Description

“While usage of CBD remains steady from 2021-22, the novelty appears to be fading as interest among non-users and amount of usage has declined slightly over the past year. Brands will need to focus on both enticing new users through clear education efforts, as well as on engaging current users with proven efficacy, and new functionality, formats and usage occasions.”

– Fiona O’Donnell, Senior Director – US Reports

This report will look at the following areas:

  • How CBD use and interest has shifted over the past year and core user groups
  • Why consumers use CBD and their knowledge of CBD
  • How consumers engage with CBD brands what factors drive choice
  • Attitudes toward CBD
  • Barriers to CBD use and frustrations

Table of Contents

  1. Overview

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

    • Top takeaways
      • Figure 1: CBD outlook, 2022-27
    • CBD user overview
      • Figure 2: Interest in and use of CBD over the past year, 2022
    • Three segments of CBD users with distinct profiles
      • Figure 3: Consumer segments of CBD users, 2022
    • Opportunities and challenges
    • Zero growth in user base, interest among non-users in decline
      • Figure 4: Interest in and use of CBD over the past year, 2021-22
    • CBD: Party of one
      • Figure 5: Recreational use of CBD, 2022
    • The product needs to works, it might not have to be the CBD that does it
      • Figure 6: Preference for CBD with other active ingredients, by CBD user consumer segments, 2022
    • CBD media could entice stronger engagement
      • Figure 7: Attitudes toward CBD – Increasing knowledge, by CBD user consumer segments, 2022
    • Key consumer insights
  3. Target Audience – CBD Users

    • About one third of US adults use CBD; health has a slight edge
      • Figure 8: Interest in and use of CBD over the past year, 2022
      • Figure 9: Interest in and use of CBD over the past year, 2021-22
    • Men are more likely than women to use CBD
      • Figure 10: Interest in and use of CBD over the past year, by gender, 2022
    • 25-44s are core consumers
      • Figure 11: Interest in and use of CBD over the past year, by age, 2022
    • Hispanic consumers are more likely users of CBD
      • Figure 12: Interest in and use of CBD over the past year, by Hispanic origin, 2022
    • Nearly half of Black adults use CBD, recreation is the key motivation
      • Figure 13: Interest in and use of CBD over the past year, by race, 2022
    • Nearly half of parents use CBD
      • Figure 14: Interest in and use of CBD over the past year, by parental status, 2022
    • More than half of LGBTQ+-identifying consumers use CBD
      • Figure 15: Interest in and use of CBD over the past year, by LGBTQ+ identity, 2022
  4. Profiles of the CBD User – Consumer Segments

    • Three segments of CBD users identified based on attitudes and behaviors
      • Figure 16: Consumer segments of CBD users, 2022
    • CBD Enthusiasts (28%)
    • Characteristics
    • Demographics
      • Figure 17: Profile of CBD Enthusiasts, indexed to all CBD users, 2022
    • CBD Impressionables (29%)
    • Characteristics
    • Demographics
      • Figure 18: Profile of CBD Impressionables, indexed to all CBD users, 2022
    • CBD Experts (43%)
    • Characteristics
    • Demographics
      • Figure 19: Profile of CBD Experts, indexed to all CBD users, 2022
  5. Opportunities by CBD User Consumer Segments

    • It’s all about variety for CBD Enthusiasts
      • Figure 20: CBD behavior – Preferences, by CBD user consumer segments, 2022
    • CBD Impressionables are ripe for brands willing to guide education
      • Figure 21: Attitudes toward CBD – Quality assessment, by CBD user consumer segments, 2022
    • Engage CBD Experts through lifestyle media
      • Figure 22: Attitudes toward CBD – Knowledge, by CBD user consumer segments, 2022
  6. Market Factors

    • Record inflation requires proof of efficacy to retain engagement
      • Figure 23: Consumer Price Index changes from previous period, 2011-22
    • Personal health is a leading concern
      • Figure 24: Ailments experienced, 2021
    • Growing array of functional offerings leads to competitive landscape
      • Figure 25: Change in share of product launches featuring functional claims, April 2017-March 2022
  7. Competitive Strategies and Market Opportunities

    • Subscriptions can ease access and secure loyalty
      • Figure 26: Highline Wellness, 2022
    • Focus on other active ingredients to prevent CBD from doing the heavy lift
      • Figure 27: Products containing CBD and other active ingredients, 2021-22
  8. The CBD Consumer – Fast Facts

    • CBD user base holds steady, usage frequency decreasing
    • Consumers are drawn to the category for health, explore it for recreation
    • Half of CBD users do so daily, microdosing can be appealing
    • CBD users like to try new products, desire to find a brand they can trust
  9. CBD Use in the Past Year

    • Category gains users, but consumption rate is decreasing
      • Figure 28: Changes in CBD use compared to a year ago, 2022
      • Figure 29: Changes in CBD use, 2021-22
    • Health drives adoption, recreation drives exploration
      • Figure 30: Changes in CBD use, by primary reason for use, 2022
    • One in 10 women who use CBD started in the past year, men exploring
      • Figure 31: Changes in CBD use, by gender, 2022
    • Nearly one in five CBD users 55+ started in the past year
      • Figure 32: Changes in CBD use, by age, 2022
    • Black consumers are exploring CBD options
      • Figure 33: Changes in CBD use, by race, 2022
    • One third of LGBTQ+ consumers increased CBD use in the past year
      • Figure 34: Changes in CBD use, by LGBTQ+ identity, 2022
  10. CBD Habits and Preferences

    • Habits
    • Half of CBD users dose at least daily
      • Figure 35: CBD behavior – Habits, 2022
    • Two thirds of daily users prefer to microdose
      • Figure 36: CBD behavior – Habits, by daily use, 2022
    • Recreational users are more likely to be doing so daily, microdosing
      • Figure 37: CBD behavior – Habits, by primary reason for use, 2022
    • Men are more likely to be daily CBD users
      • Figure 38: CBD behavior – Habits, by gender, 2022
    • Hispanic CBD consumers are likely to use daily
      • Figure 39: CBD behavior – Habits, by Hispanic origin, 2022
    • Microdosing is the preference for Black consumers
      • Figure 40: CBD behavior – Habits, by race, 2022
    • Majority of parents who use CBD do so daily
      • Figure 41: CBD behavior – Habits, by parental status, 2022
    • Preferences
    • Two thirds of CBD users like to try new products
      • Figure 42: CBD behavior – Preferences, 2022
    • Vast majority of daily users like to try new products
      • Figure 43: CBD behavior – Preferences, by daily use, 2022
    • Men have preferences, but try new products
      • Figure 44: CBD behavior – Preferences, by gender, 2022
    • Three quarters of parents like to try new CBD products
      • Figure 45: CBD behavior – Preferences, by parental status, 2022
  11. CBD Knowledge

    • CBD knowledge is growing, education efforts still needed
      • Figure 46: CBD knowledge, 2021-22
    • Range of use linked to increased knowledge
      • Figure 47: CBD knowledge, by primary reason for use, 2022
    • Majority of CBD users feel adept at assessing product quality
      • Figure 48: Attitudes toward CBD – Knowledge, 2022
    • Recreational users are more likely than health users to stay up-to-date
      • Figure 49: Attitudes toward CBD – Knowledge, by primary reason for use, 2022
    • Men claim more knowledge about CBD, but women make important gains
      • Figure 50: CBD knowledge, by gender, 2021-22
      • Figure 51: Attitudes toward CBD – Knowledge, by gender, 2022
    • Oldest users see biggest jump in CBD knowledge
      • Figure 52: CBD knowledge, by age, 2021-22
      • Figure 53: Attitudes toward CBD – Knowledge, by gender, 2022
    • Parents keep up-to-date on CBD knowledge
      • Figure 54: Attitudes toward CBD – Knowledge, by parental status, 2022
  12. Recreational Use of CBD

    • Mood enhancement leads reasons for recreational use of CBD
      • Figure 55: Recreational use of CBD, 2022
    • Women are more likely to perceive mood/physical improvements from CBD
      • Figure 56: Recreational use of CBD, by gender, 2022
    • Over 45s are more likely to perceive personal efficacy of CBD
      • Figure 57: Recreational use of CBD, by age, 2022
    • Parents appreciate the social/experiential aspects of CBD
      • Figure 58: Recreational use of CBD, by parental status, 2022
  13. CBD Brand Choice Factors

    • CBD users look for consistency in quality
      • Figure 59: CBD brand choice factors, 2022
    • Daily users are more likely to pay attention to unique differentiators
      • Figure 60: CBD brand choice factors, by daily use, 2022
    • Health-focused users are more concerned with quality
      • Figure 61: CBD brand choice factors, by primary reason for use, 2022
    • Convenience trumps quality for youngest CBD users
      • Figure 62: CBD brand choice factors, by age, 2022
    • Hispanic shoppers are drawn to CBD innovation
      • Figure 63: CBD brand choice factors, by Hispanic origin, 2022
    • Environmentalism, representation are of interest to LGBTQ+ consumers
      • Figure 64: CBD brand choice factors, by LGBTQ+ identity, 2022
  14. CBD Brand Engagement

    • CBD users look for products formulated for their specific needs
      • Figure 65: CBD product choice and brand engagement, 2022
    • Daily users are brand loyal, but on the lookout for new trusted brands
      • Figure 66: CBD product choice and brand engagement, by daily use, 2022
    • Whitespace exists for a brand to step in as trusted health option
      • Figure 67: CBD product choice and brand engagement, by primary reason for use, 2022
    • Nearly three quarters of men would like to see CBD in mainstream products
      • Figure 68: CBD product choice and brand engagement – Any agree, by gender, 2022
    • Black shoppers are less likely to be brand loyal
      • Figure 69: CBD product choice and brand engagement – Any agree, by race, 2022
    • Parents are paying attention and on the lookout for a go-to brand
      • Figure 70: CBD product choice and brand engagement – Any agree, by parental status, 2022
  15. Attitudes toward CBD

    • CBD seen as safer than medication
      • Figure 71: Attitudes toward CBD, 2022
    • Safety perceptions may permit more frequent use
      • Figure 72: Attitudes toward CBD, by daily use, 2022
    • Recreational users are just as likely to think CBD is good for them
      • Figure 73: Attitudes toward CBD, by primary reason for use, 2022
    • Men are significantly more likely to perceive CBD as fun
      • Figure 74: Attitudes toward CBD, by gender, 2022
    • CBD users age 55+ remain skeptical
      • Figure 75: Attitudes toward CBD, by age, 2022
    • Doubts remain among Black consumers
      • Figure 76: Attitudes toward CBD, by race, 2022
    • Parents have high opinions of CBD
      • Figure 77: Attitudes toward CBD, by parental status, 2022
  16. CBD Product Frustrations

    • A third of CBD users have been frustrated by weak product strength
      • Figure 78: CBD product frustrations, 2022
    • Clearer on-pack information can please daily users
      • Figure 79: CBD product frustrations, by daily use, 2022
    • Price is a pain point for health seekers; loyalty programs could suit
      • Figure 80: CBD product frustrations, by primary use, 2022
    • Men are more likely to claim frustration with product efficacy
      • Figure 81: CBD product frustrations, by gender, 2022
    • Purchase guidance can help products match parents’ expectations
      • Figure 82: CBD product frustrations, by parental status, 2022
  17. Barriers to CBD Trial

    • Doubt over efficacy hinders trial
      • Figure 83: Barriers to CBD trial, 2022
    • Men question efficacy, women use alternative forms of care
      • Figure 84: Barriers to CBD trial, by gender, 2022
    • Younger consumers concerned with safety, older shoppers with cost
      • Figure 85: Barriers to CBD trial, by age, 2022
  18. Appendix – Data Sources and Abbreviations

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

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