As health consciousness grows among Americans, online grocery orders reflect a shift towards nutritious food choices, according to Instacart. From 2023 to 2024, there has been a significant increase in searches for high-protein (39%) and high-fiber (159%) foods, alongside a rise in lower-sugar (9%) and low-carb (8%) purchases since 2021. Dietitian Kelly Springer notes that online shopping promotes healthier selections over impulsive buys. Trends analyst Alex Orellana highlights this movement towards holistic health, citing the popularity of protein for energy and fiber for gut health.
When you are doing Instacart, you're more likely to purchase those healthier food items than to be buying spur-of-the-moment-kind-of-foods in the food aisle.
These trends are a reflection of how consumers are embracing more holistic and personalized approaches to health.
High-protein products remain popular not just for muscle building but also for boosting metabolism and energy, while fiber-rich foods are gaining momentum with increased awareness of the gut-brain connection.
The non-alcoholic cocktails category had a 350% increase in its share of orders in 2024 compared to 2023.
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