Instacart reports that user searches for "fiber" on its platform jumped 26.4% year over year, while searches for "protein" rose nearly 13% in the same period. The company attributes the trend largely to the expansion of GLP-1 medications, which have pushed both nutrients to the center of the national food conversation. Eight of the top 10 fastest-growing categories on Instacart over the past year are protein- or fiber-rich foods.
In produce, sweet potatoes led fiber-driven growth with a 28% share gain since 2025. Hass avocados posted a 6% share gain, yams jumped 20%, and red raspberries, Bartlett pears, and D'Anjou pears also made the list. Frozen broccoli and edamame are picking up as well. Florida ranks first nationally for sales from high-fiber categories and second for high-protein categories on the platform.
For category managers, this data points to a concrete merchandising opportunity around produce items that carry a high-fiber positioning — especially as shoppers increasingly search by nutrient rather than by item name. Worth considering how produce signage, digital shelf content, and promotional strategy can lean into fiber and protein messaging heading into 2027 planning.