No more Skyr on the supermarket shelf: That’s why the dairy product is now out of stock

Skyr was already a successful product before the current hype. The Icelandic dairy product is considered to be high in protein and low in fat and therefore an ideal building block for a “fit” diet.

Manufacturers such as Arla have consistently built up the category in recent years: Skyr has gone from being a niche product in the refrigerated section to becoming an integral part of many shopping lists. This initial situation means that the product is now particularly badly affected: a TikTok trend meets a food product that is already in high demand – with the result that Skyr is hardly available in many places anymore WirtschaftsWoche reported.

Trend on TikTok: Mixture of Skyr and energy drink

The trigger is no longer just classic “healthy lifestyle” recipes, but above all a new trendy drink that is spreading rapidly on TikTok, such as the well-known food blogger maxx glitch shows: a mixture of Skyr and energy drink. In the videos, the mix is ​​usually combined with a sugar-free energy drink, often brands like Monster Zero. The ratio is simple, Skyr and energy drink are mixed one to one, the preparation is quick and visually perfect for short clips. The drink is presented as a stimulant that is also said to be a good source of protein: lots of protein, lots of caffeine, supposedly ideal for fitness, studying or long days.

At the same time, there are other recipes circulating in which skyr plays the main role. Particularly popular is a type of “no-bake cheesecake” or the ““Japanese Cheesecake”in which caramel cookies are put in Skyr or natural yogurt and left to sit in the fridge overnight. The result is celebrated as an uncomplicated cheesecake substitute that requires no baking.

This combination of dessert trend and energy drink mix ensures that significantly more Skyr is bought than usual. Many users no longer just buy one or two cups for breakfast, but instead buy larger quantities in order to follow the trends or try out several variants at the same time.

Empty refrigerator shelves as a result of the hype

On the retail and manufacturer side, the effect is immediate. Discounters and supermarket chains are reporting noticeably increased demand and shelves that would otherwise be reliably filled but are now temporarily empty. According to Wirtschaftswoche, manufacturers state that current demand is sometimes higher than existing production capacities. However, dairy products cannot be “ramped up” at any speed: raw milk, production facilities, filling and the cold chain set clear limits. At the same time, retail and industry are planning ahead, while TikTok creates trends in real time. A hype that goes viral within a few days inevitably overtakes these planning cycles.

The pattern is not new. Social media hype around certain foods had already ensured that individual products were hardly available in the short term. What is new is how naturally young target groups in particular align their shopping behavior with TikTok and similar platforms and how strongly these dynamics now influence real supply chains.

Why nutrition experts warn against the Skyr energy drink

The new trend drink is viewed particularly critically. Nutrition experts warn against the mixture of Skyr and energy drink, especially if it is consumed regularly by young people. Energy drinks contain high doses of caffeine and various artificial ingredients: from sweeteners and flavors to colors and functional additives.

In a post at RTL nutrition expert Dana Burde expressly points out this problem. She emphasizes that consumption can be particularly worrying for young people because the amount of caffeine quickly becomes very high. Her conclusion about the energy drinks is clear: “Of course they all contain artificial ingredients.” It’s not just the amount of caffeine that’s problematic, but also the way the drink is perceived. Skyr enjoys a healthy image, stands for protein and figure-friendliness. If this product is then mixed with a stimulating drink, the combination appears in many videos to be more harmless and “smarter” than it actually is.

The impression arises that a clever stimulant has been invented that combines fitness and energy. In fact, it remains a highly caffeinated mixed drink that is based primarily on artificial additives. Young people in particular often underestimate how much caffeine they absorb throughout the day.