Instacart Collaborates with The New Consumer to Explore Food and Wellness Trends
For the first time, Instacart contributed insights for The New Consumer’s latest report, which looks at food and wellness trends.
The New Consumer, in collaboration with Coefficient Capital, recently published their Spring 2023 Consumer Trends report focusing on food and wellness. This report combined results from a survey of 3,000+ US consumers with insights provided by Instacart analyzing popular search terms, purchase data, basket affinities, and sales velocity.
“Consumers are more aware of their food habits and purchases, and how those decisions impact their overall health, than ever before,” said Dan Frommer, founder of The New Consumer. “Our new special report shows that consumers look to food to boost their overall well-being and want to buy from the retailers and brands that are focused in this area. By analyzing Instacart’s Insights, we were able to see how sentiments expressed by survey respondents mirrored consumer actions on their platform, reinforcing that food and wellness go hand-in-hand.”
One theme of the findings anchored on a growing focus on health and wellness for Americans across generations, when comparing their priorities for the next 12 months to the past three years.
This was visible in survey responses around ‘better for you’ diets, food choices, and exercise. It was backed by the analysis of Instacart data as well, with fastest-growing emerging brands and search term interest supporting narratives around the importance of health and wellness in grocery.
The report also takes a deep-dive into plant-based foods, looking at the interest in plant-based foods by generation, what plant-based alternatives were of most interest, and for what occasions were plant-based foods most often used. From Instacart, the analysis focused on basket affinities of plant-based foods, uncovering how much consumers shop across categories when they buy plant-based alternatives.
The report is chock-full of other interesting insights, from consumer opinions on grocery shopping to food influencers, the role of social media in recipe discovery, and more.
To download the report in full, sign up for a free account with The New Consumer here.
If you’re a brand looking to partner with Instacart and discover even more insights, reach out here.
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