Thrive Market is taking a bold step by eliminating all alcohol from its online grocery selection. This makes them the first major online grocer to go completely alcohol-free. Instead, they’ll offer over 100 nonalcoholic products, including beers, wines, and mocktails.
CEO Nick Green mentioned this shift aligns with a growing trend in health and wellness. He suggests that attitudes toward alcohol are changing, much like past perceptions of smoking. Green noted, “Alcohol is not the future.”
This decision reflects changing consumer habits. A recent Gallup report revealed that only 54% of U.S. adults now drink alcohol, the lowest percentage in decades. Additionally, Nielsen data shows a steady decline in U.S. beer sales. Analyst Nadine Sarwat from Bernstein confirms this trend, saying, “We are seeing a broad-based reduction in U.S. alcohol consumption.”
Meanwhile, the market for nonalcoholic drinks is booming. Sales are expected to reach $5 billion by 2028, according to IWSR. Major brands like AB InBev and Molson Coors are now entering this rapidly growing sector.
Thrive Market has noticed a similar trend among its members. Searches for nonalcoholic options on their site have surged in recent months. With over 1.7 million members and sales exceeding $700 million last year, Thrive aims to become a go-to platform for healthier choices. Green explained that most shoppers buy in bulk, seeking pantry staples rather than one-off products.
The logistics of shipping also play a role. Alcohol can only be shipped to 39 states, while nonalcoholic options can be sent nationwide. This opens up access and makes it easier for Thrive to cater to a growing market.
In summary, Thrive Market’s move reflects a broader societal shift away from alcohol consumption. With changing attitudes and increasing demand for healthier options, the company is paving the way for a new kind of online grocery shopping experience.
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