S’more Please! Instacart Celebrates National S’mores Day with Gooey Insights

The simple combination of graham crackers, marshmallows, and chocolate, aka s’mores, make more than just a delicious treat. To many, they’re an integral part of the seasonal fun and a barometer for summer happiness. According to a new Instacart survey of over 2,000 U.S. adults conducted online by The Harris Poll, nearly 2 in 3 of those who love or like eating s’mores enjoy eating them during backyard bonfires or while camping over a fire (62% each) – both quintessential summertime activities! With National S’mores Day coming up on August 10, we took a closer look at the consumer buying patterns for s’mores and here’s what we found…

‘Tis the Toasting Season 

According to Instacart purchase data, s’mores season begins on Memorial Day with orders containing s’mores ingredients spiking by 143% compared to the week before, with steady purchasing behavior until the next surge over the Fourth of July weekend (+102% compared to the week before). 

And while s’mores have a seasonal surge every year, we discovered that their widespread popularity has been growing, with purchases for s’mores ingredients growing +7.5% year over year, comparing the peak season of 2022 to 2023. 

“A few months ago, travel experts predicted this would be a record-breaking year for summer vacations. With all kinds of travel booming this season – including camping trips with friends and family – the increase in purchases for s’mores ingredients on Instacart was not a surprise as s’mores and the great outdoors go hand in hand. Backing this up, our survey found that 25% of Americans who love or like eating s’mores agree that s’mores are a highlight of the camping/outdoor experience.” – Laurentia Romaniuk, Instacart’s Trends Expert

We’re just happy to know this nearly 100-year-old snackable dessert still holds its tradition!

It’s a Generational Thing

According to our survey, of the Americans who love or like eating s’mores, 49% say it’s because s’mores remind them of their childhood memories, and Hershey’s seems to think so too! ⤵️

“For many, using a Hershey’s chocolate bar to make a S’more is rooted in childhood memories. The moments when they connected with their families and friends over S’mores is a feeling that people want to experience over and over again, and many people want to make new memories with others to pass down the tradition. – Kyle Webster, Brand Management for Hershey’s

Who Buys More S’mores? …now say that 3x fast. 

When it comes to the nation’s s’mores stans, there’s a pretty clear pattern.

The states with the highest share of orders containing graham crackers, marshmallows, and chocolate are all located in the North, with the highest concentration of purchases happening centrally in the Midwest. On that same note, the states with the lowest share of orders are all located in the South, with Florida and Hawaii – arguably the two most tropical states in the country – topping the list.

This begs the question: does proximity to the equator have anything to do with people’s affinity for s’mores? 

We think so. 

Top 5 States with the Most S’mores Purchases

1. Iowa
2. South Dakota
3. North Dakota
4. Wisconsin
5. Minnesota

Top 5 States with the Least S’mores Purchases

1. Florida
2. Hawaii
3. Louisiana
4. Arizona
5. Georgia

It’s a Weekend Thing 

Perhaps not a surprise, but Fridays are the top day of the week for s’mores purchases. Nothing like starting the weekend with a camping trip or backyard bonfire, am I right? 

Following Fridays are Saturdays (#2) and Thursdays (#3), with Wednesdays (#7) coming in dead last for s’mores orders. 

Not S’mores, But Close Enough

It’s safe to say that the popularity of s’mores has spilled over into other foods, with snacks like yogurt, granola bars, cookies, cereal, and more incorporating s’mores flavors to appeal to customers. Here are the top 10 most popular food items with “s’mores” in the product name:

1. Chobani Greek Yogurt, S’more S’mores (single pack)
2. Pop-Tarts Toaster Pastries, Frosted S’mores
3. Chobani Greek Yogurt, S’more S’mores (four pack)
4. Quaker S’mores Granola Bars
5. Kodiak Cakes, S’mores Chewy Bars
6. General Mills Golden Grahams, S’mores Breakfast Cereal Treat Bars
7. Benton’s, S’mores Almond Flour Cookies
8. Malt-O-Meal, S’mores Breakfast Cereal
9. Quest, S’mores Protein Bar
10. Pepperidge Farm, Goldfish Graham S’mores Baked Graham Snacks 

S’more findings from our survey to jumpstart your sugar cravings:

More than half of Americans (57%) love or like eating s’mores. Here’s why…

• The great trifecta – 73% say it’s because they enjoy the mix of sweet chocolate, gooey marshmallow, and crunchy graham crackers.
• Outdoor summer magic – 59% say it’s because they are a perfect treat during bonfires or camping trips.
• Simplicity is key – 51% say it’s because they’re easy to make.
• Sweet nostalgia – 49% say it’s because s’mores remind them of their childhood memories. How sweet! 
• Get together – 38% say making and sharing s’mores creates a sense of togetherness.

Further, according to these s’mores lovers:

• Most like it…toasty – When making s’mores over a fire, 60% prefer their marshmallows to be golden brown.
  • 18% prefer lightly roasted marshmallows
  • 11% prefer charred marshmallows
  • 1% prefer untoasted marshmallows (weird, but ok!)

• To microwave or not to microwave – Just over half (51%) say they absolutely or probably would use a microwave to cook marshmallows for a s’more, while the other half (49%) would absolutely or probably not! We’re split on the ethos of microwave ‘mallow cooking!

• A cozy indoor treat! 39% say they enjoy eating s’mores while enjoying a cozy fire inside. 

• Mini marshmallows – Just over half (57%) believe it’s sacrilegious to use mini marshmallows for your s’mores.

• No fire, no problem – 77% agree that eating s’mores does not have to be limited to when there is a fire available.

• The roof (I mean, the s’more) is on fire – 61% agree that when roasting marshmallows for s’mores, they want their marshmallow to be on fire at some point.

Happy National S’mores Day!

Survey Method:

This survey was conducted online within the United States by The Harris Poll on behalf of Instacart from July 27 – 31, 2023, among 2,077 adults ages 18 and older, among whom 1,211 love/like eating s’mores. The sampling precision of Harris online polls is measured by using a Bayesian credible interval.  For this study, the sample data is accurate to within + 2.7 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected]. 

Adjusted for Growth:

We adjust Instacart growth percentages by the overall growth of total orders via Instacart. Doing so removes the influence of our platform growth so we can focus on the change in consumer behavior.

Instacart

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