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Market Research Report

2020 North American CBD Market: Opportunities & Challenges, CBD Quantitative Consumer Study Report

Published by Natural Marketing Institute Product code 969354
Published Content info 90+ Pages
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2020 North American CBD Market: Opportunities & Challenges, CBD Quantitative Consumer Study Report
Published: May 25, 2020 Content info: 90+ Pages
Description

The Institute's Groundbreaking Multi-Phase Research on the Impact of the Whole Cannabis Plant on Consumers

The Institute conducted a comprehensive research project surrounding cannabis. It is the first and only study to examine the impact of the whole cannabis plant - including CBD, marijuana, and hemp - and its impact on whole health across general population adults in the US and Canada.

This report represents the Phase 3 CBD portion of the project.

Phase 1: 9 online US focus groups with consumers in October 2019 (60+ consumers). Separate Qualitative report available.

Phase 2: Industry & Market Analysis: 5-year review of cannabis-related in-market activity in November 2019. Separate report available.

Phase 3: Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

Methodology - Phase 3 Quantitative Consumer Study

Scope:

The Institute conducted a comprehensive research project surrounding the whole cannabis plant - including CBD, hemp, and marijuana - and its impact on whole health across general population adults in North America with a focus on pathway to purchase, product opportunities, market sizing, and strategic marketing applications.

The focus of this consumer study examined the attitudes, behaviors, motivations, and purchase interest related to the dynamic, multi-faceted dimensions of whole health, including the impact on human health and that of the planet.

Survey Methodology:

  • 4,000 US adults and 1,000 Canadian adults, nationally projectable to the adult population in each country; accurate at the 95% confidence level to +/- 1.2%
  • Conducted online February/March 2020
  • Representative in each country to the general population of adults 18+; balanced across key demographics and nationally projectable
  • Report released May 2020

Definition of Groups within the Report

  • GP - General Population Adults (by country)
  • iGen - born 1998-2001 (Ages 18-21)
  • Millennials - born 1977-1997 (Ages 22-42)
  • Young Millennials - born 1991-1997 to (Ages 22-28)
  • Older Millennials - born 1977-1990 (Ages 29-42)
  • Gen X - born 1965-1976 (Ages 43-55)
  • Boomers - born 1946-1964 (Ages 56-72
  • Matures - born 1900-1945 (Ages 73+)
  • CBD past 6 month users - used a CBD product* in past 6 months
  • CBD lapsed user - used a CBD product* but not in the past 6 months
  • CBD non-users - have never used a CBD product*
  • CBD Intenders - definitely/probably would use a CBD product* at some point in the future if available where they shop; includes consumers who have ever used CBD but not in the past 6 months
Table of Contents

Table of Contents

Introduction

Methodology

Definitions of Groups

The Institute's Health & Wellness Consumer Segments

Executive Overview

Executive Overview of CBD

  • On the Radar But Not Well Understood
  • A $70 Billion Potential Market Opportunity
  • Not All CBD Users Are Created Equal
  • CBD in a Category of Its Own
  • Most Popular CBD Product Categories and Formats
  • CBD Pet Care: An Emerging Market
  • A Potential Market Disruptor
  • Education: The Key to Driving CBD Growth

CBD Overview: Awareness, Knowledge, & Usage

  • CBD Consumer Awareness and Level of Feeling Informed
  • US CBD Word Association: Top of Mind Word Cloud
  • Canada CBD Word Association: Top of Mind Word Cloud
  • US - CBD Usage Demographic Profile
  • Canada - CBD Usage Demographic Profile
  • US - CBD Usage Frequency by Health & Wellness Segment
  • Canada - CBD Usage Frequency by Health & Wellness Segment
  • Familiarity with Cannabis Compound Terminology
  • CBD Trial by Generation and Health & Wellness Segment
  • CBD Recent Use by Generation and Health & Wellness Segment
  • CBD Use vs Intent vs Rejection
  • Top Purchase Influences for CBD Products
  • Secondary Purchase Influences for CBD Products
  • Initial Path to Purchase Steps for CBD Products
  • Key CBD Product Purchase Drivers
  • Perceived Benefits of CBD
  • US - Generational Differences in Perceived Benefits of CBD
  • Canada - Generational Differences in Perceived Benefits of CBD
  • Popularity of CBD Products by Category
  • US - Popularity of CBD Product Categories Among Usage Groups
  • Canada - Popularity of CBD Product Categories Among Usage Groups
  • Shopping Behavior - Where Consumers Expect to Find CBD Products
  • Primary Drivers for Using CBD Products
  • Secondary Drivers for Using CBD Products
  • The Untapped Opportunity Among Non-Users
  • The Non-User Opportunity by Generation and Segment
  • US - CBD Consumer Groups by Alcohol & Tobacco Use
  • Canada - CBD Consumer Groups by Alcohol & Tobacco Use
  • Overview of the CBD Market Size

CBD Product Opportunities: Supplements, OTC, & Wellness products

  • Consumer Preference for CBD Supplement Product Formats
  • Projected Market Sizing of CBD Gummies
  • Opportunity and Drivers Among Various CBD Supplement Formats
  • Generational Differences in Daily Usage of CBD Supplements
  • Current User vs Intender Differences in Daily Usage of CBD Supplements
  • CBD Supplement, Gummy, OTC Product Trade-Off Behavior
  • Switching Rationale for Trading OTC and Rx Medications for CBD Products
  • Products Impacted by Consumer Trade-Off in Favor of CBD Supplements
  • US - Opportunities for CBD as Therapy for Health Conditions
  • Canada - Opportunities for CBD as Therapy for Health Conditions
  • Perceived Efficacy of CBD Supplements or OTC Medications
  • Loyalty to CBD Supplements/OTC Medications Currently Using
  • Brand Perception of CBD Supplements and OTC Medications
  • Projected Market Sizing of CBD Supplements

CBD Product Opportunities: The Appeal of Foods & Beverages

  • Consumer Usage of CBD Food and Beverage Product Types
  • Consumer Favorite CBD Foods and Beverages
  • CBD Foods and Beverages - Trade-Off Behavior with Current Products
  • CBD Foods and Beverages as Replacements for Other Products
  • US - CBD Foods and Beverages as Treatments for Health Conditions
  • Canada - CBD Foods and Beverages as Treatments for Health Conditions
  • Brand Perception of CBD Foods and Beverages
  • Projected Market Sizing of CBD Foods and Beverages

CBD Product Opportunities: Personal Care

  • Consumer Usage of CBD Personal Care Product Types
  • CBD Body/Facial Care Usage by Generation, Health & Wellness Segment
  • CBD Personal Care Product Trade-Off Behavior with Current Products
  • US - CBD Personal Care Products as Treatments for Health Conditions
  • Canada - CBD Personal Care Products as Treatments for Health Conditions
  • Brand Perception of CBD Personal Care Products
  • Projected Market Sizing of CBD Personal Care Products

CBD Product Opportunities: Pet Care

  • Pet Ownership
  • CBD Pet Care Product Use
  • Usage of CBD Pet Care Products by Generation
  • Usage of CBD Pet Care Products by Health & Wellness Segment
  • Projected Market Sizing of CBD Pet Care Products

CBD Product Opportunities: Pharmaceutical and OTC Medications

  • Consumer Openness to Using CBD OTC or Prescription Medications
  • Awareness of and Perceived Uses for Epidiolex®
  • Projected Market Sizing of CBD Prescription Products
  • Projected Market Sizing of CBD OTC Products
  • CBD: Strategy Development, Overcoming Barriers
  • Overall Barriers to CBD Use
  • Lack of Education About CBD Fuels Many Barriers
  • Consumer Concerns of Drug Test Failure and Psychoactive Properties
  • Key Persuaders to Drive Non-User Trial
  • Overcoming Usage Barrier

CBD Product Opportunities: Overcoming Barriers

  • Overall Barriers to CBD Use
  • Lack of Education About CBD Fuels Many Barriers
  • Consumer Concerns of Drug Test Failure & Psychoactive Properties
  • Key Persuaders to Drive Non-User Trial
  • Overcoming Usage Barriers

Appendix: NMI Health & Wellness
Consumer Segments

  • NMI Health and Wellness Consumer Segment
  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS
  • Snapshot: FOOD ACTIVES
  • Snapshot: MAGIC BULLETS
  • Snapshot: FENCE SITTERS
  • Snapshot: EAT, DRINK & BE MERRYS
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