New Year, New Flu: How Consumers are Shopping for Sick Day

The New Year brings new beginnings, resolutions, goals, and unfortunately, often the cold and flu. According to a recent survey by the non-profit organization, KFF (formerly called Kaiser Family Foundation), only half of Americans planned on taking virus protection measures leading up to last year’s holiday season. Now, after well-deserved celebrations and get-togethers with family and friends, many across the country may find themselves paying for it with the flu, cold, or the latest variant of COVID-19.

According to Instacart purchase data from 2023, customers purchased cold and flu medicine 14% more often in January than they do on average during the rest of the year. Items like Vitamin C supplements, humidifiers and immune support products were all in a higher share of carts in January than they were compared to the rest of the year on average. We also found that the share of orders for cold and flu medicine peaked on Wednesdays in January. Is the cold and flu out to ruin the weekend or is the cold and flu a result of too much fun on the weekend? We’ll never really know, but what we do know is that January is a popular month to have Sick Day remedies delivered via Instacart. 

Let’s examine the data and see how customers are leaning on Instacart’s convenience and selection to help get them through the cold and flu season. 

(Cold)Busting into the New Year

Products typically found in the ‘cold & flu’ aisle were purchased more frequently in January than the year on average. Immune Support (29%), Humidifiers (26%), and Vitamin C Supplements (23%) lead the pack, telling us that customers were in the midst of a post-holiday virus battle as they entered the new year. 

Here is a look at some of the most notable cold and flu categories that were added to carts more often in January compared to the rest of the year: 

America’s Hardy Heartland

One US region stands out when it comes to the least amount of cold and flu medicine ordered in January… the Midwest! With the lowest average of orders with cold and flu medicine, they’re onto some sort of immunity secret – certainly nothing to sneeze at! 

Here is a state-by-state look at the share of orders that contained either cold and flu medicine, cough suppressants, or congestion medicine across the country:

The Top 5 states that ordered the most amount of cold and flu medicine include:

1. Wyoming
2. Vermont
3. Maine
4. New Mexico
5. Montana

The Top 5 states that ordered the least amount of cold and flu medicine include:

1. Iowa 
2. South Dakota
3. Minnesota
4. Illinois
5. Hawaii

Cold & Flu Co-Stars

Naturally, every star needs a supporting cast. When it comes to orders that contain cold and flu medicine, customers are 3,304% more likely to also purchase Chest Rub compared to the average order. Cough Suppressants such as cough drops (2,597%), and Throat Spray (2,560%) aren’t far behind. With this season’s symptoms ranging from dry cough and runny noses to congestion, having a strong cast of medicine cabinet stars is essential.

Here is a look at the top cold remedy-related products purchased alongside cold and flu medicine:

Food is Medicine

‘Let food be thy medicine and medicine be thy food’… Sports Drinks and Pediatric Electrolyte Solutions may not have been around when historians captured Hippocrates’ now famous quote but according to our data, they are among the top food and drinks found in orders that contain cold and flu medicine. It should be no surprise that food and beverages packed with Vitamin C are also popular orders, including Pink Grapefruits and Orange Juice. 

Here is a look at the top cold remedy-related foods or drinks purchased alongside cold and flu medicine:

The cold and flu season is underway and Instacart is at the ready to help you take care of you… in as fast as an hour! 

Adjusted for Growth

We adjust Instacart growth percentages by the overall growth of total deliveries. Doing so removes the influence of our platform growth so we can focus on the change in consumer behavior.

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Author

Instacart is the leading grocery technology company in North America, partnering with more than 1,500 national, regional, and local retail banners to deliver from more than 85,000 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.