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[preview] Data Briefing: Consumer CBD Attitudes

Contact Author Jeb Gleason-Allured, Editor in Chief, Global Cosmetic Industry
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  • F-1. CBD awareness/usage of survey participants
  • F-2. CBD usage/awareness, broken down by gender
  • F-3. CBD usage/awareness, broken down by age
  • F-4. CBD form preferences
  • F-5. CBD form preferences, broken down by gender
  • F-6. CBD format preference, broken down by age

CBD has been the buzziest ingredient of the last few years, spanning everything from foods and beverages to supplements to beauty products. Not a day goes by without a new trove of launches or CBD-related acquisition.

At the same time, many mainstream retailers have finally dipped their toes into the market, including the recent addition of Lord Jones body lotion into some 170 Sephora stores across the United States.

Yet challenges to expansion remain. At the end of May 2019, The Food and Drug Administration held a public hearing on cannabis-derived compounds, particularly CBD, and in the process unveiled widespread mis-dosing of products, inconsistent or misleading product claims and marketing, and understandable widespread consumer confusion.

CBD: What the Consumer Thinks

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The all-things-cannabis boom hasn’t slowed down but brands are beginning to take a closer look at consumer understanding, concerns and top opportunities. To shed more light on U.S. consumer attitudes, Global Cosmetic Industry partnered with Suzy, an on-demand consumer insights platform that allows users to target and derive real-time feedback from consumers.

How the Survey Worked

The survey was conducted in partnership with Suzy on June 14, 2019, based on 500 total responses from an online U.S. panel population of adults age 18-55 with a 50/50 gender split.

The survey consisted of five multiple choice questions and five open-ended questions focused on understanding consumer attitudes regarding CBD-based beauty and food/beverage products.

49% of people age 18-24 are interested in trying CBD, compared to 43% of those age 35-49 and 50-64.

Suzy used a screener question, and only asked consumers who knew what CBD was. A portion of the questions were targeted to consumers who have previously used a CBD product.

Some questions with fewer than 500 respondents were re-targeted based on how they answered certain questions. The entire survey took four hours to complete.

The results are presented in F-1-11.

What the Data Says

Among the top findings, according to Suzy analysts:

  • 45% of people have heard of CBD and are interested in learning more about or trying the product (F-1). This is a massive opportunity to educate the population about the ingredient’s benefits and how consumers can potentially use it.
  • 47% of female respondents are interested in learning more about or trying CBD, compared to 37% of males (F-2). There’s a large opportunity to market and develop products for a female audience.
  • 49% of people age 18-24 are interested in trying CBD, compared to 43% of those age 35-49 and 50-64 (F-3). People across the age spectrum are generally interested in trying the product.
  • 42% of people prefer CBD to be full-spectruma, 30% do not have a preference and 19% prefer CBD isolates (F-4).
  • Women slightly over-index for preference of full-spectrum CBD, compared to men, though the differences are marginal (F-5).
  • 29% of people between age 50-64 prefer CBD isolates, compared to 15% for 18-24 (F-6).

Want the rest of the article and figures? Subscripe to Global Cosmetic Industry to receive the September 2019 issue containing the full data and insights derived from this study.