Ever think about Del Monte?

You know — as in those cans of bland and squishy peaches your grandma used to serve?

It’s okay. Me neither, until I came across a recent article in a consumer goods publication.

Apparently Del Monte has quietly cracked the code on reaching younger buyers through Instacart. And the numbers are bigger than you might guess.

This 138-year-old brand, most of its products still selling in grocery stores for under two bucks, reported a 21% lift in physical store sales from Instacart ads.

Here’s what grandma’s brand understood: Millennials and Gen Z now make up half the global population and control 40% of spending power.

These folks are NOT discovering brands through traditional channels like grocery store flyers.

Many now have more delivery apps than streaming apps on their phones.

They’re discovering new products while scrolling on the toilet (you know it’s true) or on the couch … TV on in the background, laptop open. Constantly scrolling, multiple screens lit up, half-watching Netflix while ordering something to eat or to stock the cupboards.

Their shopping isn’t a dedicated activity, but background noise that occasionally sparks action.

When they discover something they like, they buy it wherever’s convenient. Your product better show up in both their scroll AND their store.

This is the NEW product discovery journey.

It’s not linear. It isn’t even logical. (Especially to oldsters like me.)

But I’m experimenting with it now.

Because you and I don’t have to prefer it. We have to know it, understand it — and work with it.

When you align with how people actually shop (versus how you THINK they would), the flip from awareness to need happens organically.

Noodle me this: 50% of young consumers have discovered a new brand on Instacart. 41% bought a new brand after browsing there. And 26% went to physical stores to buy products they first saw on the platform.

Action for today: Find out where your customers discover products IRL, not where you think they would or where you’d do it. What apps (or AI agents) are they using? Are you showing up in those spaces with the right message?

Need some help aligning your strategy with modern buying behavior? Let’s talk about meeting customers where they are — hit reply.

Laurier

Product Payoff: When Campbell’s tried reaching younger buyers through traditional grocery store promotions, results were pretty unspectacular. But when they shifted to digital-first discovery on platforms like Instacart, their ready-to-serve soup sales jumped 12% among Millennials! Regardless of what the younger generations say, they literally DO like getting stuff handed to them.