2020
9
US CBD in Health and Wellness 2020
2020-08-27T16:07:59+01:00
OX987066
3695
123567
[{"name":"Cannabis and CBD","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/cannabis-cbd"},{"name":"Health and Wellbeing","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing"}]
Report
en_GB
“Now, more than ever, consumers want to be and feel healthier, and CBD is well-positioned to assist with those goals. Current CBD use is still nascent, yet consumer curiousity was…

US CBD in Health and Wellness 2020

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US CBD in Health and Wellness Consumer market including the behaviors, preferences, and habits of the consumer.

CBD is a buzzy health and wellness topic of interest at the moment, with a range of purported benefits ranging from pain relief to sleep support to peace of mind and beyond. Though the market has experienced significant growth, there is still ample opportunity to expand the user base, consumer awareness and subsequently category sales. The current user base is small at just 1in 5, yet interest is salient and the reasons for use and potential use lean into mainstream motivators. Consumers are looking to CBD products that will help support healthy lifestyles and create incremental change towards becoming healthier. FDA regulations (and lack thereof) make marketing products a tricky business as does a lack of knowledge about CBD, THC and hemp. Education is critical, as are clear messaging and accurate product claims.

Read on to discover more about the US CBD in Health and Wellness consumer market, read our Cannabis and Health – US – December 2019 report, or take a look at our other Cannabis Market Research research reports.

Quickly understand

Covered in this report

Brands include: Lost Remedy, Tesséra Naturals, Simply Crafted, Prismatic Plants, Healist Calm, B Great, Nanocraft CBD, MyHemp, CannaHemp, La La Leaf, Floyd’s of Leadville, Kill Cliff.

Expert analysis from a specialist in the field

This report, written by Michele Scott, a leading analyst in the Cannabis sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Now, more than ever, consumers want to be and feel healthier, and CBD is well-positioned to assist with those goals. Current CBD use is still nascent, yet consumer curiousity was piqued well before the pandemic. The events and repercussions of the events of 2020 have elevated stress levels to new levels pointing to opportunities to expand CBD awareness while consumers needs are also heightened. And while the recession may seemingly deprioritize trial and use of higher priced items like CBD, the need to protect personal wellness will not wane among many. In the meantime, brands can help consumers see CBD as an investment in their own health and wellness both physically and mentally to maintain growth while supplementing branding efforts with research and educational opportunities for consumers.
Michele Scott
Michele Scott
Senior Analyst, Cannabis

Table of Contents

  1. Overview

    • What you need to know
    • Definition
  2. Executive Summary

    • Top takeaways
    • Impact of COVID-19 on CBD in health and wellness
      • Figure 1: Short, medium and long term impact of COVID-19 on CBD, July 2020
    • Impact of Unemployment
      • Figure 2: Unemployment, June 2020
    • Changes in spending may shift further
      • Figure 3: Changes in spending priorities, April 16-July 22, 2020
    • Nearly half of consumers are current users or interested
      • Figure 4: Interest and use in CBD, February 2020
    • More research, education is still needed
    • Legal parameters create confusion
    • In-person recommendations outweigh professional advice
    • Older consumers are an untapped market
    • Non-users and current users have a lot in common
  3. The Market – What You Need to Know

    • CBD sales gaining traction
    • More consumers interested in CBD than currently using
    • Need for R&R is driving trial and use
    • Health = lifestyle, healthy = identity
  4. Market Size

    • Initial trial surge settles into healthy, yet realistic growth
      • Figure 5: Total US sales and forecast of CBD market, at current prices, 2015-23
    • Like COVID-19, stress is lingering
      • Figure 6: COVID-19 Concerns, July 15-22, 2020
    • Nearly half of consumers are current users or interested
      • Figure 7: Interest and use, by gender, February 2020
    • Interest (and disinterest) higher in female non-users
      • Figure 8: Interest and use, by gender, February 2020
    • Older consumers are an opportunity
      • Figure 9: Interest and use, by gender, February 2020
    • More than half agree CBD = better than OTCs
      • Figure 10: Attitudes and behaviors towards CBD, February 2020
  5. Market Perspective

    • Formats change with general interest steadfast
    • Pain relief products poised to grow
      • Figure 11: Total US retail sales and forecast of OTC pain management products, at current prices, 2014-24
      • Figure 12: Total US sales and forecast of OTC sleep aid products, at current prices, 2014-24
    • Reach women by relieving monthly pains
      • Figure 13: OTC pain relief use in past 12 months, by gender, April 2019
    • Younger consumers don’t have aches and pains (yet)
      • Figure 14: OTC pain relief use in past 12 months, by age, April 2019
    • Dream on with CBD
      • Figure 15: Use of OTC sleep aids over the last 12 months, July 2019
    • Men are heavier users of OTC sleep aids
      • Figure 16: Use of OTC sleep aids over the last 12 months, July 2019
    • OTC sleep aid use mirrors interest in CBD products
      • Figure 17: Use of OTC sleep aids over the last 12 months, by age, July 2019
    • Lawsuits remind brands to proceed with caution
    • Family matters link CBD to bigger health picture
  6. Market Factors

    • FDA guidelines and restrictions make product claims difficult
    • Health is a priority for most consumers
      • Figure 18: Health attitudes, November 2019
    • …but health is a moving target for more than half
      • Figure 19: Health identities, February 2020
    • Make the connection between lifestyle and CBD
      • Figure 20: Health identities, by current use of CBD, February 2020
    • The obstacle standing between interest and use is knowledge
      • Figure 21: Attitudes and behaviors towards CBD, February 2020
  7. Key Players – What You Need to Know

    • Diverse product formats reach the most consumer needs
    • Different types of pain require different product messaging
    • Don’t make CBD work alone
  8. Brands to watch

    • Chronic and acute pain find relief
    • Heightened anxieties points to new opportunities for CBD trial
      • Figure 22: Change in lifestyle priorities, July 15-22, 2020
    • Sweet dreams are made with CBD
    • Ingestibles and topical brands target athletic recovery
  9. The Consumer – What You Need to Know

    • Consumers are unclear about CBD
    • Format is an opportunity for innovation
    • Trust is an issue
    • Emotional wellbeing drives use
    • Interested users share needs
  10. CBD Use and Interest in Trial

    • Interest from new users outstrips current use
      • Figure 23: CBD use and interest, by gender, February 2020
    • Current users are mostly under 45; interest is ageless
      • Figure 24: CBD use and interest by age, February 2020
    • More than of quarter of men are current users, more than a quarter of women are interested
      • Figure 25: CBD use and interest by gender, February 2020
    • Health struggles inspire use
      • Figure 26: CBD use and interest by health concern, February 2020
  11. Perceived Benefits of CBD

    • Relaxation and sleep dominate product expectations
      • Figure 27: Perceived benefits of CBD, February 2020
    • Even current users need to expand their knowledge
      • Figure 28: Perceived benefits of CBD, by CBD use, February 2020
  12. Format Experience and Interest

    • Consumers are shopping around
      • Figure 29: CBD format use past and present, February 2020
    • Inhalables trail behind other formats
      • Figure 30: Interest and experience with CBD, February 2020
    • Women’s choice in topical may disappoint
      • Figure 31: Interest and experience with CBD, by gender, February 2020
    • Income increases use for some formats
      • Figure 32: Interest and experience with CBD, by age and income, February 2020
  13. Reasons for use

    • R&R lead reasons for CBD use
      • Figure 33: Reasons for current use, February 2020
    • Women use CBD for tangible wellness needs
      • Figure 34: Reasons for current use by gender, February 2020
    • Wellness, mental health skew younger
      • Figure 35: Reasons for current use by gender, February 2020
    • Different formats deliver for different uses
      • Figure 36: Reasons for use by current use of specific formats, February 2020
  14. Reasons for Future Use

    • Future use mirrors current users
      • Figure 37: Reasons for future use, February 2020
    • Women look forward to mental health
      • Figure 38: Reasons for future use, by gender, February 2020
    • Interested non-users 55+ are equally open to physical and mental relief.
      • Figure 39: Reasons for future use, by age, February 2020
  15. CBD Product Discovery

    • Human relationships matter for new use
      • Figure 40: Discovery of CBD products, February 2020
    • Women rely on friendly recommendations
      • Figure 41: Discovery of CBD products, February 2020
    • Older consumers put trust in experiences
      • Figure 42: Discovery of CBD products, by age, February 2020
  16. CBD Attitudes and Behaviors

    • Trust is an issue
      • Figure 43: Attitudes and behaviors towards CBD, February 2020
    • Men take a practical tack
      • Figure 44: Attitudes and behaviors towards CBD, by gender, February 2020
    • Self-care and OTC replacement resonate with youth
      • Figure 45: Attitudes and behaviors towards CBD, by age and income, February 2020
    • Even seasoned consumers are looking for support from brands
      • Figure 46: Attitudes and behaviors towards CBD, by use and experience, February 2020
  17. Appendix – Data Sources and Abbreviations

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

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