Instacart

Instacart's top 10 neighbors contain no other grocery or superstore brands — instead, the set is dominated by ride-share and travel platforms alongside a dense cluster of news publishers and media outlets.

The shape is flat: scores run from 0.93 down to 0.89 with no single neighbor pulling sharply ahead of the rest. Uber leads at 0.93, followed closely by Lyft at 0.92 — the two Travel-subcategory brands that sit nearest. Airbnb, also Travel, appears at 0.90, making Travel the most represented subcategory in the top 10 with three entries. The remaining seven neighbors are spread across News Publishers (VICE News at 0.90, BuzzFeed at 0.90, Guardian Tech at 0.90, FRANCE 24 at 0.90, NowThis News at 0.89), a Politician (Hillary Clinton at 0.90), and a Technology brand (Eventbrite at 0.89). No other Grocery and Superstore brand appears in the top 10. The cross-kind character of this cluster is the defining feature: Instacart's audience shape aligns most closely with on-demand service platforms and digitally native news consumers, not with other food retail or delivery brands.

The flat distribution across these varied subcategories suggests Instacart draws an audience defined less by grocery interest than by a broader profile of app-native, media-engaged consumers.