Online Grocer Thrive Market Goes Dry, Launches Nonalcoholic Products

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Thrive Market is Eliminating Alcohol Sales

* Action: Thrive Market, an online health and grocery marketplace, will remove ‍ all alcohol products from its subscription service.
* Replacement: The category will be replaced with over 20 brands ⁢and 100 nonalcoholic⁢ beer, wine, and mocktail products.
* Reasoning (Thrive’s⁣ Perspective): CEO Nick Green believes this aligns with shifting consumer preferences and scientific understanding of alcohol’s⁣ effects. He states,”Alcohol is ⁤not the future.” They initially entered the wine market‍ to “raise health standards” but have seen the category ⁢decline.
* Reasoning (broader Trend): The‍ move reflects a broader decline in alcohol consumption in the US.

Supporting Data & Trends

* Gallup Report: Only 54% of U.S. adults currently consume alcohol⁣ – a decades-low.
* Nielsen Data: U.S. beer volumes have been decreasing by a mid-single-digit⁢ percentage year-over-year ‍as ‍June.
* Bernstein Analysis: Consumers are shifting away from traditional beer towards spirits-based ready-to-drink cocktails and, ⁣crucially, nonalcoholic alternatives. Analyst Nadine Sarwat confirms a “broad-based reduction in ⁤US alcohol consumption.”
*⁢ Nonalcoholic Market Growth: The nonalcoholic drinks sector is booming, projected to reach $5 billion in sales‍ by 2028 (according to IWSR).
* Industry Response: Major players like AB InBev are taking note and entering the nonalcoholic space.

Analogy Used:

* Nick Green compares the changing attitude towards alcohol to the shift in social acceptance of tobacco.

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