Consumer Insights Portal
Grocery's missing data layer
The SaaS insights portal that reveals the full picture across transactions at scale: consumer choice patterns, purchase trends, and the demand signals that come next.
Powerful first-party data fueled by North America’s leading grocery marketplace
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Most purchase data stops at the receipt.
The Consumer Insights Portal shows what happens before and around it, layering in the decisions that shape what ends up in the basket.
Purchase trends
See aggregated consumer purchase trends across 2,200+ retailers, at the product-level and with data updated daily, to unlock SKU-specific strategies for your team.
Consumer choice patterns
Understand consumer choice patterns at scale. Whether consumers wait for your product, switch to another, or walk away, each choice changes your brand loyalty story.
Demand signals
Capitalize on leading indicators hidden in upper funnel signals that don't surface on receipts, such as search trends, switching behavior, and basket affinities.
From search to shelf, we capture the patterns in between
The receipt is one moment in a longer journey. The Consumer Insights Portal reveals the patterns before and after the receipt.
Step 1: Search
Searches for "high protein pasta"
Opens the app, types in the search bar.
Step 2: Build
Builds the basket
Adds pasta sauce, parmesan, salad, a bottle of red.
Step 3: Receipt
Checks out
Pays and submits the order. Now it's headed to the shelf.
Step 4: Disrupt
Item out of stock
The Instacart Shopper marks the 12oz pasta unavailable mid-pick.
Step 5: Switch
Switches products
The consumer picks a different brand instead of waiting.
Step 6: Shelf
Instacart Shopper completes the order
Every outcome captured.
Illustrative example only
Do it differently with the Consumer Insights Portal
One SaaS insights portal. Use cases spanning your business, from launch to loyalty to lift.
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Capture shifting category dollars
Turn demand and cross-retailer behavior into leading indicators that reveal winning SKUs
Reports available: Search Term Trends, Search Term Conversion, Substitution Insights, Basket Affinities, Switching, Purchase Cycle, Cross Purchase Analysis
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Know what brand loyalty looks like
Show how loyal consumers are to your SKUs by revealing consumer choice patterns and substitution behavior
Reports available: Substitution Insights, Switching, Purchase Cycle, Penetration & Buy Rate, Share of Wallet
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Build the sell-in story
Build a data-backed story for your category conversations with retailers.
Reports available: Switching, Substitution Insights, Sales Decomposition, Penetration & Buy Rate, Source of Volume
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Insights reflect past promotion performance based on aggregated, anonymized Instacart Marketplace data. Promotion and pricing decisions are made independently by you and your retail partners.
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FAQs
What is the Consumer Insights Portal?
The Consumer Insights Portal is a self-serve SaaS insights portal that helps CPG brands understand how consumers shop on Instacart. It provides reports built on Instacart's marketplace data, so you can see who your brand consumer-types are and how they behave, What drives performance, Which investments pay off and which don’t and how to measure innovation performance.
Where does the data come from?
The Consumer Insights Portal leverages purchase and path-to-cart data from 26+ M annual orderers shopping on Instacart in 2025 across 2,200+ retailer banners to deliver a unique reporting solution. Data is reported at the national, retailer, and retail-banner level and is aggregated across product dimensions — category, brand, product group (PPG), UPC, and manufacturer — over weekly and custom time ranges. The Consumer Insights Portal only reports aggregated metrics and does not expose individual store-level results or any personally identifiable information (PII).
Who should use it on my team?
The Consumer Insights Portal can be used by many teams including Consumer Insights, Revenue Growth Management, Category Management, Ecommerce, Shopper Marketing, Sales and Finance, anyone who needs to know what consumers are doing across the full journey.
How quickly can we get started?
Most teams are up and running within weeks. Request a demo and our team will walk you through onboarding for your specific categories and banners.
What can I do with the Consumer Insights Portal?
Understand basket behavior. See which products, brands, or categories are purchased together and how your portfolio fits into the consumer journey.
Track substitution and loyalty. Learn what happens when your product isn't found—which items replace it, how often shoppers stay with your brand or switch to competitors, and how much revenue is lost to refunds
Measure promotion impact. Compare promoted vs. non-promoted performance on trial, consumption, and key metrics using Quadrant and Scorecard views.
Monitor innovation performance. Track new product launches with trial and repeat rates, sales velocity, distribution, and benchmarking.
Analyze penetration and buy rate. View panel-style metrics (household penetration, buy rate, consumption trends) in table or trended form across products, brands, and retailers.
Explore source of volume and search. Decompose sales growth and explore search term trends and conversion by brand, category, and retailer.
Footnote:
26M+ yearly active orderers is based on customers who placed at least one order through Instacart in 2025.
All other metrics listed are based on results from Q4 2025.
- Based on aggregated, anonymized Instacart Marketplace data. Subject to certain limitations.
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Ready to explore grocery’s missing data layer?
A 30-minute walkthrough of the Consumer Insights Portal using your categories and most important banners