Roughly 40% of U.S. adults age 21 and over indicated a willingness to explore CBD under the right conditions, according to a study by High Yield Insights.
The report reveals the behaviors, product and format preferences, and demographics of both current and potential CBD users. It included U.S. consumers who indicated interest in CBD, finding that the majority (64%) are 35 years or older, female (56%), with college experience (79%). For these potential users, key motivations for trying CBD include easier access to products (42%), availability of unbiased research (44%), and a physician’s recommendation (34%).
“We are seeing many consumers looking to incorporate CBD into their wellness regimen,” said Mike Luce of High Yield Insights. “Consumers previously unfamiliar with CBD are rapidly showing interest. Now that the federal government is finally taking steps to clear up the hazy legal picture, people see CBD as an entry point to the therapeutic benefits of cannabis.”
Among current CBD users, approximately half are under the age of 34 and most (54%) have used CBD for less than one year. Some (30%) current users report using products containing CBD only while others prefer medicating with products containing a mixture of CBD and the psychoactive compound THC.
“CBD does seem to be benefiting from greater acceptance of cannabis,” Luce stated. “Seven in 10 current CBD users have also used cannabis containing THC in some form in the past three months. This indicates that for some users, CBD-only products are serving a complementary function.”
Among CBD products that potential users might consider, accessible forms such as chocolates and baked goods rank high along with types resembling familiar over-the-counter products such as pills and capsules.