Germany Attitudes towards CBD in Health Products Consumer Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s Germany Attitudes Towards CBD Health Products Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting the CBD health market in Germany. Get a 360° view of the German CBD health market including engagement among the German population, the legal context in Germany, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed CBD health market outlook, including expert insights and market drivers.
• The short-, medium- and long-term impact of inflation on the CBD health market in Germany.
• Attitudes towards medical cannabis and CBD in Germany, including Germans’ awareness of and experience with CBD health products.
• Usage barriers for medical cannabis in Germany.
• How your business can tap into opportunities to increase your share of CBD health products in Germany.

Overview of the CBD Health Market in Germany

83% of consumers are aware of CBD health products in Germany, however only a small minority use them. Mintel’s CBD market analysis Germany lists restrictive legislation, prevailing stigma, and a lack of knowledge as reasons for this.

Should cannabis legalisation be approved in the future, greater exposure to cannabis may improve attitudes towards medical cannabis and CBD in Germany, resulting in greater usage. Additionally, fading financial stress is likely to boost German consumers’ spending on new health products.

CBD Market Analysis Germany: What Consumers Want and Why

• Medical Cannabis in Germany and Consumer Behaviour: 55% of Germans are put off from trying new health products due to rising prices. However, the cost of living crisis has prompted an increased awareness of health among German consumers. Hence, brands can revive investment in CBD to capitalise on the demand for more CBD health products in Germany.
• German CBD Health Market Trends: According to Mintel’s CBD market analysis Germany, financial stress limits brands’ and consumers’ willingness to invest in new products. But, with mental and physical health becoming a greater priority to Germans in times of crisis, and the strong consumer interest in ingestible CBD health products, brands are presented with key opportunities in this segment.
• German CBD Health Market Challenges: Past illegality continues to burden CBD’s image. As a result, 51% of Germans who are not interested in using CBD health products in the future say they do not trust health brands that use CBD.

Medical Cannabis in Germany Market Forecast and Opportunities

• To counteract consumers’ suspicious perception of medical cannabis in Germany, brands need to push clinical research into the long-term safety of ingestible CBD and its efficacy. Moreover, they can share users’ success stories via testimonials, thus helping to reshape CBD’s image with pharmacy-centred retailing.
• To facilitate initial exposure, brands can enhance familiar formulas, like chamomile blends for relaxation, or formats, such as toothpastes, with CBD.

To learn how to connect with your audience, purchase our Attitudes Towards Medical Cannabis and CBD in Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Grünes Gold, Klosterfrau, Fleur Marche, Ecodenta, You & Oil, Dr. Noyds, Google, Instagram, YouTube, Boheco, Foria, FEWE, Mantle, AquaHEMP, and many more.

Products: Oils, toothpaste, transdermal patches, wound healing, skincare products, muscle and joint gels, pain management/relief, cosmetics, cologne, balms, ingestibles, drops, edible products, creams, capsules, serum, flowers (for smoking), vapes, and more.

Additional Features Included with Your Purchase

• Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
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Expert Insights on CBD Health Products in Germany

This report, written by Hannah Sandow, Senior Analyst, delivers in-depth commentary and analysis to highlight trends in the German CBD health market and add expert context to the numbers.

CBD’s novelty challenges brands to address knowledge gaps, persisting stigma and hyped up expectations. Educational efforts and personalised guidance are crucial for future success in the German CBD health market.

Hannah Sandow
Senior Analyst – Health & Wellbeing, Germany