Executive Summary Discover the best-selling product categories on Instacart based on GMV data, order frequency, and market trends. Learn which grocery items drive the most revenue and how to position your products. 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 Key Performance Indicators by Category Produce: Average order: $45 | Repeat rate: 68% | Margin: 15-20% Dairy: Average order: $32 | Repeat rate: 72% | Margin: 12-18% Meat: Average order: $38 | Repeat rate: 55% | Margin: 20-25% Snacks: Average order: $28 | Repeat rate: 45% | Margin: 25-35% 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 Category Penetration Comparison Fresh Produce: 27% Instacart vs 18% traditional Organic Products: 22% vs 12% penetration Premium Brands: 35% higher share on Instacart Impulse Categories: 40% lower vs in-store 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 Ready to optimize your Instacart strategy? Contact PLOTT DATA for a demo of our Instacart marketplace intelligence platform. Get real-time data on what's selling, competitive pricing, and market trends across 14,000+ cities. Get Instacart Data Request pricing, inventory, and market data for instacart . Scope the fields, locations, and refresh frequency around your use case. Related Articles How to Get Instacart Data: Pricing, Inventory & Market Intelligence January 22, 2025 Complete guide to accessing Instacart marketplace data including pricing, inventory levels, delivery fees, and promotional strategies. Learn API access methods and data extraction techniques. Instacart for Brands: Complete Data & Analytics Guide Comprehensive guide for CPG brands on Instacart. Learn about market share data, pricing trends, retailer analytics, and how to optimize your brand presence across 85,000+ retail locations. Show us the data you wish existed Name the websites or apps, fields, locations, and frequency. We'll scope a representative sample and the production feed behind it. Request a sample Tell us the sources you need and what decisions the data should support