Getting your groceries delivered is a simple way to make your life easier. But what if that grocery delivery could also directly support your nutrition goals like meal delivery services do? This is where Thrive Market comes into play.
Thrive Market is an online grocery store that offers members a discount on food, drinks, home goods, pet supplies, and other products. The service offers organic foods, ethically raised animal products, and nontoxic beauty and home items. It’s a popular choice among environmentally and health-conscious consumers because it uses eco-friendly practices like shipping its products in 100% recyclable and reusable materials.
Thrive Market members pay a monthly or yearly fee to access their favorite products at a discounted rate. While the items sold on Thrive Market’s website are generally more expensive than those in a local discount grocery store, these high-quality products meet strict sustainability and human health standards, which is why the company has gained a loyal customer following.
Our team of experts investigated Thrive Market’s offerings, membership process, and comparisons to traditional grocery stores. Here’s what we found.
Compare Thrive Market
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| Thrive Market | Instacart | Fresh Direct | |
| Rating | |||
| Membership cost | $59.95 per year or $12.00 per month | No membership required. Instacart+ customers pay $99 per year or $9.99 per month for unlimited free deliveries on orders of $35 or more. | No membership required. DeliveryPass subscription customers pay $129 per year for unlimited free delivery. |
| Shipping cost | Free shipping for orders over $49. Additional charges may apply to frozen orders and wine shipments. | $3.99 for same-day orders over $35. | From $5.99 to $15.99, based on location. $30 minimum order. |
| Delivery area | Contiguous U.S. | United States and Canada | New York metropolitan region, parts of Central New Jersey, Southern Connecticut, and Eastern Long Island |
Medical disclaimer: This article is intended for educational and informational purposes only. It is not intended as a substitute for medical advice. For health advice, contact a licensed healthcare provider.
Key product features
What you should know
If you’re looking for an easy way to stock up on healthy groceries, nontoxic personal care products, and more, Thrive Market is an excellent option. Here are a few things to consider before becoming a Thrive Market member:
- Though Thrive Market offers a variety of products, including frozen produce, they don’t sell fresh fruits, vegetables, or dairy products.
- Thrive Market claims to save members up to 30% on nutritious foods, beauty products, home supplies, and more. Thrive Market m embers can pay a one-time yearly fee of $59.95 or opt for a $12.00 monthly membership.
- Thrive market caters to various dietary preferences and diets like keto, vegan, and paleo.
- Thrive Market offers fast, carbon-neutral shipping, delivering your order right to your doorstep.
What is Thrive Market?
Thrive Market is an online grocery store that offers nutritious food, eco-friendly home and personal care products, and more. The company was started in 2014 by founders Nick Green, Gunnar Lovelace, Kate Mulling, and Sasha Siddhartha. After realizing that many parts of the country didn’t have access to healthy food options , Green and the co-founders founded Thrive Market to make healthy food shopping more convenient and affordable.
Thrive Market isn’t like a typical online grocery store. It primarily sells nutritious items, like grains, nuts and seeds, dried fruit, canned and dried beans, and frozen meat and poultry. Thrive Market only sells foods from companies and farms that promote human health while reducing environmental impact. Currently, Thrive Market offers over 5,000 products from hundreds of sustainable, organic, and ethical brands.
Signing up for Thrive Market is a convenient way to keep your kitchen stocked with groceries and may even benefit your health. In fact, research shows that signing up for grocery delivery services can reduce the amount of less nutritious foods you buy and help you maintain a healthy body weight. ( 1 )
Specs
| Diets | Keto, paleo, vegetarian, vegan, gluten-free, and low-carb |
| Cost | $59.95 per year or $12.00 per month |
| Shipping | Free shipping for orders over $49. Additional charges may apply to frozen orders and wine shipments. |
| Delivery Area | Contiguous U.S. |
| Savings | Up to 30% on grocery costs |
How does Thrive Market work?
Thrive Market is a membership-based website, meaning you must pay for a membership to shop on it.
The membership fee gives you access to Thrive Market’s discounted prices, exclusive sales, and free gifts. You can place orders whenever you like or schedule monthly orders to be delivered automatically. Autoship customers receive a 30% discount on their first autoship box. Plus, recurring auto-ship customers receive an additional 5-10% off thousands of Thrive Market products.
Thrive Market has no order limit or frequency requirements, meaning customers can place orders as often as they like. To make reordering your favorite items easier, the Thrive Market website has a “Buy it Again” option, which lists all of the items you’ve previously purchased. Customers can also create shopping lists, including lists of favorite items, to make it easier to keep track of foods and other products that they’ve enjoyed or would like to purchase in the future.
Once you sign up for a Thrive Market Membership, you can shop for goods on the Thrive Market website or the Thrive Market app, which is available for iOS and Android.
Quality of products and ingredients
Thrive Market offers an array of food, home products, supplements, pet products, beauty and wellness products, and even alcoholic beverages.
Grocery
Thrive Market offers thousands of grocery items, including dried and canned foods, grains, legumes, snack foods, nuts and seeds, oils, nut milks, coffee and tea, cereals, condiments, baking items, and more.
You can filter products based on your dietary restrictions and preferences, making it a safe and convenient option for people with food allergies or other dietary restrictions.
“Being able to specify is a very attractive feature for easy user experience,” notes Victoria Burgess, PhD, CSCS, CISSN. “One of the most common complaints I hear from clients is that it was ‘too difficult’ to get what they need in a quick fashion, or in too many steps, so this filter will eliminate that.”
Here are some of the dietary filters offered on the Thrive Market website:
- Dairy-free
- Plant-based
- Grain-free
- Vegan
- High-fiber
- Keto
- High-protein
- Organic
- Whole30
- Low FODMAP
You can filter products based on their environmental impact, sustainability practices, ingredients, and allergens.
Some of the most popular grocery items on the Thrive Market website include:
- CHOMPS Grass-Fed Beef Sticks: $22.99
- Thrive Market Brand Avocado Oil: $10.99
- Primal Kitchen Avocado Oil Mayo: $9.99
- Thrive Market Organic Pitted Medjool Dates: $8.99
- Simply Organic Ground Cinnamon: $8.99
- Siete Grain Free Tortilla Chips: $5.29
- Thrive Market Organic Apple Sauce: $2.99
- Thrive Market Jasmine Rice: $5.99
- Rao’s Homemade Marinara Sauce: $7.49
Thrive Market’s online grocery store has options for kids and adults, including snack foods, canned seafood products, dried fruit, low-sugar drinks, and pantry staples like avocado oil and spices. The website also offers drinks like sparkling water, teas, and juices. Many of their products, such as maple syrup, coffee, snack foods, and sea salt, are offered in larger sizes, making it a convenient choice for families. Thrive Market also offers infant formula, baby food, and toddler-friendly products.
All of Thrive Market’s grocery products are of high quality and must meet the company’s strict standards . For example, all items sold on the Thrive Market website are free from calorically dense sweeteners such as high-fructose corn syrup, artificial sweeteners like acesulfame potassium (ACE-K), potentially harmful ingredients like the preservative BHA (butylated hydroxyanisole), and trans fats. ( 2 , 3 , 4 , 5 )
Frozen Products
While Thrive Market doesn’t offer fresh produce or fresh animal products, such as fresh vegetables and eggs, it does sell frozen goods, such as frozen meat, seafood, ice cream, frozen meals, bread, frozen fruit and vegetables, pasta, and more.
Some of the most popular frozen items on the Thrive Market website include:
- Strong Roots Cauliflower Hash Browns: $6.99
- Base Culture Sourdough Bread: $9.99
- Capello’s Chocolate Chip Cookie Dough: $13.99
- Sweet Nothings Spoonable Smoothies: $2.89 per cup
- Food For Life Sprouted Whole-Grain English Muffins: $6.49
- Kevin’s Paleo Chicken Tikka Masala: $10.99
- Alexia Sweet Potato Fries: $6.79
- Cascadian Farms Frozen Organic Blueberries: $16.99
Thrive Market also sells frozen meat, seafood, and poultry products such as salmon filets and ground beef. Thrive Market brand frozen animal products must meet strict standards for sustainability, animal welfare, and environmental impact.
For example, its beef is from cattle that are pasture-raised on small and mid-sized farms in Chile. The animals are 100% grass-fed and -finished and spend 365 days a year outdoors. Studies show that pasture-raised beef has a healthier fatty acid profile and contains more omega-3 fatty acids, which have anti-inflammatory properties. ( 6 , 7 )
Similarly, Thrive Market’s seafood is caught in areas of the ocean that are actively monitored to prevent overfishing and the fishermen who supply Thrive Market seafood work to minimize bycatch or non-targeted species caught during commercial fishing for a different species.
All of the seafood available at Thrive Market is sustainable and traceable—meaning each piece of fish is caught from a region that is being monitored for overfishing. Many of their seafood products are certified by the Marine Stewardship Council (or MSC) , a non-profit organization that sets international best practices for sustainable fishing.
In addition to frozen meat, seafood, and poultry, Thrive Market offers healthy, fully prepared frozen meals, which are a smart choice for busy people who want quick yet nutritious options.
Wine and Alcoholic Drinks
If you prefer sustainably-farmed, organic wines and low-sugar alcoholic beverages, you may want to try out Thrive Market’s selection of wines, ciders, and more. Thrive Market carries wines from vineyards worldwide that use organic, biodynamic, or sustainable practices. The wines sold on the website undergo minimal filtration and contain no added sugar, oak chips, or color-correcting additives. They’re also low in sulfites. Study findings suggest that a high intake of sulfites may cause symptoms such as nausea, headaches, and breathing issues, especially in people with certain health issues, like asthma. ( 8 )
When shopping for wine, customers can filter their selection by wine type and can also choose preferences like pesticide-free, low-sugar, and organic.
In addition to red, white, sparkling, and rosé wine, Thrive Market also sells hard ciders and alcohol-free wine.
Household Goods and Other Items
Though best known for its grocery items, Thrive Market also sells home goods, supplements, beauty products, pet items, home fitness equipment, cleaning products, and home accessories. The range of products sold at Thrive Market makes it a convenient website for people who want to stock up on groceries and other items they use regularly, such as laundry detergent, soap, and pet food.
Thrive Market offers a variety of clean beauty and hygiene products, including makeup, shower gel, tampons, and toothpaste. Some of the beauty brands popular amongst Thrive Market customers include Well People, Burt’s Bees, and Weleda. In 2023, Thrive Market introduced its own beauty brand f.a.e.™ by Thrive Market: Clean Beauty For All, Everywhere . f.a.e. is a collection of clean and cruelty-free beauty products, such as shampoos, facial oils, lotions, and conditioners. The products are cruelty-free and free of ingredients like parabens and phthalates.
In addition to beauty products and household goods like cleaning products, Thrive Market customers can also choose from various dietary supplements, including some of the best multivitamins , protein bars, minerals, protein powders , fish oil, and herbal supplements.
Thrive Market vs grocery stores
Though members save money by using the Thrive Market site while having access to various nutritious foods and other products, shopping at some grocery stores may be less expensive. For example, shopping at a local discount grocery store or purchasing groceries from a large retailer like Walmart will likely be cheaper than shopping at Thrive Market.
Burgess notes that studies have shown that while online shopping might be a little more expensive, oftentimes consumers are spending less on unhealthy items (even when spending more in total). ( 9 )
However, this completely depends on where you’re shopping, your purchasing habits, food preferences, and more. If you usually shop at more expensive stores such as Whole Foods or local organic grocery stores, switching to Thrive Market might be more affordable.
Thrive Market items are priced similarly to those sold by Whole Foods, though some items sold on Thrive Market may be more expensive. For example, the Whole Foods 365 brand prices its raw organic cashews at $1.03 per ounce, while Thrive Market sells their raw organic cashews for $0.84 per ounce. So, although some products on Thrive Market may be sold at a lower price point than other popular grocery stores, it’s still a relatively expensive website.
That said, the quality of the food and Thrive Market’s strict sustainability and ingredient standards set the company apart from most grocery stores. Thrive Market is a good choice for shoppers who want access to their favorite healthy foods at a discounted price without stepping inside a traditional grocery store.
Who should use Thrive Market?
If you’re looking for a one-stop shop for most of your grocery, wellness, and household needs and want the convenience of online shopping, Thrive Market is an excellent option. The service offers a wide variety of healthy foods for both kids and adults, and customers can fill their carts with beverages, cleaning supplies, pet food, and even beauty products, all from the comfort of their own homes.
Thrive Market makes it easy to follow a nutritious diet. It even offers frozen, full-prepared meals, as well as foods like frozen seafood and vegetables, so you can always have the ingredients you need to make a complete meal. This makes Thrive Market an excellent option for busy individuals who struggle to find the time to stock their kitchens with healthy items.
Thrive Market is also a helpful alternative for people living in areas with limited access to healthy food options. For example, many people, such as those who live in more rural areas, lack access to grocery stores that carry nutritious foods. ( 9 )
Plus, you can feel good supporting Thrive Market as the company has strict health and sustainability standards and does its best to limit its environmental impact.
Who should not use Thrive Market?
Although Thrive Market is a good option for some people, it’s not the best choice for everyone. Because Thrive Market doesn’t offer fresh foods, it’s not the best choice for people who consume mostly fresh ingredients, such as fresh fruits and vegetables, which are linked to several health benefits, such as decreasing the risk of common health conditions like heart disease and obesity. Thrive Market is a convenient way to stock up on pantry essentials, like oils, spices, canned goods, and grains, even for those who eat many fresh foods. ( 10 )
Also, if you prefer shopping in person or purchasing all of your grocery items, including fresh produce, in one store, Thrive Market may not be the right fit for you. It also takes 2-4 days to get your delivery, so if you need a faster turnaround time you may need to look elsewhere.
Lastly, though you can save money using Thrive Market, it’s still relatively expensive. Those on a strict budget may find that Thrive Market doesn’t offer foods and other products within their price range. Thrive Market offers free yearly memberships to families in financial need through their Thrive Gives program. If you’re a student, teacher, veteran, nurse, or first responder, you may qualify for a free one-year membership through Thrive Gives.
What customers are saying
Most of Thrive Market’s nearly 4,000 Trustpilot reviews are positive.
Many customers comment that being a Thrive Market member has helped them save money while providing their families with nutritious food. Positive reviews also mention impressive customer service and quick redressal of any issues.
“With all the sales and specialized meal prep foods with numerous dietary options, Thrive market has made meals at home so much easier!! They have already made lists of food you can easily pop in your cart and new options for snacks that you don’t see in stores. Love.”
Madison R., Trustpilot
Lisa Marie, another Trustpilot customer, raves about Thrive Market’s prices in particular. “Amazing prices,” she notes. “Always lots of great sales. I always thought eating organic was too expensive. Thanks to Thrive Market, that’s just not true. I spend about the same or less! The boxes always come lovingly packaged and I even get free gifts from time to time!”
Negative customer reviews report that canceling memberships and contacting customer service can be difficult. Some customers also complain about receiving too many emails from Thrive Market.
However, overall, most Thrive Market customers are happy with the service and the quality of Thrive Market products.
Thrive Market brand reputation
Thrive Market has an excellent online brand reputation and mostly positive customer reviews.
Thrive Market is a reputable company that cares about customer satisfaction, health, and happiness.
How much does Thrive Market cost?
Customers can choose between a monthly or yearly Thrive Market membership. The yearly membership costs $59.95, while the monthly membership costs $12.00 per month. As a Thrive member myself, I can confirm that signing up for a membership is easy and only takes a few minutes. Customers who sign up for the yearly membership save 41% compared to customers who pay monthly, so it’s a more economical choice.
If you opt for the yearly membership, Thrive Market offers a 30-day window to request a refund if you decide the service isn’t for you.
Regardless of your membership, Thrive Market guarantees that you’ll make back the annual membership fee in savings each year. If you don’t, Thrive Market will pay you the difference in Thrive Cash, which can only be used at Thrive Market when you renew your membership.
Plus, Thrive Market frequently offers promotions and discounts on popular products, and members can earn $40 of Thrive Cash shopping credit for every friend they refer to Thrive Market.
Shipping
After placing your order, Thrive Market offers fast and free shipping as long as you meet a certain limit. Here’s more about their shipping costs:
- Grocery: Free shipping on orders over $49, or $5.95 shipping if not
- Frozen: Free shipping on orders over $120, or $19.95 shipping if not (A $65 order minimum is required to checkout with frozen)
- Wine: Free shipping on orders over $79, or $13.95 shipping if not
Depending on where you live, your box will be shipped with FedEx, Lasership, OnTrac, and USPS (via FedEx Ground Economy). Thrive Market ships to all contiguous United States street addresses via ground shipping. Remember that Thrive Market can’t ship to P.O. boxes, and they do not ship to Alaska, Hawaii, or international addresses.
Most Thrive Market orders are processed within 12 hours of placement and ship within 24 hours. Thrive Market will send you a shipping confirmation with tracking information when your order is shipped.
FAQs
Do you have to order every month from Thrive Market?
No. Thrive Market members can order as often or as infrequently as they like.
How fast is Thrive shipping?
Most pantry orders will arrive within two to four days after placing your order. Frozen orders typically arrive within two to three business days, while wine orders typically arrive within three to six days after placing your order.
Does Thrive Market have physical locations?
No. Thrive Market is online only.
Can I browse Thrive Market without a membership?
Though you can see the categories of food and other products that Thrive Market offers, you can’t browse their products, search for specific items, or make a purchase without a membership.
Is Thrive owned by Amazon?
No, Thrive Market is not owned by Amazon. It is privately held.
These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any diseases.
Our experts
Victoria Burgess, Ph.D., CSCS, CISSN
Victoria uses her extensive nutrition and performance knowledge every day. She has a Ph.D. in Health and Human Performance from Concordia University Chicago and holds her NSCA CSCS and Certified Sports Nutritionist (CISSN). She’s an adjunct professor in the Human Performance and Nutrition department at Concordia University Chicago and Parker University, where she teaches undergraduate, graduate, and doctoral level courses. She also sits on the advisory board for both the International Society of Sports Nutrition and the National Advisory Council of the First Responder Institute.
Robert Wildman, Ph.D., RD, LD, CISSN, FISSN
Dr. Robert Wildman (“Dr. Rob”) is a globally renowned exercise, fitness, and nutrition expert who speaks around the world on exercise and sport nutrition, and continues to work with professional and elite athletes to achieve their highest level of performance as well as health and fitness. Rob received his Ph.D. from The Ohio State University, earned his MS from Florida State University, and earned his BS from the University of Pittsburgh. He is also a registered and licensed dietitian.
Lily Moe
Lily is a Brooklyn-based writer and editor with over seven years of experience in health media. As a former Fitness Coach, Lily’s editorial prowess has largely focused on fitness, nutrition, and weight management. She has also spent a fair share of time in testing labs, analyzing everything from protein powders to yoga mats. Her work has appeared in Verywell Fit, Verywell Mind, Health, and more.
Kelly Uhler
Kelly has a multifaceted background in elder care, health care, and copywriting. She has worked for organizations such as A Place For Mom and Homecare.com, which gave her the opportunity to work closely with families, providing reliable information to help them make informed decisions about their loved one’s health, safety, and quality of life.
Jillian Kubala, RD
Fortune Recommends Nutrition Writer
About Author
Jillian Kubala is a registered dietitian based in Westhampton, NY. She holds a master’s degree in nutrition from Stony Brook University School of Medicine as well as an undergraduate degree in nutrition science. Jillian uses a unique and personalized approach to help her clients achieve optimal wellness through nutrition and lifestyle changes. In addition to her private practice, Jillian works as a freelance writer and editor and has written hundreds of articles on nutrition and wellness for health publishers such as Healthline, Greatist, Medical News Today, and Health.