Data & Tech

Instacart data shows which viral TikTok recipes led to spikes in ingredient purchases

Yes, Emily Mariko’s salmon rice bowl made the list.
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Francis Scialabba, TikTok

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ICYMI, former Facebook advertising lead Carolyn Everson announced Friday that she will step down as Instacart president at the end of the year. The news comes…about three months after she joined the company.

Almost simultaneously, Instacart came out with its “Year in Groceries” report highlighting how social media trends have impacted grocery-buying this year.

  • Instacart surveyed more than 2,000 US adults with The Harris Poll, finding that 44% of Americans tried making a social media food trend in 2021.
  • More than one in three Americans (36%) surveyed said social media has changed how they approach cooking at home, “including the methods they’re using for cooking, the types of meals they’re making, and how they choose which recipes to make,” per the report.

Zoom in: The report also looked at which three viral TikTok recipes resulted in the largest spike in Instacart orders that included their main ingredients.

  • Jenni Häyrinen’s “baked feta pasta” came in at purchase-driving trend no. 1, with a 106% increase in the number of Instacart orders with the top ingredients from the dish during the week of February 7 (when Instacart says the trend peaked) versus the week before.
  • Emily Mariko’s salmon rice bowl” saw a 97% week-over-week rise during the trend’s October 3 peak.
  • And Sherwayne Mears’s “nature’s cereal” orders were up 94% the week of March 15.

Bottom line: “With viral food trends making a noticeable impact on Instacart grocery carts this past year, we expect consumers to look for more connection points between social media inspiration and how they cook at home, which includes grocery shopping,” wrote Laurentia Romaniuk, Instacart’s trends expert, in the report.—PB

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