For some of the freshest consumer insights, CBD-Intel’s March 2022 survey of 1,000 UK consumers found that 76% knew what CBD was, while 8% of this latter group were using it. Of the full cohort, 39% had never used CBD before but were interested in using it.
As part of its survey, CBD-Intel compared results from similar research carried out in 2019. While pain or chronic pain had been the main reason for usage of CBD for up to 50% of consumers polled three years ago, this was superseded by anxiety in 2022 as the most common motivation. The company suggests this may be at least partly the result of the pandemic and its effects on mental health. Reeves divides recent consumer interest in CBD in the UK and other parts of Europe into two waves. The first of these, going back to 2015-2016, involved ‘early adopters.’ “Some products were not particularly good, and the consumer experience wasn’t always very fruitful,” he says. The current cross-section of consumers represents a larger group. “They want more information, reassurance and, for example, the provenance of the product,” says Reeves. “So, now brands need not only to have the best price and the sexiest packaging, but also to be the best possible source of knowledge.” Meanwhile, the options around CBD are wider than ever. “Brands have been looking for other occasions of use, with gummies, beverages, sprays, and so on,” he says. At the same time, there is far greater awareness of applicability in areas such as sexual wellness. “Today’s consumer journey is very different.”
Today’s consumer journey is very different.
In 2021, Mintel published research which showed that 35% of just under 2,000 German consumers said they had heard of food and drink products containing CBD and would be interested in trying them. Based on smaller cohorts of just under 1,000 consumers, 22% of those in Spain gave the same response, 21% in Poland, 19% in France and 18% in Italy. Reeves makes the point that the consumers who understand the benefits of CBD tend to prefer the full-spectrum variant containing up to 112 different compounds, with low levels of controlled cannabinoids such as delta 9 tetrahydrocannabinol (THC) in the mix. “Consumers want this,” he claims. “So, if you want to preserve that consumer choice, you have to allow the full range of cannabinoids. As a part of that, you have to engage with regulators on the delta 9 issue, otherwise you miss the opportunity.” While there are no certified health claims available with CBD within the EU, the compound’s efficacy in a number of health areas is “very clear,” says Reeves. Those areas include anxiety and depression, pain relief and sleep. “Consumers know this from their own experience and from readily available information,” he adds.
Potential demand for rarer cannabinoids is prompting firms to explore other methods of manufacturing to give higher yields at lower cost