Chicory’s Growth: More Moments, More Mindsets, More Impact
By Katherine Meyer, Product Marketing Manager at Chicory
If there was one theme that defined Chicory’s growth in 2025, it’s this: scale only matters when it reaches consumers in active mindsets and in the right moments.
This year, our network grew by nearly 40%, but the story isn’t about becoming the largest contextual commerce media networks in food and grocery. It’s about where that growth happened.
Every partnership we added was carefully chosen because they help us reach consumers in high-quality moments: places where they’re not just browsing, but planning meals, making lists, and deciding what to buy next.
And that strategy is working. Chicory now reaches roughly 90% of grocery shoppers across the buying journey, giving brands and retailers reach that is both broad and precise.
More importantly, it gives them something scale alone can’t promise: the ability to show up when a shopper’s mindset is active and their choices are still being formed.
Because in food and grocery, true influence happens in the small but critical moments: the “what should we make this week?” moments. And our growth this year was all about meeting consumers right there.
Reaching the “CEO of the Household”
Across our expanded network of even more top food-related content, we now have more opportunities than ever to connect with the primary grocery planner – AKA the person deciding what to cook, what to buy, and when to buy it.
As we move into a year full of exciting events – Super Bowl, FIFA World Cup, America250 for starters – it is as important as ever to reach this decision-maker as they are planning for these landmark events.
This is where Chicory thrives: reaching consumers in active mindsets and in the right moments, where context becomes a catalyst for action and conversion.
Yes, Recipes Still Matter
Even as Chicory’s high-intent environments continue to diversify, one truth will still remain: recipes continue to be one of the most powerful intent signals in the food and grocery space.
They sit at the very start of meal planning, where decisions are actively being made, instead of passively viewed. In fact, 80% of consumers have purchased a new product or ingredient after seeing it in an online recipe, underscoring how directly recipes transform inspiration into action.
Recipes are uniquely durable. They’re deeply personal, tied to individual tastes and habits, and they maintain a strong line of sight to what ultimately makes its way onto a shopping list and in the cart.
They’re also notably AI-resistant. In a survey, only 15% of Gen Z responders, one the most influential and sought-after demos, say they trust AI-generated recipes more than traditional ones. This reinforces the enduring power of real, trustworthy recipe content.
By expanding into more of these food-related moments without losing our focus and foundation in recipes, Chicory offers brands the most complete and contextually relevant path to conversion and strong outcomes.
The Power of Chicory
Chicory’s growth this year has strengthened our position as the leading contextual advertising platform for CPG and grocery. While others offer reach or relevance, Chicory now delivers both.
As our network expands, one thing stays constant: recipes remain our foundation, and reaching shoppers in the moments and mindsets that matter remains our focus.
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Book a meeting below to see how we convert moments that matter into measurable outcomes.