Protein still commands attention in grocery carts. Fiber is giving shoppers another reason to look closer.
The next big nutrition story is taking shape in the grocery search bar.
Instacart’s analysis of first-half 2026 activity found that the share of searches containing “fiber” increased 26.4% year over year, compared with 12.7% for “protein.” Fiber started from a much smaller base, but its faster growth suggests shoppers are increasingly looking for it by name. Source: Instacart’s trend report
Fiber Is Finding Its Way Into Everyday Baskets
Eight of the 10 categories gaining the most share of items sold were high in protein or fiber.
Among fiber-rich categories, sweet potatoes recorded 28% growth in their share of items sold, followed by frozen edamame at 25% and dried prunes at 23%. These figures measure changes in purchasing share on Instacart, rather than total grocery sales. Source: Instacart
That makes the story broader than a wave of new functional snacks. Familiar produce and freezer staples are part of the momentum, too.
For food brands, the implication is worth considering: a shopper seeking fiber may find the answer in a vegetable, a pantry staple or a packaged snack. The competition extends beyond products with a prominent nutrition claim.
Instacart trend snapshot
Year-over-year growth in selected Instacart searches and categories
Fiber searches +26.4% | ██████████████████████████
Protein searches +12.7% | █████████████
Tinned fish +51.0% | ███████████████████████████████████████████████████
Sweet potatoes +28.0% | ████████████████████████████
Frozen edamame +25.0% | █████████████████████████
Yams +20.0% | ████████████████████
Protein drinks +15.0% | ███████████████
Cottage cheese +10.0% | ██████████
Protein bars +9.0% | █████████
Figures compare the first half of 2026 with the same period in 2025. These are relative increases in share, not percentage-point gains or increases in total sales volume. Search and purchasing figures measure different activities.
The findings reflect activity on Instacart, rather than the entire grocery market. They suggest growing attention to protein and fiber, without establishing why individual shoppers chose particular products. Source: Instacart’s trend report
Protein Still Has Plenty of Momentum
Protein drinks, protein bars and cottage cheese increased their share of items sold by 15%, 9% and 10%, respectively. Canned sardines posted 51% growth.
Protein is also reaching further into familiar packaged foods. Cheerios Protein’s share of its cereal category rose 157% between June 2025 and June 2026. Source: Instacart
These findings leave little room for a simple “protein is over” narrative. They suggest an expanding nutrition conversation, with fiber gaining attention alongside an established interest in protein.
The Opportunity Is Making Nutrition Easy to Buy
Taken together, the findings point toward a practical opportunity: help shoppers connect a nutrition goal with something they already know how to eat.
A familiar format can make that connection easier. So can a clear label, an appealing flavor or a product that fits naturally into breakfast, lunch or an afternoon snack.
The report does not explain every shopper’s motivation or prove which product strategies will succeed. Its clearest signal is that fiber deserves a more prominent place in the conversation.
Protein has already shown how widely a nutrient can travel across the grocery store. Fiber’s faster search growth gives brands a reason to consider where it could go next.