Instacart data reveals US soup consumption trends

An analysis of 2025 Instacart order data shows that soup consumption in the United States peaks during the week of November 17, approximately one week before Thanksgiving, rather than in January. During this peak, soup’s share of shopping carts rises 42% above its yearly average.

Regional trends indicate that North Dakota has the highest frequency of soup purchases, running 43% above the national average. Idaho was the first state to begin its soup season, starting on September 29. In the Pacific Northwest, Washington and Oregon show significantly higher rates of clam chowder purchases compared to New England states.

Regarding specific varieties, chicken noodle, cream of chicken, cream of mushroom, and tomato soups account for 63% of all canned soup sales. Notably, cream of mushroom soup peaks around Thanksgiving, with orders being 39 times more likely to include crispy fried onions.