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

CBD food and drink is among the fortunate markets that benefitted from the COVID-19 pandemic, but future growth will depend on how brands execute on marketing, product launches, and innovation in the next normal. Wellness will remain a key driver, but shifts should consider what new health challenges will be present post-pandemic. Threats to the market include supply of hemp and FDA regulations, while key opportunities include strategic brand partnerships and pairing CBD with other functional ingredients. Marketing messaging should reflect how consumers think about CBD: as a product that straddles food, drink and supplements as demonstrated by the 60% of consumers that would feel safe purchasing CBD at a natural grocery store.

Read on to discover more about the US CBD in Food and Drink Market Report, learn more about CBD food and drink trends and CBD food and beverage trend growth in our Recreational Cannabis Consumer – US – February 2021 report, or or take a look at our other Drinks and Cannabis Market Research reports.

Quickly understand

  • How COVID-19 created growth for CBD food and drink and how to maintain this momentum.
  • How to build consumer trust through retail locations and branding.
  • How interest in specific food and beverage formats has changed since last year.
  • How CBD food and drink create an “experience of wellbeing.”

Covered in this report

Brands include: evo hemp, Floyd’s of Leadville, Livity Foods, Green Roads, Grön, Tree of Life Seeds, Hemp Crate, FabFitFun, Zolt, Oleo, Chill Coffee, Mary Joe Cold Brew, The Brothers Apothecary, Buddha Teas, Wake-n-Bakery, Joe Coffee, Donnie Vegas.

Expert analysis from a specialist in the field

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

CBD foods and drinks ride the wave of CBD popularity and functional foods as a pervasive trend. COVID-19 influenced the specific uses that are currently trending – like stress relief and immunity-boosting – so brands must be prepared to pivot towards a new generation of CBD food and drink as consumers enter their next normal. What will remain constant is the emphasis on total wellbeing, proactive solutions, and mental health as a non-negotiable. The biggest challenges arise from the FDA which, despite CBD being federally legal, has not approved CBD for use in food and drink.
Michele Scott, Senior Analyst
Michele Scott

Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on CBD in food and drink
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on CBD in food and drink, May 2021
    • Opportunities and challenges
    • Cheers to alcohol + CBD as foodservice reopens
      • Figure 2: Consumers who would like to replace alcohol with CBD, by those interested in adding CBD to beverages while dining out, March 2021
    • Hybrid retailing is a must
      • Figure 3: Perception of online-only retailers as safe, by interest in CBD food and drink due to increased use, March 2021
    • Consider older consumers’ ancillary health concerns
      • Figure 4: Interest in CBD product attributes, by age, March 2021
    • Keep an eye on the FDA
  3. The Market – Key Takeaways

    • Food should provide an experience, and CBD delivers
    • Regulations are still complicated
    • Supply issues must be addressed
    • Functional benefits help target main audiences
  4. Target CBD Audience by the Numbers

    • Young men represent the current target market; older men and women are opportunities
      • Figure 5: Interest in and use of CBD over the past year, by age and gender, March 2021
    • Men are open to options so long as they deliver on key attributes
      • Figure 6: Count of beverage types for CBD interest, by age and gender, March 2021
    • Impact of COVID-19 on CBD in food and drink
  5. Market Factors

    • Pandemic stress boosts sales
      • Figure 7: Interest in and use of CBD over the past year, March 2021
    • CBD needs research, clinical trials
    • Potential Federal legalization a mixed bag for CBD
    • CBD can help with foodservice recovery
    • CBD: the wellness experience
    • Be mindful of federal regulations
    • CBD supply starts at cultivation
  6. Companies and Brands – Key Takeaways

    • Diversify consumer options to build loyalty
    • Make convenience a selling point
    • Foodservice needs CBD; CBD needs foodservice
    • Build a routine with beverages
  7. Competitive Strategies

    • Diversify offerings for brand recognition
      • Figure 8: CBD in food products
    • Give consumers a sweet experience
      • Figure 9: CBD candy and chocolates
    • Subscription services simplify product trial
      • Figure 10: Subscription boxes offering CBD products
    • DIY drinks
      • Figure 11: CBD drink mixes
    • CBD and coffee: odd couple, dream team
      • Figure 12: CBD coffees
    • High tea
      • Figure 13: CBD teas
    • Can CBD help save foodservice?
      • Figure 14: CBD in foodservice
  8. Market Opportunities

    • CBD foods and drink are foods first, functional second
      • Figure 15: Trustworthy Locations to buy CBD, March 2021
    • CBD can push lower-interest ingredients towards trial
      • Figure 16: Experience and interest in functional ingredients, December 2020
    • Present CBD as a wellness straight shooter
    • Diversify product placement
    • Lean on foodservice
  9. The Consumer – Key Takeaways

    • Consumers need to trust food/drink and CBD components of a product
    • Consider the whole consumer with CBD products
    • Trust will be the cornerstone of the CBD brand leader
    • Pairing CBD with other ingredients has hidden benefits
  10. Interest in and Use of CBD

    • Use CBD food and drink to expand product lines
      • Figure 17: Interest in and use of CBD over the past year, March 2021
    • Men embrace recreational uses
      • Figure 18: Interest in and use of CBD over the past year, by age and gender, March 2021
  11. Interest in Drinks with CBD

    • CBD fits best with morning routines
      • Figure 19: Interest in drinks with CBD, March 2021
    • Men and women stick to CBD in familiar drinks
      • Figure 20: Interest drinks with CBD, by gender, March 2021
  12. Interest in Foods with CBD

    • CBD: not a food, not a supplement
      • Figure 21: Interest in foods with CBD, March 2021
    • Appeal to women’s sweet teeth
      • Figure 22: Interest in foods with CBD, by gender, March 2021
  13. Trustworthy Locations to Purchase CBD

    • CBD food and drink straddle two worlds
      • Figure 23: Trustworthy Locations to buy CBD, March 2021
    • Men will not go out of their way for CBD
      • Figure 24: Trustworthy Locations to buy CBD, by gender, March 2021
    • For older consumers, think CBD food and drink as “food as medicine”
      • Figure 25: Trustworthy locations to buy CBD, by age, March 2021
  14. Important Product Attributes

    • Approach wellbeing – and CBD – from a holistic perspective
      • Figure 26: Important attributes, March 2021
    • Hybrid products give women more of what they want
      • Figure 27: Important attributes, by gender, March 2021
    • Consider health needs beyond what CBD can treat
      • Figure 28: Important attributes, by age, March 2021
  15. Attitudes toward CBD in Food and Drink

    • Partnerships build brands
      • Figure 29: Attitudes toward CBD in food and drink, March 2021
    • Brand trust helps overcome doubt
      • Figure 30: Attitudes toward CBD in food and drink, by gender, March 2021
    • Consider all ages when building a brand
      • Figure 31: Attitudes toward CBD in food and drink, by age, March 2021
  16. Reasons for Interest

    • Health halos must be held up by more than CBD
      • Figure 32: Reasons for interest in CBD in food and drink, March 2021
    • Take a playful approach to CBD for men
      • Figure 33: Reasons for interest in CBD in food and drink, by gender, March 2021
    • Consider how wellbeing is defined by life stage
      • Figure 34: Reasons for interest in CBD in food and drink – Overall wellbeing, by age, March 2021
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  18. Appendix – Trend Drivers

      • Figure 35: Mintel Trend Drivers and Pillars

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


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