Walk through a grocery store right now and two words seem to be following you everywhere: protein and fiber. Americans really are changing what they put in their carts—and fiber may actually be gaining ground faster than protein.
Walk through a grocery store right now and two words seem to be following you everywhere: protein and fiber.
According to Instacart's newly released grocery trend data, searches containing the word "protein" increased 12.7% year over year, while searches for "fiber" jumped 26.4%.
Americans really are changing what they put in their carts—and fiber may actually be gaining ground faster than protein.
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Walk through a grocery store right now and two words seem to be following you everywhere: protein and fiber. Americans really are changing what they put in their carts—and fiber may actually be gaining ground faster than protein. Grocery searches reveal what shoppers really want Instacart analyzed purchases made during the first half of 2026 and compared them with the same period last year.
They're on cereal boxes, snack bars, drinks and even ice cream. In other words, fiber interest grew more than twice as quickly. Eight of the 10 food categories that gained the most share o...
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