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Americans are increasingly prioritizing health-conscious choices in their online grocery shopping, as revealed by Instacart's analysis of customer purchase and search data from 2023 to 2024. There is a notable 39% rise in searches for "high protein" and a 159% increase for "high fiber," alongside growing interest in low-sugar and low-carb products. Dietitians attribute this trend to the deliberate nature of online shopping, which reduces impulse buys. Instacart predicts continued growth in prebiotic/probiotic beverages and tinned fish rich in omega-3s. These shifts reflect a broader focus on holistic health, with consumers embracing personalized wellness strategies, including digestive health and stable energy levels.