You could size the bearing based on the mass lifted, and the force which must be applied. However, I would want to look at the existing installation as a benchmark. If it's thrust bearing is failing, yours should be sized accordingly.
Another probability is water contamination of the bearing. Make sure you can keep it dry. A problem can be a bearing gets hot while running in a wet environment. Due to some other problem, the machine is shut off for a short time. (even a fraction of a minute) The bearing cools, and water is drawn past seals which are in good condition. The bearing fails months later, but nobody remembers the brief shutdown.
You say the flighting is 3/4 pitch. Is this 3/4 foot or 3/4 of the OD? The usual pitch of flighting is between 1/2 and 1 times the OD of the flighting.