Finnish social media trend empties supermarket shelves of sauerkraut

A surge in demand driven by health-focused social media trends has led to a nationwide shortage of sauerkraut in Finnish supermarkets, with sales rising by up to 70 percent compared to last year, Yle reports.

Major retail chains including K-Group, S-Group, and Lidl confirm that shelves have been stripped bare as demand outpaces supply. K-Group stores sold nearly 70 percent more sauerkraut in the first three months of 2024 than in the same period last year, while Lidl reported sales nearly doubling on some weeks compared to autumn 2023. S-Group markets recorded a 40 percent increase in kilograms sold.

Producers are struggling to keep up. Simo Heikkinen of Mäkelä Organic Farm, a supplier of organic sauerkraut, told Yle that stocks have been exhausted for weeks, with no immediate prospect of replenishment. “Organic sauerkraut hasn’t been available for some time, and there’s no sign of when it will be,” he said. The shortage follows a TikTok video by 18-year-old influencer Noora Korte, which sparked a boom in demand among young consumers.

Johanna Raatikainen, financial director at Rasilainen Sauerkraut Oy, confirmed the company has produced “significantly larger quantities” recently but declined to specify exact figures. All available domestic organic cabbage has been used, and new harvests won’t arrive until autumn. “Everything we had has been used up. We’ll have to wait for the new crop in the fall,” she said.

While fermented foods like sauerkraut are often linked to potential gut health benefits, the Finnish Heart Association notes that strong scientific evidence for these claims remains limited. Raatikainen welcomed the diversifying consumer base, however, noting that social media has helped break down prejudices against sauerkraut, particularly among younger buyers.

The last major surge in demand occurred during the coronavirus pandemic.

Tags: food and drink, social media, Finland