CBD Deep Dive: Consumer Views of this Emerging Category

Description

CBD Deep Dive is a full-scale report detailing the consumer’s point-of-view of CBD.  This 60-page report provides deep, data-based, actionable insights about how the consumer views CBD as an ingredient and the needs, motivations, and behaviors of triers.

Report contents include:

• Executive Summary: expertly crafted executive-ready summary of findings and recommended activations
• Consumer Associations with CBD: detailed data that outlines awareness, familiarity and trial among consumers by age and geography as well as the top benefit associations consumers have with CBD
• CBD Trier Profile: the detailed profile of the CBD trier including demographics, lifestyle choices, and reasons for trying CBD
• CBD Path to Purchase: a complete overview of the CBD triers’ path-to-purchase including sources of information, where the first product is purchased, nost common forms and dosage, satisfaction, and repeat behaviors
• CBD Retail Preferences: insight into where consumers are buying CBD today and where they would prefer to buy CBD if it were broadly available. This section also contains insights into the degree of trust consumers have with CBD and what major retailers and brands can do to elevate this trust.
• Product Trends: an in-depth review of the latest CBD product offerings and trends across categories including tinctures, supplements, topicals, edibles, beverages, and personal care.

Report data is sourced from:

• Quantitative Study: A large-scale internet-based survey of 2,000 U.S. adults (aged 18 – 75) was conducted from August – September 2019. The study is representative of the US based on geography, gender, age, race, and income.
• Qualitative Panel: 5 respondents with varying degrees of experience with CBD were recruited for a 1-hour interview.