CBD Quantitative Consumer Study Report

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

cbd quantitative study

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

90+ pages/slides of current analysis, commentary, and learnings, with consumer knowledge, behaviors, implications, purchase insights across CBD CPG categories!

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $8,000  Order Report

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

NMI 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 portion of the project

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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

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

Phase 3 - Table of Contents

Introduction
Methodology
Definitions of Groups
The Institute's Health & Wellness
Consumer Segments

Executive

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

Executive Overview of Marijuana

  • Everyone is Aware of Marijuana. But Conflicting Perceptions Exist
  • Usage Rates Show Upside Market Potential as Legality Grows in the US
  • Clear Generational Differences Driven By Millennia's
  • Forms Used Skew Toward Plant/Bud/Pre-Rolls
CBD
  • CBD Consumer Awareness and Level of Feeling Informed
  • US cm Word Association: Top of Mind Word Cloud
  • Canada CH Word Association: Top of Mind Word Cloud
  • US - CH Usage Demographic Profile
  • Canada - CBD Usage Demographic Profile
  • US - CBD Usage Frequency by Health 6 Wellness Segment
  • Canada - CM Usage Frequency by Health B Wellness Segment
  • Familiarity with Cannabis Compound Terminology
  • CBD Trial by Generation and Health 6 Wellness Segment
  • CH Recent Use by Generation and Health 6 Wellness Segment
  • CH Use vs Intent vs Rejection
  • Top Purchase Influences for CBD Products
  • Secondary Purchase Influences for CBD Products
  • Initial Path to Purchase Steps for CM 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
CBD Product
  • Consumer Preference for CBD Supplement Product Formats
  • Projected Market Sizing of CBD tummies
  • 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 Rs Medications for CBD Products
  • Products Impacted by Consumer Trade-Off in Favor of CBD Supplements
  • US - Opportunities for CBD es Therapy for Health Conditions
CBD Appel
  • 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
Personal Care
  • Consumer Usage of CBD Personal Care Product Types
  • CBD Body/Facial Care Usage by Generation. Health B Wellness Segment
  • CBD Personal Care Product Trade-Off Behavior with Current Products
  • US - CBD Personal Care Products as Treatments for Heahh Conditions
  • Canada - CBD Personal Care Products as Treatments for Health Conditions
Pet Care
  • Pet Ownership
  • COD Pet Care Product Use
  • Usage of CBD Pet Care Products by Generation
  • Usage of CBD Pet Care Products by Health 6 Wellness Segment
  • Projected Market Sizing of CBD Pet Care Products
OTC Medications
  • Consumer Openness to Using CBD DEC or Prescription Medications
  • Awareness of and Perceived Uses for Epidiolexe
  • 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
Overcoming
  • Overall Barriers to CBD Use
  • Lack of Education About CBD Fuels Many Barriers
  • Consumer Concerns of Drug Test Failure a Psychoactive Properties
  • Key Persuaders to Drive Non-User Trial
  • Overcoming Usage Barriers
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  • Purchase Influences: In-Store Efforts are Key for US Consumers
  • The $105 Billion Potential Market Size is Impressive
  • Strong Interest Exists in US Expanding Legality
  • Converting Non-Users May Pose an Uphill Battle

Executive Overview of Hemp

  • Familiarity and usage of hemp is currently law and driven by WELL BEINGS, FENCE SITTERS and Millennia's
  • There exists some confusion about what hemp is and what the benefits are.
  • Education and marketing efforts are vital to broaden the reach of this category.
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  • 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 CBDProducts
  • Primary Drivers for Using CBI) 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 B Tobacco Use
  • Canada - CBD Consumer Groups by Alcohol B Tobacco Use
  • Overview of the CBD Market Size
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  • Canada - Opportunities for CBD as Therapy for Health Conditions
  • Perceived Efficacy of CBD Supplements or OTC Medications
  • Loyalty to CBD Supplements/EC Medications Currently Using
  • Brand PerceptMn of CBD Supplements and OTC Medications
  • Projected Market Sizing of CBD Supplements
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  • Brand Perception of CBD Personal Care Products
  • Projected Market Sizing of CBD Personal Care Products
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  • Brand Perception of CBD Personal Care Products
  • Projected Market Sizing of CBD Personal Care Products
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  • Consumer Concerns of Drug Test Failure and Psychoactive Properties
  • Key Persuaders to Drive Non-User Trial
  • Overcoming Usage Barrier
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Appendix
  • NMI Health and Wellness Consumer Segment
  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS • Snapshot: FENCE SITTERS
  • Snapshot: FOOD ACMES • Snapshot EAT. DRINK B BE MERRYS
  • Snapshot MAGIC BULLETS
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Methodology - Phase 3 Quantitative Consumer Study

Scope:

  • NMI 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
Whole Cannabis

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 880 product* at some point in the future if available where they shop; includes consumers who have ever used CH but not in the past 6 months

All references to dollar sizes are in their local currency (US Dollars, Canadian Dollars)
*oil, tinctures, gummies, capsules, foods, topicals, other forms

NMI's Health S Wellness consumer segmentation identifies five distinct segments within the U.S. general population

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For more information kindly contact Steve French, at Steve.French@NMIsolutions.com