2022
9
US CBD in Health and Wellness Market Report 2022
2022-06-28T04:02:08+01:00
OX1102827
3695
152435
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Report
en_GB
“While health is a strong opportunity for CBD brands, market players shouldn’t assume consumers know the benefits of the compound and the products that contain it. Education efforts are still…

US CBD in Health and Wellness Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“While health is a strong opportunity for CBD brands, market players shouldn’t assume consumers know the benefits of the compound and the products that contain it. Education efforts are still in order to communicate what CBD is, what it does, how to use it and, most importantly, that it works.”

Fiona O’Donnell, Senior Director – US Reports

This Report looks at the following areas

  • Health-related conditions for using CBD and formats of interest
  • Attitudes toward CBD health and safety
  • Attitudes toward CBD and spiritual health
  • Attitudes toward CBD and sexual health

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Figure 1: Analyst outlook of CBD in health and wellness, 2022-27
              • Opportunities and challenges
                • CBD could use a safety boost
                  • Figure 2: CBD safety, 2022
                • “More is more” mentality points to education opportunity
                  • Figure 3: Defining healthy CBD, 2022
                • Despite elevated health needs, seniors have depressed CBD interest
                  • Figure 4: Conditions for CBD use, by age, 2022
                • We’ll eat anything
                  • Figure 5: CBD format to treat health conditions – Any condition (NET), 2022
                • Key consumer insights
                • Target Audience by the Numbers

                  • One quarter of US adults use CBD for health
                    • Figure 6: Interest in and use of CBD over the past year, 2022
                    • Figure 7: Interest in and use of CBD over the past year, 2021-22
                  • CBD use for health only on par for men and women
                    • Figure 8: Interest in and use of CBD over the past year, by gender, 2022
                    • Figure 9: Changes in CBD use, by gender, 2022
                    • Figure 10: CBD knowledge, by gender, 2021-22
                  • 25-44s are core consumers, but older users have a health focus
                    • Figure 11: Interest in and use of CBD over the past year, by age, 2022
                    • Figure 12: Changes in CBD use, by age, 2022
                    • Figure 13: CBD knowledge, by age, 2021-22
                  • Hispanics are more likely to be users of CBD, use for health needs a boost
                    • Figure 14: Interest in and use of CBD over the past year, by Hispanic origin, 2022
                  • Health brands can indulge desire for exploration among Black consumers
                    • Figure 15: Interest in and use of CBD over the past year, by race, 2022
                    • Figure 16: Changes in CBD use, by race, 2022
                  • One third of parents use CBD for health
                    • Figure 17: Interest in and use of CBD over the past year, by parental status, 2022
                  • LGBTQ+-identifying consumers are a strong target for health-focused CBD
                    • Figure 18: Interest in and use of CBD over the past year, by LGBTQ+ identity, 2022
                • Market Perspectives

                  • CBD gains users in 2022, but consumption rate is decreasing
                    • Figure 19: Changes in CBD use compared to a year ago, 2022
                    • Figure 20: Changes in CBD use, 2021-22
                  • Health drives CBD adoption
                    • Figure 21: Changes in CBD use, by primary reason for use, 2022
                    • Figure 22: Wellness focus areas, 2022
                  • CBD knowledge is growing, education efforts still needed
                    • Figure 23: CBD knowledge, 2021-22
                    • Figure 24: CBD knowledge, by primary reason for use, 2022
                  • Doubt over CBD efficacy hinders trial, hamstrings health-focused offerings
                    • Figure 25: Barriers to CBD trial, 2022
                    • Figure 26: CBD brand choice factors, by primary reason for use, 2022
                • Market Factors

                  • Price is a pain point for health seekers, record inflation doesn’t help
                    • Figure 27: Consumer Price Index changes from previous period, 2020-22
                    • Figure 28: CBD product frustrations, by primary use, 2022
                  • Growing array of functional offerings leads to competitive landscape
                    • Figure 29: Leading functional claims growth in food, drink, beauty and personal care, and health and hygiene launches, June 2021-May 2022
                  • Aging population presents challenge, opportunity for CBD
                    • Figure 30: Population by age, 2016-26
                • Competitive Strategies and Market Opportunities

                  • Category must prioritize functionality
                    • Figure 31: Leading claims among CPG health and wellness product launches featuring CBD, 2019-22*
                    • Figure 32: Leading functional claims seen in CPG health and wellness product launches featuring CBD, 2022*
                  • Partner with other wellness brands to boost exposure and adoption
                    • Figure 33: Highline Wellness and The Mental Health Coalition, 2022
                    • Figure 34: Soul CBD x Pause Breathwork, 2022
                    • Figure 35: Interest in wellness vacation activities, by CBD use in the past year, 2022
                  • Nonhemp-derived CBD could appeal to some, but may have a heavy lift
                    • Figure 36: Peels, 2022
                • The Health and Wellness CBD Consumer – Fast Facts

                  • There’s no shortage of interest in use of CBD for health
                    • Edibles lead formats of interest
                      • Clean positioning finds health appeal
                        • Room to improve perceptions of CBD safety
                          • Spiritual health seekers want assistance connecting to spiritual selves
                            • Sexual health seekers want assistance with relaxation
                            • Conditions for CBD Use

                              • There are many doors to CBD health positioning
                                • Figure 37: Prima, 2022
                                • Figure 38: Conditions for CBD use – Any format (NET), 2022
                              • Seniors are less likely to consider the health applications of CBD
                                • Figure 39: Conditions for CBD use – Any format (NET), by age, 2022
                              • Spiritual and sexual health have outsized interest among Black consumers
                                • Figure 40: Conditions for CBD use – Any format (NET), by race, 2022
                              • Parents are strong targets for a spiritual pick-me-up
                                • Figure 41: Conditions for CBD use – Any format (NET), by parental status, 2022
                              • Edibles lead as format for treatment of health conditions
                                • Figure 42: CBD format to treat health conditions – Any condition (average), 2022
                                • Figure 43: CBD format, by conditions for CBD use, 2022
                              • Edibles, topicals and tinctures could combine for a spiritual wellness kit
                                • Figure 44: CBD format, by mental wellness, spiritual wellness focus, 2022
                            • Defining Healthy CBD

                              • Free from additives and organic lead health cues for CBD
                                • Figure 45: Lord Jones CBD Gel Capsules, 2022
                                • Figure 46: Defining healthy CBD, 2022
                              • High CBD is the leading health cue for daily users
                                • Figure 47: Defining healthy CBD, by usage frequency, 2022
                              • High CBD products go far in communicating health to men
                                • Figure 48: Defining healthy CBD, by gender, 2022
                              • Youngest adults nearly as likely to view low CBD as healthy as high CBD
                                • Figure 49: Defining healthy CBD, by age, 2022
                            • CBD Health and Safety

                              • Medical supervision
                                • Consumers don’t need supervision, but want to keep doctors in the loop
                                  • Figure 50: CBD health and safety – Medical supervision, 2022
                                • Younger consumers are less inclined to consider disclosing CBD usage
                                  • Figure 51: CBD health and safety – Medical supervision, by age, 2022
                                • Safety
                                  • CBD could use a safety boost
                                    • Figure 52: Happy Dance, 2022
                                    • Figure 53: CBD health and safety – Safety, 2022
                                  • Instance of CBD use correlates with perception of safety
                                    • Figure 54: CBD health and safety – Safety, by usage frequency, 2022
                                  • CBD has some ground to make up with women in terms of safety
                                    • Figure 55: CBD health and safety – Safety, by gender, 2022
                                  • Gaining older shoppers will require improving safety perceptions
                                    • Figure 56: CBD health and safety – Safety, by age, 2022
                                  • Winning with Hispanic consumers can come from boosting natural cues
                                    • Figure 57: CBD health and safety – Safety, by Hispanic origin, 2022
                                • CBD and Spiritual Health

                                  • Spiritual users are most likely to seek assistance connecting to self
                                    • Figure 58: CBD and spiritual health, 2022
                                  • Spiritual positioning will have a stronger draw among men
                                    • Figure 59: CBD and spiritual health, by gender, 2022
                                  • Younger adult audiences are a strong target for spiritual positioning
                                    • Figure 60: CBD and spiritual health, by age, 2022
                                • CBD and Sexual Health

                                  • Consumers who use CBD for sexual health seek relaxation
                                    • Figure 61: CBD and sexual health, 2022
                                  • Men are especially attuned to need for relaxation for shared pleasure
                                    • Figure 62: CBD and sexual health, by gender, 2022
                                  • Under 45s have outsized focus on personal pleasure
                                    • Figure 63: Fleur Marché Sex
                                    • Figure 64: CBD and sexual health, by age, 2022
                                • Appendix – Data Sources and Abbreviations

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

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