As we gear up for Fourth of July celebrations, we’re diving deep into Americans’ strong culinary preferences for the holiday. From the smoky aroma of a backyard barbecue to the fresh crunch of a ripe watermelon, certain items see a significant spike in popularity as Independence Day approaches. Let’s take a look at the insights drawn from Instacart’s purchase data, reflecting the nation’s festive food habits.

Surging Holiday Staples 📈

During the seven days ending on July 4th, 2023, certain items flew off the shelves at unexpected rates:

• Yellow Corn: With a staggering 380% increase in purchases compared to the overall yearly average, it’s clear that corn on the cob is a must-have for many cookouts.
• Charcoal: Seen as the backbone of grilling, charcoal saw a 222% hike in sales, underscoring its importance in achieving that perfect barbecue flavor.
• Potato Salad: This classic side dish was purchased 177% more often, making it a summer staple for many Americans. 

Regional Preferences in the Hot Dog 🌭 vs. Burger 🍔 Battle

Hot dogs and hamburgers have been July 4th grilling contenders since Independence Day parties became a “thing.” To settle the score, we looked at bun sales as a proxy to understand the popularity of each. Comparing the share of orders for hot dog buns versus hamburger buns during the seven days ending on July 4th, 2023 reveals which classic cookout contender comes out on top.

Geographical preferences shape the hot dog vs. burger debate across the United States. Despite their geographic disparities, the Southeast, Northwest, and Northern New England states find common ground in their preference for burgers over hot dogs. However, hot dogs take the crown in a larger share of states – 32, including Washington, D.C. – making them the clear favorite nationally.

Cheers to Light Lagers & Canned Cocktails

Light Lagers reign supreme as the most popular type of alcohol purchased during the week leading up to Independence Day followed by Hard Seltzers, Vodka, Canned Cocktails, and Mexican-style lagers. Notably, Canned Cocktails experienced a surge in popularity during last year’s Fourth of July, with a 30% increase in purchases compared to the previous year. Conversely, Hard Seltzers faced a decline, seeing an 11% drop over the same period.

Here are some of the top brands showing up in Carts:

Data looking at the week ending on 7/4/23 compared to the same period in 2022

• Canned Cocktails: High Noon led the canned cocktails category, with its share of items growing by 26%.
• Non-Alcoholic Beer: Athletic Brewing Company flourished in the non-alcoholic beer category with its share of items growing by 53%.
• Mexican-style Lagers: Modelo Especial took the top spot for the category with its share of items growing by 17%.
• Tequila: Casamigos topped the tequila category with its share of items growing by 24%.

“Non-alcoholic beers continue to rise in popularity, with the category’s year-over-year item share growing by more than 12 percent. This reflects a broader consumer trend toward beverages that offer the social feeling of drinking without its negative effects. Anticipating similar growth, we expect non-alcoholic wines and spirits to also gain traction, particularly during the upcoming 4th of July holiday.” – Laurentia Romaniuk, Instacart’s Trends Expert 

Condiment Quirks Across the Country

Condiments are pivotal in defining regional flavors – here’s what we uncovered:

• Mustard: Mustard-based barbecue sauces are famous in South Carolina, reflecting their unique regional taste – but two Southwestern states (New Mexico and Colorado) are also fans of the tart and tangy condiment.
• Hot Sauce: Popular in the West, hot sauce adds a kick to any dish for those who dare to splash it on.
• Ranch Dressing: Ranch dominates the central heartland of America, perfect for dipping and dressing almost anything. 
• Mayonnaise: This creamy condiment is largely favored in the Northeast and Northwest. Perfect for fry dipping and bun topping!
• Barbecue Sauce: BBQ Sauce reigns over the South and Mid-Atlantic areas, known unofficially as the “Barbeque Belt.”

As we light up our grills and don red, white, and blue, we hope these insights offer a glimpse into the flavors that unite us in celebration. Happy Independence Day!

Instacart

Author

Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.