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Instacart

The Rise of Online Grocery Shopping in America

The time-saving convenience of having someone else shop for your groceries has become a new norm in the American household. The recent June 16th announcement of Amazon's acquisition of Whole Foods demonstrates how the future of the grocery industry is shifting in favor of e-commerce.

To get a sense of how American reliance on grocery delivery service has risen in 2017, let's take a look at category leader Instacart's popularity among consumer households across the U.S.

Here you'll see graphs of monthly and daily percentage order volume for Instacart, a map of of the nationally aggregated percentage frequency of Instacart orders, and which cities have the highest rate of adoption of the tech-savvy helper for stocking your kitchen.

Instacart Monthly Order Volume

The graph above depicts the percentage monthly order volume for Instacart from January 2016 to June 2017. The month with the highest order volume was June 2017 and is represented by a value of 100% in the graph. During this time period, there has been an 110% increase in order volume with growth seen in 11 of the months.

Instacart Daily Order Volume

The graph above depicts the percentage daily order volume for Instacart from June 1, 2017 to July 15, 2017. This graph shows that most Instacart orders tend to take place on Sundays as seen by the local peaks on the graph occurring each Sunday in June and the beginning of July. These weekend spikes in Instacart orders are presumably due to customers ordering their groceries for the week to come. There can be seen a smaller peak on the Sunday of July 2nd than the other Sundays, most likely due to 4th of July holidays and the consequential travel/holiday plans of Instacart users and drivers..

As the market evolves, we will continue to stay on top of the latest trends. To learn more about how Edison Trends can help your business, contact us at bizdev@edison.tech. For more up-to-date insights in the e-commerce space, be sure to subscribe to our newsletter, and follow us on Twitter at @EdisonTrends.

*The data shown is based on a sample of anonymized and aggregated e-receipts from millions of consumers in the United States.

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