CIP
Consumer Insights Portal: Grocery's missing data layer
The SaaS insights platform that reveals the full story behind a transaction: the choice, the purchase, and the demand signals that come next.
Powerful first-party data fueled by North America’s leading grocery marketplace
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The missing data layer surfaces the complete consumer story
Every data solution shows you the transaction. CIP layers on the decisions and the demand signals that lead up to it, so you see the story behind every purchase.
The purchase
See consumer trends across 2,200+ retailers, down to the individual product and updated daily, so every decision is grounded in real market data.
The choice
Understand why consumers choose you and what they do when they can't have you. Whether they wait, switch, or walk reveals how strong your brand is, and where it's at risk.
The demand forming next
Capitalize on leading indicators hidden in upper funnel signals that don't surface on the receipt, such as search trends, switching behavior, and basket affinities.
From search to shelf, we capture the choices in between
The receipt is one moment in a longer story. We capture the signals in the path between the consumer's intent and the moment an item is picked at the shelf.
Step 1: Search
Searches for "high protein pasta"
Opens the app, types in the search bar.
Step 2: Build
Builds the basket
Adds pasta sauce, parmesan, salad, a bottle of red.
Step 3: Receipt
Checks out
Pays and submits the order. Now it's headed to the shelf.
Step 4: Disrupt
Item out of stock
The Instacart Shopper marks the 12oz pasta unavailable mid-pick.
Step 5: Switch
Switches products
Consumer picks a different brand instead of waiting.
Step 6: Shelf
Instacart Shopper completes the order
Every outcome captured.
You'll do your job differently with CIP.
One SaaS insights portal. Use cases spanning your entire business, from launch to loyalty to lift.
Capture shifting category dollars before your competitor
Turn intent and cross-market behavior into an early-warning system to capture shifting category dollars before a competitor.
Reports available: Search Term Trends, Search Term Conversion, Substitution Insights, Basket Affinities, Switching, Purchase Cycle
Know what brand loyalty looks like, and prove it
Walk into meetings with behavioral proof of brand pull, grounded in how consumers actually shop.
Reports available: Substitution Insights, Switching, Purchase Cycle, Penetration & Buy Rate, Share of Wallet
Build the sell-in story retailers can't argue with
Prove you are incremental to the category to expand your facings or defend your position.
Reports available: Switching, Substitution Insights, Sales Decomposition, Penetration & Buy Rate, Source of Volume
Latest from our team
FAQs
What is the Consumer Insights Portal?
The Consumer Insights Portal (CIP) is a self-serve SaaS platform that helps CPG brands understand how consumers shop on Instacart. It provides reports built on Instacart's marketplace data, so you can see what drives sales, how promotions perform, who your buyers are, and how substitution and loyalty play out in practice.
Where does the data come from?
The Consumer Insights Portal leverages purchase and path to cart data from 26+ million consumers shopping on Instacart in 2025 across 2,200+ retail banners to deliver a unique reporting solution. Data is reported at the national, retailer, and retail-banner level and can be aggregated across product dimensions — category, brand, product group (PPG), UPC, and manufacturer — over weekly and custom time ranges. CIP only reports aggregated metrics and does not expose individual store-level results or any personally identifiable information (PII).
Who should use it on my team?
CIP can be used by many teams including Consumer Insights, RGM, Category Management, eCommerce, Shopper Marketing, Sales and Finance. Anyone who needs to know what consumers are doing across the full journey.
How quickly can we get started?
Most teams are up and running within two weeks. Request a demo and our team will walk you through onboarding for your specific categories and banners.
What can I do with CIP?
Understand basket behavior. See which products, brands, or categories are purchased together and how your portfolio fits into the consumer journey.
Track substitution and loyalty. Learn what happens when your product isn't found—which items replace it, how often shoppers stay with your brand or switch to competitors, and how much sales are lost to refunds.
Measure promotion impact. Compare promoted vs. non-promoted performance on trial, consumption, and key metrics using Quadrant and Scorecard views.
Monitor innovation performance. Track new product launches with trial and repeat rates, sales velocity, distribution, and competitive benchmarking.
Analyze household penetration and buy rate. View panel-style metrics (household penetration, buy rate, consumption trends) in table or trended form across products, brands, and retailers.
Explore source of volume and search. Decompose sales growth and explore search term trends and conversion by brand, category, and retailer.
Other solution suite products
In-Store Conditions
Our new SaaS solution giving you complete visibility into what's happening on the shelf, with unmatched depth, breadth, and speed. Daily visibility across 2,200+ retail banners and nearly 100,000 store locations.
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Insights Solutions
One partner for consumer signals, promotion optimization, and inventory intelligence.
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Ready to explore grocery’s missing data layer?
A 30-minute walkthrough of CIP using your categories and most important banners