alt text

The Analyst’s Take: Just 32% of CBD-familiar consumers have purchased products

While 70% of consumers are now familiar with CBD, only 32% of these consumers have purchased CBD products. This is the latest installment in our data discussion from Nutrition Business Journal’s senior analyst.

Claire Morton, Senior Industry Analyst

December 3, 2019

1 Min Read
The Analyst’s Take: Just 32% of CBD-familiar consumers have purchased products

This past week Nutrition Business Journal launched its Hemp & CBD Guide 2.0. From a data perspective, the report features expanded market sizing and by-channel sales data that includes point-of-sale information from the dispensary channel. It also re-deploys updated manufacturer and consumer surveys, giving insight into what’s shifted in the last year.

One key takeaway is that while consumer familiarity has significantly increased from 2018, the percentage of consumers who have actually purchased CBD products has not. In December 2018, just under half of consumers surveyed were familiar with CBD, and that value increased to 70% in August 2019. But over that same time period, the percentage of consumers who purchase CBD only increased from 30% to 32%.

This points to strong purchase barriers that have not vastly improved from 2018 to 2019. Consumer confusion around the quality, legality and efficaciousness of CBD is high. Nearly half of consumers today don’t know if CBD would show up on a drug test, a number that has not changed since December 2018. Consumers who are familiar with CBD but have not purchased tend to question its effectiveness. Finally, concern about the quality of CBD products has not improved since 2018.


About the Author(s)

Claire Morton

Senior Industry Analyst, New Hope Network

Claire Morton is the senior industry analyst for New Hope Network’s Nutrition Business Journal. She manages NBJ’s data and insights to inform the industry on market trends and forecasts in natural and organic food and beverage, functional food and beverage, dietary supplements and personal care.

Subscribe and receive the latest updates on trends, data, events and more.
Join 57,000+ members of the natural products community.

You May Also Like