Description

This report provides comprehensive and current information and analysis of the CBD in Food and Drink market including CBD in Food and Drink market size, anticipated market forecast, relevant market segmentation, and industry trends for the CBD in Food and Drink market in the US.

Current market landscape

Opportunity for sales growth of food and drink featuring CBD comes in attracting more users. Only a third of CBD users have tried food/ drink with CBD added, but a strong interest for CBD product trial (any format) among users makes food/drink categories well suited for driving excitement and holding attention through exploration.

Future market trends in CBD in Food and Drink

Brands have multiple paths to choose from when it comes to deciding on food/drink products best suited for CBD introduction. The slight edge that health has over recreation in CBD use suggests health-focused food/drink categories will align with motivations for use. Particularly when it comes to beverages of interest, those that are relatively health-focused (eg tea, juice, smoothies) have stronger appeal than CSDs and energy drinks. However, interest in indulgence is also evident, particularly when it comes to food containing CBD, with sweet snacks and chocolate flavors garnering the most interest. Brands aiming at recreational users could find their niche in treat-focused offerings.

Brands can lean into value positioning when incorporating CBD into food and drink. The high instance of daily use among CBD users supports the need for convenient and commonplace consumption vehicles, and tight economic times favor products that compound value by piggybacking benefits, such as satisfying hunger/thirst (and cravings) while delivering on what consumers seek from CBD.

Quality and consistency remain areas in need of focus among brands in the space. One in five US adults who’ve tried food/drink containing CBD say that they always contend with inconsistent quality.

Read on to discover more about the CBD in Food and Drink consumer market, read our US Cannabis in Food and Drink Market Report 2022, or take a look at our other Cannabis research reports.

Quickly understand the CBD in food and drink market

  • Interest in food and drink containing CBD.
  • Flavors of interest in food and drink containing CBD.
  • Attitudes toward flavors in food and drink containing CBD.
  • Experience with food and drink containing CBD, including occasions and perceptions.
  • The effects of CBD drinks.

Covered in this CBD in food and drink market report

Foods of interest include: Candy, Baked goods, Snack bars, Frozen treats, Salty snacks, Cooking oils, Yogurt, Prepared Meals, Cereal, Soup, Condiments.

Flavors of interest include: Chocolate, Caramel, Chocolate caramel, Chocolate peanut butter, Vanilla, Tropical fruit, Berry, Citrus, Dessert-inspired flavors, Coffee, Floral.

Expert analysis from a specialist in the field

This report, written by Fiona O’Donnell, a leading analyst in the Multicultural, Lifestyles, Travel and Leisure sector, delivers in-depth commentary and analysis of companies putting CBD in food and drink to highlight current trends and add expert context to the numbers.

In an era of high demand for functional foods, the use of CBD in food and drink aligns with current wellness trends. However, questions over efficacy and consistent quality challenge willingness to invest in this relatively new category during times of record high inflation.”
Fiona O'Donnell, Director - Multicultural, Lifestyles, Travel and Leisure
Fiona O’Donnell
Senior Director, US Reports

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: Outlook for CBD in food and drink, 2022-27
                • Opportunities and challenges
                  • Category must improve on efficacy/consistency
                    • Figure 2: Experience with CBD in food and drink – Quality, 2022
                  • Perception of high price will be a limitation as consumers contend with inflation
                    • Figure 3: Experience with CBD in food and drink – Products are too expensive, 2022
                  • Personal associations limit larger scale enjoyment
                    • Figure 4: Experience with CBD in food and drink – Occasion, 2022
                  • Health leads among CBD drinks of interest, indulgence rules food
                    • Figure 5: Top 3 CBD beverages and top 3 CBD foods of interest, 2022
                  • Key consumer insights
                  • Target Audience by the Numbers

                    • One third of US adults use CBD; health has a slight edge over recreation
                      • Figure 6: Interest in and use of CBD over the past year, 2022
                    • A third of CBD users have tried food/drink with CBD added
                      • Figure 7: Has tried food or drink products with CBD added, by key demographics, 2022
                    • Two thirds of CBD users like to try new products
                      • Figure 8: Likes to try new CBD products, 2022
                  • CBD Use and Perceptions

                    • Half of CBD users do so daily
                      • Figure 9: CBD use behaviors – Habits, 2022
                    • Health positioning can take many forms
                      • Figure 10: Conditions for CBD use – Any format (NET), 2022
                    • Recreational use centers on mood enhancement
                      • Figure 11: Recreational use of CBD, 2022
                    • CBD knowledge is growing, education efforts still needed
                      • Figure 12: CBD knowledge, 2021-22
                    • CBD seen as safer than medication
                      • Figure 13: Attitudes toward CBD, 2022
                  • Market Factors

                    • Inflation encourages belt-tightening, requires proof of value
                      • Figure 14: CPI changes from previous year ago, 2007-22
                    • Personal health is a leading concern
                      • Figure 15: Ailments experienced, 2021
                    • Growing array of functional offerings leads to competitive landscape
                      • Figure 16: Share of food and drink launches featuring functional claims, 2018 and 2022
                    • FDA launches amps up, cracks down on claims work
                    • Competitive Strategies and Market Opportunities

                      • Align with trusted retailers/brands to boost credibility
                        • Figure 17: Choice, 2022
                      • CBD drinks can step in as alcohol consumption wanes
                        • Figure 18: Choice dry January promotion, 2022
                        • Figure 19: Little Saints Co, 2022
                      • Bundling benefits of other active ingredients can take weight off CBD
                        • Figure 20: Choice CBD Kombucha, 2022
                    • The CBD in Food and Drink Consumer – Fast Facts

                      • Health dominates CBD drinks of interest, indulgence leads food
                        • Fruit flavors dominate drinks of interest, chocolate is the go-to for edibles
                          • Flavor innovation plays a small role in encouraging CBD food/drink trial
                            • Solo consumption rules among food and drink infused with CBD
                              • Category must improve quality perceptions
                                • Perception of high price is a limitation
                                • CBD Beverages of Interest

                                  • Health-focused drinks remain target for CBD, but sugar drinks grow
                                    • Figure 21: CBD beverages of interest, 2022
                                    • Figure 22: CBD beverages of interest, 2021-22
                                  • Men are stronger targets for CBD-infused beverages
                                    • Figure 23: CBD beverages of interest, by gender and age, 2022
                                  • Young Hispanics show strong interest in CBD-infused smoothies and juice
                                    • Figure 24: CBD beverages of interest, by Hispanic origin and age, 2022
                                  • CBD-infused juice, alcohol carry outsized interest among Black consumers
                                    • Figure 25: CBD beverages of interest, by race, 2022
                                • Flavors of Interest in Beverages Containing CBD

                                  • Fruit options lead beverage flavors of interest
                                    • Figure 26: Flavors of interest in beverages containing CBD, 2022
                                  • Lemonade has widest appeal
                                    • Figure 27: Flavors of interest in beverages containing CBD, by gender and age, 2022
                                  • 90% of Black adults interested in fruit-flavored CBD-infused beverages
                                    • Figure 28: Flavors of interest in beverages containing CBD, by race, 2022
                                • CBD Foods of Interest

                                  • Sweet snacks rule CBD foods of interest
                                    • Figure 29: CBD foods of interest, 2022
                                    • Figure 30: CBD foods of interest, 2021-22
                                  • 18-24s show outsized interest in frozen treats with CBD
                                    • Figure 31: CBD foods of interest, by gender and age, 2022
                                  • CBD-infused yogurt appeals to young Hispanic adults
                                    • Figure 32: CBD foods of interest, by Hispanic origin and age, 2022
                                  • Black adults show strongest enthusiasm about CBD-infused food
                                    • Figure 33: CBD foods of interest, by race, 2022
                                • Flavors of Interest in Foods Containing CBD

                                  • Chocolate rules as flavor interest in foods containing CBD
                                    • Figure 34: Flavors of interest in foods containing CBD, 2022
                                  • Vanilla sneaks into a leading role among 18-24s
                                    • Figure 35: Flavors of interest in foods containing CBD, by gender and age, 2022
                                  • Black adults show outsized interest in non-chocolate options
                                    • Figure 36: Flavors of interest in foods containing CBD, by race, 2022
                                • CBD Food and Drink Flavor Statements

                                  • Some flavor adventure is seen, brands must key into their target audience
                                    • Figure 37: CBD food and drink flavor statements, 2022
                                  • Men are slightly more adventurous when it comes to flavor
                                    • Figure 38: CBD food and drink flavor statements, by gender, 2022
                                  • Engaged CBD users are drawn to flavor innovation to add variety to routine
                                    • Figure 39: CBD food and drink flavor statements, by age, 2022
                                  • Black shoppers are flavor adventurers
                                    • Figure 40: CBD food and drink flavor statements, by race, 2022
                                • Experience with CBD in Food and Drink

                                  • CBD-infused food/drink most likely to be for solo consumption
                                    • Figure 41: Experience with CBD in food and drink – Occasion, 2022
                                  • A quarter of shoppers always view the category as expensive
                                    • Figure 42: Wyld CBD Real-Fruit Infused Blackberry Sparkling Water, instant reaction vs purchase intent, 2022
                                    • Figure 43: Experience with CBD in food and drink – Price, 2022
                                  • Category needs improvement on efficacy/consistency
                                    • Figure 44: Experience with CBD in food and drink – Quality, 2022
                                  • Larger formats would appeal to nearly a third of consumers
                                    • Figure 45: Experience with CBD in food and drink – Packaging, 2022
                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Abbreviations and terms
                                        • Abbreviations
                                        • Appendix – Target Audience

                                            • CBD use holds relatively steady
                                              • Figure 46: Interest in and use of CBD over the past year, 2021-22
                                            • Men are more likely than women to use CBD
                                              • Figure 47: Interest in and use of CBD over the past year, by gender, 2022
                                            • 25-44s are a core CBD audience
                                              • Figure 48: Interest in and use of CBD over the past year, by age, 2022
                                            • Hispanic consumers are more likely users of CBD
                                              • Figure 49: 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 50: Interest in and use of CBD over the past year, by race, 2022

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