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Goldman: Sell Whole Foods, wellness has gone mass

Shoppers browse produce at the Whole Foods Market
Patrick T. Fallon | Bloomberg | Getty Images

Shares of Whole Foods fell Tuesday after Goldman Sachs downgraded the stock to sell from neutral, citing competition from all parts of the grocery industry and online.

"Whole Foods is experiencing a competitive barrage, losing share in its core natural and organic business to a variety of players," Goldman analysts said in a note to clients. "Wellness has gone mass, and it is not coming back, never again to be relegated to niche specialty retailers serving price-insensitive, early adopters."

Here's where the firm thinks Whole Foods' stock is headed and what to buy instead.