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Description

Description

"Consumers are stressed, overwhelmed and anxious about their physical and financial health, and many are also bored at home. Dramatic shifts in shopping behavior complicate things further, and consumers are inexperienced with these products. Getting into consumer hands at a time when trial is limited will be a challenge; yet, the mystique and functionality of these products containing hemp and CBD may help consumers to feel a sense of normalcy, trying new products and seeking new ways to exercise self-care. Delivering on efficacy will be even more critical than ever as consumers tighten the budget heading into uncertain times. Brands that can provide a solution to consumers will thrive, but those that don’t will risk the reputation of hemp and CBD brands and the cannabis industry broadly."
– Michele Scott, Senior Analyst

Key issues covered in this report

  • The impact of COVID-19 on self-care practices like stress-relieving efforts and the role CBD beauty products play
  • How a recession will trigger new spending considerations as they relate to premium discretionary purchases like enhanced beauty products
  • Consumer understanding of CBD and hemp products
  • BPC categories to watch for cannabeauty

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Definitions
        • Executive Summary

            • Market overview
              • Top takeaways
                • Issues
                  • Brands will have some explaining to do
                    • Figure 1: Consumer awareness of differences between hemp and CBD, February 2020
                  • Interest in CBD is low
                    • Figure 2: Consumer Interest in CBD, February 2020
                  • Cannabeauty has more to prove
                    • Figure 3: TURF Analysis – Attributes, February 2020
                  • Opportunities
                    • Hemp is a natural addition
                      • Figure 4: Important product attributes, February 2020
                    • Interest outpaces use
                    • The Impact of COVID-19 on Cannabeauty

                      • What you need to know
                        • Figure 5: Short, medium and longer term impact of COVID-19 on Cannabeauty June 2020
                      • Opportunities and Threats
                        • Stalled product education may stall trial
                          • Invite consumers to wash the stress away
                            • Shifting channel changes will accelerate
                              • Figure 6: Beauty retailers shopped, 2019
                            • Beauty is on the back burner, for now
                              • Figure 7: Changes in priority to consumer spending due to COVID-19, fielded May28-June 4, 2020
                            • A challenging supply chain is complicated further
                              • Impact of COVID-19 on the cannabis and BPC markets
                                • Beauty and personal care were pacing slow and steady
                                  • Figure 8: Total US sales Beauty and personal Care products, 2014-19
                                • Cannabis, and cannabis ingredients, gain credibility in the eyes of the “law”
                                  • Cannabis + beauty communities give back
                                    • How the COVID-19 crisis will affect cannabeauty’s key consumer segments
                                      • Women seeking wellness will also want information
                                        • How a COVID-19 recession will reshape the industry
                                          • Unemployment will trigger cannabeauty trade outs, but unequally
                                            • COVID-19 emphasizes need for personal care
                                              • Figure 9: Consumer spending on beauty and personal care products, annual, 2000-19 and Q1 2020
                                            • COVID-19: US context
                                            • The Market – What You Need to Know

                                              • Cannabeauty is face-forward
                                                • Price points vary widely
                                                  • Cannabeauty can be for any brand
                                                    • Hemp products take liberties with labeling
                                                    • Market Breakdown

                                                      • Overall market breakdown differs from cannabis penetration
                                                        • Figure 10: Share of sales in beauty and personal care market, by category, 2018 (est)
                                                      • Skincare leads CBD product launches
                                                        • Figure 11: Product launches with CBD as an ingredient, by category, May 2018-April 2020
                                                      • Hemp has broader application
                                                        • Figure 12: Product launches with hemp as an ingredient, by category, May 2018-April 2020
                                                    • Market Perspective

                                                      • Function is everywhere
                                                        • Figure 13: Functional benefit usage and interest, October 2019
                                                    • Market Factors

                                                      • US unemployment reaches record highs
                                                        • Figure 14: Monthly Unemployment Rate, May 2020
                                                      • Consumer confusion complicates the market
                                                        • Figure 15: Consumer awareness of differences between hemp and CBD, February 2020
                                                      • The incredible, edible hemp: a safer ingredient?
                                                        • Relaxation offers dual opportunity
                                                        • Key Players

                                                            • Prestige brands offer a luxe take on hemp oil, CBD
                                                              • Figure 16: luxury hemp and CBD products
                                                            • Hemp seed oil has mass appeal
                                                              • Figure 17: Mainstream brand hemp and CBD products
                                                            • To smell or not to smell
                                                              • Figure 18: Perfume and deodorant with CBD or hemp
                                                            • OG brands mix it up
                                                              • Figure 19: longstanding brands featuring hemp
                                                            • Hemp finds versatile application in hair care
                                                              • Figure 20: Hemp haircare
                                                            • Cannabeauty: What’s in a name?
                                                              • Figure 21: cannabis-focused brands
                                                            • A colorful take on the hemp trend
                                                              • Figure 22: color cosmetics featuring hemp or CBD
                                                          • The Consumer – What You Need to Know

                                                            • Consumers are a basic bunch
                                                              • Younger consumers’ interest is piqued
                                                                • Cannabeauty must be a jack of all trades
                                                                  • Consumers are confused
                                                                  • Product Usage

                                                                    • Basic products are consumer staples
                                                                      • Figure 23: Home use of personal care and beauty products, February 2020
                                                                    • Women are putting their best face forward, young men closing the gender gap
                                                                      • Figure 24: Home use of personal care and beauty products, by age and gender, February 2020
                                                                  • Experience and Interest in Hemp

                                                                    • Consumers hope hemp offers special benefits
                                                                      • Figure 25: Interest in and use of products with hemp, February 2020
                                                                    • Hemp as a little luxury
                                                                      • Figure 26: Experience and interest in personal care products with hemp, February 2020
                                                                  • Experience and Interest in CBD

                                                                    • CBD benefits play well with bath time
                                                                      • Figure 27: Experience and interest in personal care products with CBD, February 2020
                                                                    • Bath products interest associated to youth
                                                                      • Figure 28: Experience and interest in bath products with CBD, by age, February 2020
                                                                    • Affluent consumers least interested in cannabeauty
                                                                      • Figure 29: Experience and interest in personal care products with CBD, by income, February 2020
                                                                  • Appealing Attributes

                                                                    • A tale of two attribute categories
                                                                      • Figure 30: Appealing attributes in personal care and beauty products with cannabis ingredients, February 2020
                                                                    • Men look for practical benefits; women seek aesthetic benefits
                                                                      • Figure 31: Select attributes in personal care and beauty products with cannabis ingredients, by gender, February 2020
                                                                    • Young women want clean, ethical products
                                                                      • Figure 32: Select attributes in personal care and beauty products with cannabis ingredients, by age/gender, February 2020
                                                                    • Knowledge about CBD and hemp translates into organic interest
                                                                      • Figure 33: Appealing attributes in personal care and beauty products with cannabis ingredients, by knowledge of CBD and hemp, February 2020
                                                                  • Attitudes and Behaviors

                                                                    • Knowledge is power
                                                                      • Figure 34: Attitudes and behaviors about cannabeauty products, February 2020
                                                                    • Women want education
                                                                      • Figure 35: Understand benefits and want to learn more about benefits of hemp/cbd products, by gender and age, February 2020
                                                                    • Building consumer knowledge builds brands
                                                                      • Figure 36: Attitudes and behaviors about cannabeauty products, by awareness of difference between CBD and Hemp, February 2020
                                                                    • Age drives lack of understanding and interest in education
                                                                      • Figure 37: Attitudes and behaviors about cannabeauty products, by household income and age, February 2020
                                                                    • With education comes confidence
                                                                      • Figure 38: Cannabeauty attitudes – CHAID – Tree output, February 2020
                                                                  • Discovery of beauty and personal care products

                                                                    • Consumers split among options
                                                                      • Figure 39: Methods of discovery of beauty and personal care products with hemp or CBD as an ingredient, February 2020
                                                                    • Access to knowledgeable professionals matters
                                                                      • Figure 40: Use of professionals for discovery, by income, February 2020
                                                                    • Young consumers want to put a face to a claim
                                                                      • Figure 41: Select methods of discovery of beauty and personal care products with hemp or CBD as an ingredient, by age, February 2020
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Methodology
                                                                          • Abbreviations and terms
                                                                            • Abbreviations

                                                                            About the report

                                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                            • The Consumer

                                                                              What They Want. Why They Want It.

                                                                            • The Competitors

                                                                              Who’s Winning. How To Stay Ahead.

                                                                            • The Market

                                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                            • The Innovations

                                                                              New Ideas. New Products. New Potential.

                                                                            • The Opportunities

                                                                              Where The White Space Is. How To Make It Yours.

                                                                            • The Trends

                                                                              What’s Shaping Demand – Today And Tomorrow.

                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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