This report provides comprehensive and current information and analysis of the CBD and THC markets including CBD and THC market size, anticipated market forecast, relevant market segmentation, and industry trends for the CBD and THC market in the US.
Current market landscape
Only 5% of THC consumers find THC to be ineffective, with 15% for saying the same for CBD, indicating a strong opportunity for both compounds, as the consumer experience seems to be positive. However, most THC consumers do prefer THC to CBD, highlighting the need for both cannabinoids to establish a clear identity: CBD cannot simply be framed as an alternative to THC, but rather a unique ingredient effective in its own right and with the potential to increase the pleasant side effects of THC.
Like most consumer products, inflation makes value all the more important for both CBD and THC. Consumers are already pricesensitive with cannabis-derived products and mainly rely on potency to help them make purchasing decisions. Educating consumers about the power of lower doses will help mitigate rising prices.
CBD market share and key industry trends
- Value is mission critical
As prices continue to rise, both CBD and THC markets will face challenges. Because consumers are already price-sensitive to both, brands must deliver on quality. Notably, percentage of CBD and THC is the top attribute consumers look for in products, so brands will need to deliver what they promise and educate consumers about how high percentage doesn’t always mean “better” or even “stronger.”
- Let THC and CBD shine, not compete
THC and CBD are two unique compounds and shouldn’t be positioned as an “either-or” decision. Instead, brands can emphasize the entourage effect (a boost in efficacy when taken together) or the unique use cases that make one or the other more appropriate in a single wellness routine.
- Educate around the “high”
Sometimes, CBD is framed as an alternative to THC, but this is likely ineffective and confusing. Brands need to educate consumers on how to tell if CBD is working, absent the more obvious effects of THC. Brands can also include education about how THC and CBD together can offset, for some, negative side effects of THC or provide the same benefits as THC with far fewer side effects overall.
Future market trends in CBD and THC marketing
One of the biggest opportunities is to promote the “entourage” effect of CBD and THC: the increased benefits achievable by using both products in tandem. Consumers can either look for a product already containing both or buy individual THC and CBD products to create their own dual cannabinoid experience.
Read on to discover more about the THC and CBD consumer market, read our US Profiles of the Cannabis User Market Report 2021, or take a look at our other Cannabis research reports.
Quickly understand CBD vs THC
- Market value indicators for THC and CBD.
- Key players in both markets – and where they overlap.
- Frequency and reasons for using THC and CBD.
- Important attributes for THC and CBD products.
- Product associations for THC and CBD.
- Knowledge and usage of Delta-8 products.
Covered in this CBD market report
THC brands: Canopy Growth Corporation, Aurora Cannabis, Aphria, Inc., Tilray, ABcann Medicinals, Inc., The Cronos Group
CBD brands: Aurora Cannabis, Canopy Growth Corporation, The Cronos Group, CV Sciences, Inc., Medterra, Tilray
Combination brands: Kiva Camino, Five Daily Buzz, TerraVita, CODA, FAB CBD, MÃœV Evolve, Delta 9, XITE D9, MedPlex, Avexia
Expert analysis from a specialist in Cannabis market research
This report, written by Michele Scott, a leading analyst in the Cannabis sector, delivers in-depth commentary and analysis of cannabis market research reports to highlight current trends and add expert context to the numbers.
CBD and THC are unique products in their own right that happen to have some opportunities when used together—either in a single dose or as part of a routine. Build on the strengths of both by showing appropriate uses for each and help consumers manage their expectations regarding effects to avoid too much comparison. Price and potency, however, remain top-of-mind for both.

Michele Scott
Associate Director