Description

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

As of October 2019, when consumer research was conducted for this Report, nine US states have legalized small amounts of cannabis for adult recreational use, and 33 states and the District of Columbia have legalized cannabis for medical use.

The appeal of cannabis and CBD are linked to the products’ perceived health benefits, with adults reporting relaxation, stress relief and improved sleep as their leading reasons for use. Continued legalization coupled with the plant’s connection to wellness positions cannabis for greater consideration in managing adults’ health and wellbeing.

Read on to discover more about the US Cannabis and Health consumer market, read our US CBD and Health Market Report 2021, or take a look at our other Cannabis Market Research reports.

Quickly understand

  • Pending regulation will shape the future of cannabis and CBD.
  • OTC products win on familiarity and accessibility.
  • Does the CBD hype have an end in sight?
  • Health themes permit growth of cannabis culture.
  • Cannabis tailored to wellness-focused lifestyle traits.
  • Filling the mental health treatment void.

Covered in this report

Brands include: Seventh Sense, Truly Organic, Acabada Active, Garden of Life, Holistik, Dosist, New Leaf, Foria Wellness, Papa & Barkley, Beboe, Lowell Smokes, Weedmaps, Cannassist Vitamins.

Expert analysis from a specialist in the field

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

The appeal of cannabis and CBD are linked to the products’ perceived health benefits, with adults reporting relaxation, stress relief and improved sleep as their leading reasons for use. Continued legalization coupled with the plant’s connection to wellness positions cannabis for greater consideration in managing adults’ health and wellbeing.
Andrea Wroble, Senior Research Analyst, Health and Wellness
Andrea Wroble

Research Analyst

Table of Contents

  1. Overview

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

    • Top takeaways
    • The issues
    • Pending regulation will shape the future of cannabis and CBD
    • OTC products win on familiarity and accessibility
      • Figure 1: Health and wellness product usage, October 2019
    • Does the CBD hype have an end in sight?
      • Figure 2: Perceptions of CBD, October 2019
    • The opportunities
    • Health themes permit growth of cannabis culture
      • Figure 3: Self-assessment of cannabis use in recreationally legal states, October 2019
    • Cannabis tailored to wellness-focused lifestyle traits
      • Figure 4: Self-assessed health identity, by potential use of cannabis and CBD-only products for health conditions, October 2019
    • Filling the mental health treatment void
      • Figure 5: Health conditions for potential use, October 2019
    • Take a cue from OTC medication brands
    • What it means
  3. The Market – What You Need to Know

    • Legalization: recreational cannabis vs. medical cannabis
    • Cannabis and CBD users are high on health
    • Cannabis Rx
    • CBD has far-reaching appeal
    • Full cannabis legalization competes with OTC market
    • What does the FDA have to say?
    • Vaping devices make news as a public health risk
  4. Market Definition

    • CBD and THC Defined
    • Breakdown of medicinal and recreational cannabis market
      • Figure 6: Recreational vs medical cannabis legalization by state, October 2019
    • Cannabidiol: Consumer Based Demand
    • General cannabis and CBD use is driven by health benefits
      • Figure 7: Select reasons for cannabis and CBD use in recreationally legal states, October 2019
    • Reaching the right consumers based on health identity
      • Figure 8: Self-assessed health identity, by potential use of cannabis and CBD-only products for health conditions, October 2019
  5. Market Perspective

    • Emerging market of medical cannabis
      • Figure 9: Status of medical cannabis prescriptions, October 2019
    • FDA approved cannabinoid medicines
    • Cashing in: Rise in cross-category CBD products
      • Figure 10: Instagram post, Acabada Active, CBD-infused activewear, July 2019
      • Figure 11: Instagram post, Garden of Life, CBD-infused supplement, October 2019
    • Full legalization of cannabis drives down use of OTCs
      • Figure 12: Health and wellness product usage, October 2019
  6. Market Factors

    • Breakdown of mental health conditions in America
      • Figure 13: Health concerns, November 2018
      • Figure 14: Healthcare provider interest, by mental health condition and exhaustion, June 2019
    • FDA regulation will impact CBD landscape
      • Figure 15: Tweet from Scott Gottlieb, MD, November 2019
    • War on vaping beckons a shift in formats
      • Figure 16: Experience with cannabis formats, by recreationally legal states, October 2019
      • Figure 17: Trial and interest of CBD vape, October 2019
    • Medical cards offer perks not available to recreational users
  7. Key Players – What You Need to Know

    • Medical jargon differentiates cannabis in health and wellness
    • OTC products benefit from being medicine cabinet essentials
    • The growing threat of unregulated health claims
    • The cannabis information gap necessitates education
    • Becoming best buds with the medical community
    • From the dispensary to school campuses
  8. A Look at Brands in Health and Wellness

    • Brands are focused on the big three: stress, pain relief and better sleep
    • Pre-dosed solutions for stressed out adults
    • Holistik Wellness puts drink additives in the hands of the consumer
      • Figure 18: Instagram post, Holistik Wellness, CBD Stress stick, September 2019
    • Dosist doses out cannabis intake
      • Figure 19: Instagram post, dosist, dose dial, October 2019
    • Pain relief through high potency formulas
    • New Leaf and Foria Wellness bring innovation to CBD delivery
      • Figure 20: Instagram post, Foria Wellness, CBD suppositories, March 2019
    • Papa & Barkley touts whole body relief with THC and CBD capsules
      • Figure 21: Instagram post, papa and barkley releaf capsules, November 2019
    • High-quality ingredients to fall asleep naturally
    • Beboe brings sophistication to sleep
      • Figure 22: Instagram post, Beboe indica blend vaporizer pen, July 2019
    • Lowell Smokes promotes high quality…everything
      • Figure 23: Instagram post, Lowell Smokes, September 2019
  9. What’s Struggling

    • Barriers to competing with the OTC market
      • Figure 24: Perceptions of OTC medications and Cannabis, October 2019
    • As branding grows in importance, unregulated health claims pose risk
  10. What to Watch

    • Going green: cannabis/CBD impact on pain relievers and sleep aids
      • Figure 25: Consideration of Cannabis/CBD instead of OTC sleep aids, October 2019
      • Figure 26: Consideration of Cannabis/CBD instead of OTC pain relievers, October 2019
    • Plant-based positioning mitigates safety concerns
      • Figure 27: Perceptions of OTC medications and Cannabis, October 2019
    • Incorporating health education into canna-culture
      • Figure 28: Instagram post, #weedfacts
      • Figure 29: Instagram post, #weedfacts
    • Partnering with medical professionals to legitimize industry
      • Figure 30: Select reasons for considering cannabis for medical use, October 2019
      • Figure 31: Select perceptions of cannabis and CBD, October 2019
    • Starting young: Allowing medical cannabis during school
  11. The Consumer – What You Need to Know

    • Wellness benefits will propel the cannabis industry forward
    • Recreational states show lower use of OTC medication
    • Planting seeds in pain management
    • Cannabis potential for treatment of mental health conditions
    • Knowledge is (plant) power
    • Important cannabis attributes in healthcare
    • The ABCs of CBD
  12. Self-assessment of Cannabis Use

    • Health and wellness benefits drive the cannabis industry forward
      • Figure 32: Self-assessment of cannabis use in recreationally legal states, October 2019
    • The medical cannabis user vs the wellness cannabis user
      • Figure 33: Self-assessment of cannabis use in recreationally legal states, by prescription status, October 2019
  13. Health and Wellness Product Usage

    • Legalization of cannabis impacts OTC and prescription drug market
      • Figure 34: Health and wellness product usage, October 2019
    • Cannabis and CBD use is highest with young men
      • Figure 35: Cannabis and CBD product usage, by gender and age, October 2019
    • CBD caters to a high-end market
      • Figure 36: Cannabis and CBD product usage, by income, October 2019
  14. Cannabis/CBD Use Instead of OTC Products

    • Pain is an area of opportunity for canna-business
    • CBD products pose threat to pain relievers
      • Figure 37: Consideration of Cannabis/CBD instead of OTC pain relievers, October 2019
    • Cannabis brands need to reach the aging population
      • Figure 38: Consideration of Cannabis/CBD instead of OTC pain relievers, by age, October 2019
    • Puff, puff, pass the pillow
    • Consumers see value in cannabis sleep benefits
      • Figure 39: Consideration of Cannabis/CBD instead of OTC sleep aids, October 2019
    • VMS will remain stable amidst cannabis revolution
      • Figure 40: Consideration of Cannabis/CBD instead of VMS products, October 2019
      • Figure 41: Instagram post, Cannassist vitamins
  15. Health Conditions for Potential Use

    • The future of cannabis/CBD in mental health and pain management
    • Moving the needle for mental health treatment
    • An up-and-coming player in pain relief
      • Figure 42: Health conditions for potential use, October 2019
    • Medical expertise: the gateway to cannabis consideration for health
      • Figure 43: Resources for considering cannabis for medical use, October 2019
      • Figure 44: Knowledge about select aspects of cannabis use, October 2019
    • Perceived safety benefits boost cannabis appeal
      • Figure 45: Reasons for considering cannabis for medical use, October 2019
  16. Perceptions of Cannabis and CBD

    • Canna-curious consumers lack information and education
      • Figure 46: Perceptions of cannabis and CBD, October 2019
    • Aging adults need education to overcome cannabis concerns
      • Figure 47: Perceptions of cannabis in recreationally legal states, by age, October 2019
  17. Important Cannabis Product Attributes

    • Baseline product features are key in emerging markets
      • Figure 48: Important cannabis product attributes, October 2019
  18. Trial and Interest of CBD Formats

    • Impact of CBD on health and wellness market
      • Figure 49: Consideration of CBD for health management, October 2019
    • Adults report high trial of CBD formats in recreational states
      • Figure 50: Trial and interest of CBD formats in recreationally legal states, October 2019
    • Heightened CBD format experimentation in medically legal states
      • Figure 51: Trial and interest of CBD formats in medical only states, October 2019
    • Can CBD maintain the hype?
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • US state legalization of medical and recreational cannabis
      • Figure 52: US state legalization of medical and recreational cannabis, October 2019
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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