A growing fitness trend driven by social media is leaving supermarket shelves across Australia empty as demand for high-protein foods continues to surge.

Retail giants Woolworths and Coles say products such as Greek yoghurt, cottage cheese, and even canned sardines are selling out as more Australians embrace protein-rich diets promoted on TikTok and Instagram.

Canned sardines have become the latest viral “protein hack,” with influencers promoting them as an affordable option for weight loss and muscle building.

The sudden spike in demand has also raised concerns among shoppers that prices of popular high-protein foods could increase.

However, nutrition expert Dr. Emma Beckett from the Australian Catholic University has warned that simply eating high-protein foods does not guarantee better health, stressing that a balanced diet and regular exercise remain essential.

Both Woolworths and Coles say consumer demand for healthier, protein-rich food products has been steadily rising since the middle of last year, reflecting a growing focus on fitness and healthy living among Australians.