Instacart has announced the launch of its Consumer Insights Portal (CIP), a new software platform designed to provide brands with real-time access to grocery shopping data. The platform draws on daily activity from nearly 100,000 stores and over 1,800 retail banners, offering marketing, sales, and insights teams self-serve access to detailed information such as SKU-level performance, search behavior, substitution patterns, and the impact of promotions.
The company says CIP is intended to help brands quickly understand what drives customer trial, loyalty, and basket-building across various channels. This information can be used by marketers to refine promotions, product placement strategies, and media planning on a week-to-week basis.
“Over the last few years, we’ve been focused on harnessing Instacart’s first-party data to deliver advanced measurement and metrics to our partners,” said Ali Miller, General Manager of Advertising at Instacart. “What we’ve heard from brands and agency partners is that they’re eager to use our data to inform broader decision-making. We built the Consumer Insights Portal to surface actionable patterns in consumer behavior – information like brand switching, trial drivers, and repeat rates – in a way that’s timely and directly useful.”
By making its purchase data available through subscriptions, Instacart aims for brands not only to improve their advertising strategies but also inform wider business decisions across different consumer touchpoints.
The portal provides several key features: daily product-level sales data by category or retailer; insights into what consumers search for before purchasing; analysis of substitution behaviors; evaluation of promotion effectiveness; and tools for tracking launches or campaigns over time. Brands are already using these capabilities for tasks such as monitoring new product launches in near real time or comparing regional performance across retailers.
Tara Scott, Chief New Growth Officer & VP Alternative Revenue Streams at Coca-Cola Bottling Canada commented: “Having access to timely, real purchase data through the Consumer Insights Portal has been incredibly helpful for our team. It’s given us a clearer view into how consumers are discovering and choosing our products across customer channels and helped us move faster on decisions around promotion strategy and retail planning. We’re excited to keep building on these insights as we aim to advance our role as valued customer partners.”
Nico Cattaneo, Senior Vice President of Enterprise Analytics and Insights at Advantage Solutions added: “One of the ways we’re driving optimized sales is by leveraging data and analytics to deliver fast, more actionable insights for our clients. Our team leverages the Consumer Insights Portal to provide clients with a deeper understanding of what shapes omni behavior, identifying paths to improve promotional effectiveness at scale across retailers and channels. With our exclusive brokerage access as a build partner to first party, closed-loop purchase behavior analytics powered by Instacart we can better connect shoppers with brands and products that enrich their lives.”
With this launch, Instacart expands how companies can use its data in everyday decision-making processes related not just to marketing but also product development and retail execution.
