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, MÜV 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, Senior Analyst
Michele Scott
Associate Director

Table of Contents

  1. Overview

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

              • Top takeaways
                • Market overview
                  • Figure 1: Cannabis (THC) and CBD outlook, 2022-27
                • Opportunities and challenges
                  • THC finds opportunity in intermittent use; CBD in daily routines
                    • Figure 2: Frequency of use – CBD and THC, 2022
                  • Psychoactive effects create different opportunities and challenges for CBD, THC
                    • Figure 3: Reasons for use – CBD and THC, 2022
                  • Opportunity for current consumers to evangelize their experiences
                    • Figure 4: Associations with THC and CBD products, 2022
                  • Too much comparison is the thief of joy
                    • Figure 5: Reasons for not using CBD, 2022
                • Market Value Indicators

                  • Cannabis market continues to grow
                    • CBD growth tangentially tied to THC
                      • Positive outlook for additional applications
                      • Market Factors

                        • Legal differences shape markets
                          • Cannabis: State of Legality
                            • Inflation demands marketing refresh
                              • The metaverse offers opportunity
                              • Key Players

                                • Global brands show crossover
                                  • THC brands
                                    • CBD brands
                                      • Comparison with tobacco sets perspective
                                      • Competitive Strategies and Market Opportunities

                                        • Best of both worlds
                                          • Figure 6: THC and CBD combination products, 2022
                                        • Visuals aid consumers at all stages
                                          • Figure 7: Leafly strain maps, 2022
                                        • Bath products center on self-care
                                          • Figure 8: THC and CBD bath products, 2022
                                        • Topicals smooth out some kinks
                                          • Figure 9: THC and CBD topicals, 2022
                                        • Delta 9 presents potential opportunities alongside challenges
                                          • Figure 10: Delta 9 products, 2022
                                        • Flavored tinctures meet a need
                                          • Figure 11: Flavored THC and CBD tinctures, 2022
                                      • The CBD and THC Consumer – Fast Facts

                                        • CBD and THC have different strengths and weaknesses
                                          • Reasons for not using products offer a warning
                                            • Key attributes are to be expected
                                              • Manage negative associations by carefully considering claims
                                              • Frequency of Use

                                                • Usage patterns define differences between CBD and THC
                                                  • Figure 12: Frequency of use – CBD and THC, 2022
                                                • Frequency differences offer glimpse into competitive sets
                                                  • Figure 13: Frequency of use – THC, by HHI, 2022
                                                • Young consumers are the future of THC
                                                  • Figure 14: Frequency of use – THC, by age, 2022
                                                • Daily users will be value sensitive
                                                  • Figure 15: Frequency of use – CBD, by HHI, 2022
                                                • Find stronger routines with older consumers
                                                  • Figure 16: Frequency of use – CBD, by age, 2022
                                              • Reasons for Use

                                                • Beyond relaxation and relief, motivations for use differ for CBD and THC
                                                  • Figure 17: Reasons for use – CBD and THC, 2022
                                                • Name new use cases for THC to intrigue young users
                                                  • Figure 18: Reasons for THC use, by age, 2022
                                                • THC is more recreational for men
                                                  • Figure 19: Reasons for THC use, by gender, 2022
                                                • Inspire consumers to find a place for CBD in their routines
                                                  • Figure 20: Reasons for CBD use, by age, 2022
                                                • CBD is even more medicalized for women
                                                  • Figure 21: Reasons for CBD use, by gender, 2022
                                              • Reasons for Non-use

                                                • Value is more important than ever
                                                  • Figure 22: Reasons for not using THC, 2022
                                                • CBD won’t win against THC
                                                  • Figure 23: Reasons for not using CBD, 2022
                                                • Keep THC and CBD in their own lane
                                                  • Figure 24: Reasons for not using CBD, by age and gender, 2022
                                              • Important Attributes for THC products

                                                • THC is the star of the show
                                                  • Figure 25: Important attributes for THC products, 2022
                                                • Inspire brand loyalty in youngest consumers
                                                  • Figure 26: Important attributes for THC products, by age, 2022
                                                • Personal preference, value, create winning combination
                                                  • Figure 27: TURF Analysis – Cannabis/THC purchase factors, 2022
                                              • Important Attributes for CBD Products

                                                • CBD and THC share an important key attribute
                                                  • Figure 28: Important attributes for CBD products, 2022
                                                • Familiarity wins with older consumers
                                                  • Figure 29: Important attributes for CBD products, by age, 2022
                                                • Build on value with trust
                                                  • Figure 30: TURF Analysis – CBD purchase factors, 2022
                                              • Associations with THC and CBD products

                                                • THC inspires greater confidence
                                                  • Figure 31: Associations with THC and CBD products, 2022
                                                • Messaging needs some tailoring
                                                  • Figure 32: Associations with THC products, by age, 2022
                                                • Beware of too many natural claims
                                                  • Figure 33: Associations with CBD products, by age, 2022
                                              • CBD Attitudes

                                                • Versatility wins with CBD
                                                  • Figure 34: Attitudes toward CBD, 2022
                                                • Chronic vs acute users differ by age
                                                  • Figure 35: Attitudes toward CBD, by age, 2022
                                              • Delta-8: Knowledge and Reasons for Use

                                                • Delta-8 needs a boost in awareness
                                                  • Figure 36: Knowledge of Delta-8, 2022
                                                  • Figure 37: Knowledge of Delta-8, by gender, 2022
                                                  • Figure 38: Knowledge of Delta-8, by age, 2022
                                                • Delta-8 is a mixed bag
                                                  • Figure 39: Reasons for using Delta-8, 2022
                                                • Curiosity captures women
                                                  • Figure 40: Reasons for using Delta-8, by gender, 2022
                                              • Appendix – Data Sources and Abbreviations

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

                                                        • Methodology
                                                          • Figure 41: Table – – TURF Analysis – Cannabis/THC purchase factors, 2022
                                                          • Figure 42: Table – – TURF Analysis – CBD purchase factors, 2022

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