Grocery purchase data is uniquely sensitive. Your Instacart orders reveal dietary restrictions (health conditions), household composition (family size), religious practices (kosher, halal), and budget constraints. Instacart monetizes this data through advertising and shares it with retail partners.
| Data Type | Collected | Shared | Sold |
|---|---|---|---|
| Purchase History | Yes (complete) | Retailers, CPG Brands | Yes (to advertisers) |
| Dietary Preferences | Yes (inferred) | Advertisers | Yes (CA definition) |
| Delivery Addresses | Yes (multiple) | Shoppers, Retailers | No |
| Shopping Behavior | Yes (detailed) | Analytics, Brands | Yes (aggregated) |
| Loyalty Programs | Yes (linked) | Retailer Partners | No |
Grocery purchases reveal health conditions: diabetic-friendly foods, gluten-free products, baby items (pregnancy), pet medications. This sensitive health data is inferred and used for targeted advertising.
Instacart sells purchase data to consumer packaged goods companies (CPG). These brands know exactly which products you buy, how often, and what prompts you to switch brands.
When you link store loyalty cards, Instacart and the retailer both have your complete purchase history. This creates redundant data collection and dual privacy policies to navigate.
Shoppers see your complete order, delivery address, and can contact you. While necessary for the service, this creates privacy risks from the human element of the transaction.
Instacart's advertising business reveals privacy implications: