Instacart Reveals the Top Keto, Whole30 and Paleo Products Trending This Year

Sugar-free sauces and dressings, protein-heavy snacks, alternative milk products, and healthy fats top the list.

It’s finally 2021 and New Year’s resolutions are in full swing, with many people starting new diets and refrigerator overhauls. Just one week into the New Year, we’re already starting to see shifts in consumer behavior with healthy foods, snacks and drinks rising in popularity, while searches for popular diets like Keto and Whole30 are up 26% and 100% compared to one week prior. So what exactly are people stocking their fridges and pantries with as they begin their “New Year, New You” healthy-eating quests? Insights from Instacart show that Americans are stocking up on essentials for three of the most popular diets in the U.S., including sugar-free sauces and dressings, protein-heavy snacks, alternative milk products, healthy fats, and more.

Below, we reveal the top-trending food products* for the Keto, Whole30 and Paleo diets that are rapidly growing in popularity and flying off the digital shelves this year:

Top-trending Keto Products*

1. Good Culture Double Cream Classic Cottage Cheese (+2,446%)
2. Fat Snax (+1,084%)
3. Nuttzo Keto Butter (+868%)
4. Love Good Fats Bars (+86%)
5. Birch Benders Keto Pancake & Waffle Mix (+69%)

“The high-fat, low carb Keto diet continues to be a popular choice for people seeking to kick off 2021 with new health habits,” said Laurentia Romaniuk, Instacart’s Trends Expert. “According to our recent survey conducted online by The Harris Poll,** Keto appears to be one of America’s favorite diets, with 28% of those who tried a diet within the last year saying they opted for Keto. When we look at purchase data on Instacart, the most popular Keto products right now are primarily breakfast and snack foods, which we believe is driven by continued work from home trends. As people spend more time at home, a stocked pantry of convenient and Keto-compliant foods can help you stick to an eating plan during a busy day.”

Top-trending Whole30 Products*

1. Chomps Beef Sticks (117%)
2. Big Tree Farms Coco Aminos (+88%)
3. Yai’s Thai Sauces (+35%)
4. Nutpods coffee creamers (+25%)
5. Primal Kitchen (+23%)

Top-trending Paleo Products*

1. Chomps Beef Sticks (117%)
2. Hu Salty Dark Chocolate Bars (+81%)
3. Wholly Guacamole (+7%)
4. Bare Baked Crunchy Organic Apple Chips (+5%)
5. Pacific Foods Organic Bone Broth (+4%)

Digging in deeper to see which parts of the U.S. favor these diets, data shows that Austin, Texas favors both the Paleo and Whole30 diets. Austinites purchase the most of these trending products, like the Primal Kitchen brand, which is up 23% across the city.

As we head into the New Year, it’s apparent that people are eager to turn over a new leaf and leave their quarantine comfort food bingeing in 2020. However, only time will tell if these new habits will become a mainstay for 2021.

Happy New Year!

*Based on rising searches over the past year compared to 2019.

**This survey was conducted online within the United States by The Harris Poll on behalf of Instacart from November 5–9, 2020 among 2,050 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected]

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