Category Management | CBD Column
More detailed data indicate a correlation between recent stress and CBD experience. Over the past three months, people who shared they were somewhat or very concerned about the continued spread of the Delta variant are much more likely to be users and intenders of CBD products. General reports of stress and worry painted an interesting picture of where cannabidiols stand despite the number of infused products available. Respondents who indicated they felt “very strongly” stressed or “very strongly” worried in the past three months were much more likely than people who were less stressed and worried to have used CBD products and been satisfied with them. At the same time, both segments of highly stressed and highly worried individuals reported an equal or greater percentage of dissatisfied users as satisfied users. Are cannabidiols living up to their described calming effect?
Edibles are currently the favorite way to consume CBD for all age groups. Millennials and of-age Gen Zers — those with the greatest amount of satisfaction, dissatisfaction and intent to try CBD in general — show significantly more interest in CBD vaping products when compared to older age groups. Meanwhile, CBD skincare and other beauty products are relatively new to the market compared to other established products. Among people who use skincare and beauty products, more than one-third (33%) are at least somewhat interested in ones that contain CBD.
CBD beverages are another upand-coming trend to watch. Both CBD beverages (with little to no THC) and cannabis beverages (with significant levels of THC) share similar levels of consumer experience, though THCcontaining drinks have a slightly higher percentage of consumers interested in giving them a try. As with other cannabis trends, the general appeal of these drink types sits largely with consumers under 35, but the youthful tendency shifts when it comes to level of psychoactivity — people over 35 are much more willing to try drinks that contain THC vs. CBD drinks.
PRODUCT TYPE
Perhaps it’s the type of product users and intenders are gravitating toward that leads to more or less satisfaction. 80
CSTORE DECISIONS •
October 2021
cstoredecisions.com
