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What Will Fill Your Cart in 2017?

By February 16, 2017Press Release

What Will Fill Your Cart in 2017?

by Instacart

At Instacart, our customers browse the aisles online and on their phones, meaning we have the advantage of knowing not just what people are picking up from the shelves, but what they came to the store to look for. Our search trends are the best way to surface the big movers and shakers from 2016, headed to your grocery cart in 2017.

The people have spoken — through the search bar. Here are the biggest food trends of 2016.

Our Top Five of 2016

Last year we saw the domination of La Croix and the rise of the spiralizer. This year we saw the surge of healthy ice cream and a distinct interest in healthier snack options.


Dairy-Free Delights

2016 provided many satisfying and delicious alternatives to dairy. With coconut, soy and almond milks as a creamy substitute (at a fraction of the calories), we noted a significant uptick in dairy-free purchases of yogurt, milk, creamer and frozen treats.

Prediction: 2017 will usher in more delicious ways to ditch dairy. Keep an eye on nut-based yogurts (Forager Cashew Yogurt, for example) and Daiya, makers of vegan cheese that has a reputation for capturing the taste and texture of traditional cheese.


Gluttons for Gluten-Free

General searches for anything gluten-free, such as “gluten-free snacks,” “gluten-free hot dog buns” and “gluten-free crackers,” cracked the list of top trends in 2016. Even “gluten-free meatballs,” it seems, are in high demand.

Brands that are trending: Banza, a chickpea pasta, is up 343%, and Cappello’s, a product line that offers gluten-free, grain-free items, including pasta, pizza and cookie dough is up 314%.

Prediction: People will feel compelled to branch out from pre-made gluten-free items in 2017 since gluten-free ingredients, like almond and flaxseed flour, are readily available. Also, mixes like those made by Simple Mills make gluten-free baking easy. Rest assured, gluten-free is going strong.

People are Partial to Paleo

Searches for “Whole 30,” a popular paleo-based diet, are up this year by 292%. Other popular staples like chicken bone broth and grass-fed ground beef are up 268% and 381%, respectively.

Prediction: More and more brands will seek out the “Whole 30 Approved” label, following the footsteps of brands like Fatworks Oils and Naked Bacon, and more and more retailers will carry these brands.


We examined the change in Instacart user behavior by comparing growth adjusted year over year changes in the popularity of various search terms. We used a data set comprised of millions of searches from consumers spread over the 18 US states in which Instacart operates. Our results are focused on the terms that have experienced the strongest relative rise in customer interest.


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