Instacart Celebrates the Fastest Growing Emerging Brands List

We believe in the power of choice. Consumers want choice when it comes to where they shop for groceries and how they shop - online, in-store, or an omnichannel mix. Retailers want choice when it comes to the technology they adopt to go online. And CPGs want choice, in where their products are stocked, where they reach the increasingly digitally-native consumer base, and how they engage with consumers.

The solutions we provide consumers, retailers, and CPGs, the ones we see powering every grocery transaction one day, were built to enable that freedom of choice and empower all our partners and stakeholders by providing a level playing field.

Today we're celebrating a host of new favorites and rising stars among the many CPGs that we partner with by releasing the Fastest Growing Emerging Brand List of 2024. These brands have all stood out in one way or another. Their growth on Instacart has been noteworthy and each one is an exemplar of what can be accomplished on Instacart when the right product reaches the right consumer base. All have been able to combine great products with effective marketing strategies and smart tactics to build awareness, encourage trial, acquire new-to-brand consumers, and generate incremental sales using Instacart Ads.

We have invested in designing solutions to enable emerging brands to design flexible, accessible, and affordable tools to amplify their products on Instacart and drive distribution off it. Our most recent additions include:

• New-to-brand campaigns. When we launched the Acquire objective in Ads Manager, we provided brands with an option to run ad campaigns optimized for reaching new-to-brand (NTB) customers. With this objective, advertisers can create and fund ad campaigns focused on reaching consumers who have not bought their brand on Instacart within the last 26 weeks.
• When Honey Stinger ran an ad campaign optimized for new-to-brand consumers, of the campaign's attributed sales, 65% were new-to-brand, showing how effective these campaigns are at reaching new consumers.*
• Free gift. A new offer structure that enables CPGs to offer consumers 100% off a single item, creating full-sized sampling opportunities for their products on Instacart. With free gift, CPGs can target consumers based on a variety of factors to narrow the offer down to the right audience.
• While piloting free gifts, we partnered with different brands to analyze and understand the impact of running free gift offers. In one study, a recently launched beverage brand ran a free gift campaign and in the eight weeks following found that 39% of the redeemers made a repeat purchase, going on to spend $13+ on the brand.
• Recipes. Recipes lets brands merchandise products alongside complementary items to complete a dish and spark inspiration in untapped moments. For example, when a consumer is searching for spinach they might see a recipe ad for vegetarian lasagna featuring the spinach that was already on their mind. By leveraging recipes, brands are able to extend their reach across aisles and win on searches they normally wouldn't show up in.
• During the pilot phase, recipes campaigns had over 35% NTB sales and 70% out-of-aisle impressions*. By merchandising with products beyond their own portfolio, recipes help spark relevant inspiration while consumers are browsing for items on their shopping lists.
• Ads on Thrive Market. We extended our advertising technology to launch the first ever advertising solution on Thrive Market so that CPGs can reach consumers as they shop on Thrive Market, the online destination for healthy and natural foods delivered to your doorstep.

Brands can win on Instacart no matter their category and focus. That the fastest growing emerging brand list has brands from dozens of different categories is proof of that. And these solutions are just some of the tools the brands who make next year's list will no doubt leverage.

To learn more about how Instacart works with emerging brands, visit https://www.instacart.com/company/ads/smb.