What Sells Most on Instacart: Top 10 Grocery Categories in 2025

Introduction: Understanding Instacart's $30B Grocery Marketplace

Instacart has revolutionized grocery shopping in North America, processing over $30 billion in GMV annually across 85,000+ retail locations. But which product categories drive the most revenue? Using PLOTT DATA's marketplace intelligence platform, we analyzed over 2 million product listings and 10 million orders to identify Instacart's best-selling categories.

Top 10 Best-Selling Categories on Instacart (2025)

1. Fresh Produce & Vegetables (27% of GMV)

Fresh produce dominates Instacart sales, accounting for more than a quarter of total GMV. Key drivers include:

• Organic vegetables: 45% higher AOV than conventional
• Pre-cut produce: Growing 35% YoY
• Salad kits: $8-12 price range, high repeat purchase rate
• Seasonal fruits: Berries, avocados, and citrus lead

2. Dairy & Eggs (18% of GMV)

Essential staples with consistent demand and high basket attachment rates:

• Milk alternatives: Oat and almond milk growing 50% YoY
• Greek yogurt: Premium brands outperform
• Cage-free eggs: 60% of egg sales
• Specialty cheese: High margin category

3. Meat & Seafood (15% of GMV)

High-value category with strong customer loyalty:

• Chicken breast: Consistent top seller
• Ground beef: Family-size packs perform best
• Salmon fillets: Premium seafood leader
• Pre-marinated proteins: Growing convenience segment

4. Snacks & Beverages (12% of GMV)

Impulse purchase category with high basket penetration:

• Sparkling water: LaCroix, Spindrift dominate
• Protein bars: Health-focused brands growing
• Potato chips: Multi-pack purchases common
• Energy drinks: High repeat purchase rate

5. Frozen Foods (9% of GMV)

Convenience category showing strong pandemic-era growth retention:

• Frozen pizza: Top frozen category
• Ice cream: Premium brands outperform
• Frozen vegetables: Organic gaining share
• Ready meals: Health-focused options growing 40% YoY

6. Pantry Staples (7% of GMV)

Essential items with predictable demand patterns:

• Pasta & rice: Bulk purchases common
• Canned goods: Tomatoes and beans lead
• Cooking oils: Olive oil premium segment
• Baking supplies: Spike during holidays

7. Bakery & Bread (5% of GMV)

Fresh bakery items with same-day delivery advantage:

• Artisan bread: $5-8 price point popular
• Bagels: Multi-pack purchases
• Croissants: Weekend purchase spike
• Gluten-free options: Growing 30% YoY

8. Health & Personal Care (4% of GMV)

Growing category as Instacart expands beyond groceries:

• Vitamins & supplements: High margin products
• First aid: Emergency purchase driver
• Personal care: Toothpaste, deodorant staples
• Beauty products: Premium brands gaining

9. Baby & Pet Food (3% of GMV)

High-loyalty categories with repeat purchase behavior:

• Baby formula: Stock-out avoidance driver
• Diapers: Bulk purchases common
• Premium pet food: Growing 45% YoY
• Pet treats: High basket attachment

10. Alcohol (Varies by Market)

Available in 85%+ of markets, strong weekend performance:

• Wine: $15-25 bottles most popular
• Craft beer: Local breweries perform well
• Hard seltzers: Summer sales spike
• Spirits: Premium brands dominate

Category Performance Metrics

Seasonal Trends and Patterns

Q1 (January - March)

Health-focused purchases surge post-holidays. Organic produce +40%, plant-based proteins +35%, and healthy snacks +30% vs Q4.

Q2 (April - June)

Grilling season drives meat sales up 25%. Fresh produce peaks. Seasonal fruits (berries, melons) see 50% increase. Ice cream and beverages surge 40%.

Q3 (July - September)

Back-to-school pantry stocking in August/September. Snacks for lunch boxes +45%. School supplies added to baskets. Frozen meals for busy families +30%.

Q4 (October - December)

Holiday baking and entertaining dominate. Baking supplies +60% in November. Party platters and prepared foods surge. Premium proteins for holiday meals.

Regional Variations in Best Sellers

Northeast Markets (NYC, Boston, Philly)

• Higher organic produce penetration (55% vs 40% national)
• Strong deli and prepared food sales
• Premium coffee and tea categories overindex
• Kosher and specialty dietary products perform well

Southeast Markets (Miami, Atlanta, Charlotte)

• Tropical fruits and Latin specialty items strong
• Sweet tea and regional beverages popular
• Seafood overindexes vs national average
• Hispanic food categories growing 50% YoY

West Coast Markets (SF, LA, Seattle)

• Plant-based alternatives highest penetration
• Asian specialty ingredients and produce
• Organic everything (65% organic produce share)
• Kombucha and functional beverages overindex

Midwest Markets (Chicago, Minneapolis, Detroit)

• Value-focused purchases more common
• Frozen food category 20% above national average
• Meat and cheese categories strong
• Larger family pack sizes preferred

Strategies for Brands to Win on Instacart

1. Optimize for Search

85% of Instacart purchases start with search. Ensure your products are:

• Tagged with accurate categories and attributes
• Using customer-friendly product names
• Highlighting key selling points (organic, gluten-free, etc.)
• Including use cases and recipes in descriptions

2. Price Competitively

Instacart customers compare prices across retailers. Use PLOTT DATA to:

• Monitor competitor pricing in real-time
• Identify optimal price points by category
• Track promotional effectiveness
• Adjust pricing by market and retailer

3. Maintain Stock Levels

Out-of-stock rate directly impacts sales. Brands that maintain 95%+ in-stock rate see:

• 30% higher sales velocity
• Better search ranking and visibility
• Higher customer satisfaction and reviews
• Improved retailer relationships

4. Leverage Promotions Strategically

Well-timed promotions drive trial and repeat purchase:

• New product launches: 20-25% off to drive trial
• Holiday periods: Bundle deals and meal solutions
• Slow periods: BOGO offers to maintain velocity
• Targeted promos: First-time buyer discounts

Instacart vs Traditional Grocery Shopping

Future Trends: What Will Sell Most in 2026

1. Meal Kits and Prepared Foods

Growing 55% YoY as Instacart partners with meal kit brands and expands prepared food selection. Convenience + quality combination resonating with customers.

2. Sustainable and Eco-Friendly Products

Gen Z and Millennial shoppers driving demand for sustainable packaging, carbon-neutral shipping, and environmentally friendly products. Growing 40% annually.

3. International and Specialty Foods

As Instacart expands ethnic retailer partnerships, specialty food categories (Asian, Latin, Middle Eastern) growing 45% YoY. Hard-to-find ingredients driving usage.

4. Health and Wellness

Functional foods, supplements, and health-focused products expanding rapidly. Instacart positioning as health destination beyond grocery. Growing 50% YoY.

Key Takeaways for Brands and Retailers

• Fresh produce and dairy drive 45% of Instacart GMV - prioritize these categories
• Premium and organic products significantly outperform vs traditional grocery
• Regional differences matter - tailor assortment and pricing by market
• Stock levels critical - out-of-stock rate must stay below 5%
• Seasonal patterns predictable - plan inventory and promotions accordingly
• Search optimization essential - 85% of purchases start with search
• Competitive pricing required - customers actively compare across retailers

How PLOTT DATA Can Help

Track what sells most on Instacart in real-time with PLOTT DATA's marketplace intelligence platform. Monitor:

• Category performance and trending products
• Pricing across all retailers and markets
• Stock levels and out-of-stock rates
• Promotional effectiveness and ROI
• Competitor assortment and positioning
• Search ranking and visibility metrics