With a growing emphasis on health and wellness, Americans are turning towards healthier food options in their online grocery purchases, as reported by Instacart. Analyzing customer data from 2023 to 2024, the online grocery platform noted a 39% increase in searches for “high protein” and a significant 159% surge in searches for “high fiber.” Additionally, there has been a 9% uptick in purchases of lower-sugar items and an 8% rise in low-carb products since 2021.
One noteworthy finding is the increasing popularity of nutritious options. Dietitian Kelly Springer in Skaneateles, New York, expressed optimism about these trends, highlighting the positive impact of online grocery shopping on making healthier food choices. Instacart’s methodology involved calculating the percentage difference in the share of orders within each category from 2023 to 2024, revealing substantial growth in certain categories such as non-alcoholic cocktails and prebiotic/probiotic beverages.
According to Alex Orellana, Instacart’s trends analyst, consumers are gravitating towards holistic and personalized health approaches. High-protein foods are favored not just for muscle development but also for metabolism and energy enhancement, while fiber-rich options are gaining traction due to increased awareness of the gut-brain connection. Low-carb diets continue to be popular for their benefits in maintaining stable energy levels and aligning with weight management goals.
Looking ahead, Instacart predicts further trends in healthy eating for 2025, including a significant rise in prebiotic and probiotic beverages. This aligns with the growing interest in digestive health and the benefits of omega-3s found in items like canned fatty fish. Additionally, the data shows an increased demand for enhanced water products like electrolyte drink powders and coconut water.
As consumers prioritize their well-being, the shift towards protein-packed foods and booze-free beverages reflects a broader movement towards healthier choices in the realm of online grocery shopping.
The growing emphasis on health and wellness is shaping how Americans choose their groceries. “I am incredibly proud of Americans as a dietitian,” said Springer. Reporting from Fox News Digital was provided by Peter Burke. Source: High-protein foods and alcohol-free drinks lead the list of health trends.
