THE AMERICAN CBD USER The most common reason is to control pain (52%) or reduce stress or anxiety (50%). Consumers can use CBD for a variety of reasons. Creating a user personality by understanding the “why” can drive everything from your products and brand message to your distribution strategy. CBD for medicinal purposes is highly prevalent and is used to treat conditions ranging from anxiety to epilepsy.
CBD use cases are steadily increasing as more clinical trials explore its benefits. Consumers continue to report that they buy CBD through traditional channels, even 50% say they buy online. The notable increases occur in pharmacies and retail stores specializing in CBD, where these channels are specific and focused, allowing shoppers to come and go with what they need. The discovery of CBD will rebound in other retail channels once consumers are comfortable shopping in-store.
Inevitably, tapas and in-store displays will bring new people back to CBD. The combination of lower prices, store closures and increased consumption of CBD led many consumers to divert their CBD purchases online. When someone hears of CBD, it could be a success or failure in the future intention to buy, since consumers who are not willing to consume CBD have gaps in their knowledge about the cannabinoid. In short, distribution and accessibility are changing rapidly in the CBD market, and CBD brands that want to grow must be where consumers are.
For example, 18% of consumers who don't consume CBD today openly admitted that they don't know enough about CBD products.