, particularly the high-protein varieties.

Supermarkets have since confirmed the supply disruptions are being driven by a surge in demand, fuelled by a combination of factors.

Viral trends influencing grocery shop

At the start of the year, the "Japanese cheesecake" hack swept social media by storm.

The two-ingredient no-bake recipe called for Biscoff biscuits to be mixed with Greek yoghurt and was spruiked by content creators worldwide.

Adding fuel to the fire is the high-protein hype, the latest dietary craze that has spread well beyond the gym.

Aldi said the demand for more protein-rich foods was also impacting other products.

"We're seeing a growing demand for high-protein foods like Greek yoghurt and cottage cheese, driven by viral trends and dietary choices," a spokesperson for Aldi said.

They said shoppers were generally inspired by viral recipe trends and were reaching for Greek yoghurt for its natural ingredients and high-protein content.

"We continue to work closely with our Supply Partners to meet this growing demand," the spokesperson said.

In addition to its high-protein content, Greek yoghurt was popular among shoppers drawn to natural ingredients, a Chobani spokesperson said.

"We're seeing strong demand," they said.

"It's a go-to for many households because it's versatile and naturally protein-rich, and we're also seeing shoppers seek fewer ingredients in their food."

When will stock levels return to normal?

Woolworths said the supermarket had trouble keeping Greek yoghurt on the shelves.

But little clarity was given on when stock levels would increase.

"Yoghurt products are always incredibly popular, and demand has been very strong for some time, placing additional pressure on production timelines," a Woolworths spokesperson said.

"We're in close communication with our suppliers and working hard to get more stock on our shelves as quickly as possible."

Coles, too, said dairy products had surged in popularity over the past 18 months due to a "wave of protein-focused recipes and inspiration on social media".

"Our suppliers are currently operating at capacity, and we're working closely with them to boost supply and help keep shelves stocked so customers can continue enjoying these sought-after high-protein options," a spokesperson said.

Sign of more to come

Social media trends influencing consumer behaviour are not new.

Last year, matcha producers in Japan were caught off guard by an "unprecedented" surge in the green coffee alternative driven by social media and a post-COVID-19 tourism boost.

The year before, cucumbers were the ingredient of choice as content creators experimented with salads and viral recipe trends.

While some retailers may be seeking to cash in on the latest dairy craze, consumer behaviour researcher Nitika Garg said the longevity of such trends was nearly impossible to predict.

"This is something marketers would kill to find out," she said.

"Previously we had low-carb, low-fat diets [trending] now it is high-protein … tomorrow it might be high-fibre.

Professor Garg said that while social media trends often appeared "innocuous" or "amusing", they could have detrimental health impacts, urging shoppers to do their own research.