Go Big on Protein? Fill Up on fiber?

Instacart shoppers’ share of bought items in high-protein and high-fiber categories compared to the respective national average

Source: Instacart The Macro Moment: How Protein and Fiber are Taking Over America’s Carts. Instacart calculated the percentage difference between the share of items sold on the Instacart platform that were in high-protein and high-fiber categories in each state compared to the respective national overall in 2026. Data from select retailers removed from certain states are legally required.