The CBD market has exploded over the past two years. While the chemical compound was once virtually unknown, we now see people extolling the virtues and health benefits of CBD on talk shows, news sites, and across social media. We wanted to gather more information about CBD consumers, so we conducted a study with over 10,000 respondents to learn more about their behavior, their usage motivators, and how to reach them.
We identified some key CBD consumer segments, including frequent users.
If your brand currently operates in the CBD space or is hoping to enter this ever-expanding market, it’s important that you understand more about these frequent users. Let’s take a look at who these consumers are, why they use CBD products, and how you can reach them.
Who are Frequent CBD Users?
We define frequent users as those who are using CBD products at least once a week. These consumers are typically between 18 and 49 years of age, and they’re likely to have children in their households. It’s no surprise, then, that they report living active lifestyles.
They also exhibit higher weekly usage of adult substances like cannabis, e-cigarettes, and alcohol. At the same time, they’re looking for natural alternatives to traditional medicine for both themselves and other members of the family. In fact, 67% indicated that they’re likely to give a pet CBD to help with medical issues.
Why Do They Choose CBD?
As noted above, these consumers are leading busy lives. They’re juggling work, life, and family and still carve out time to maintain an active lifestyle.
Unsurprisingly, a lot of these users indicate that they use CBD for stress and anxiety relief. In fact, 47% of respondents to our survey said that stress or anxiety was their major motivator for using the chemical compound.
Help with sleep and treatment of pain were also considerations for users in this group. And perhaps because they’re taking CBD regularly and for a variety of reasons, a fair number of them are using more than one source of CBD. Sixty-six percent reported using two or more forms of CBD in a typical week.
How to Reach Them
Because of their regular usage, these consumers are shopping for CBD products more frequently. Fifty-one percent said they shop two to three times per month or more for CBD items.
They’re most likely to be found online, with 41% turning to online retailers for their CBD products. Establishing a comprehensive online marketing strategy with SEO, branded content, listings management, and targeted display can help you gain an edge over your competition.
If you’ve already won a frequent user over, you’re in luck: 66% of users buy the same brand every time. If you’re looking to attract customers away from another brand, consider highlighting your trustworthiness. Nearly 80% of frequent users are willing to pay more for a CBD brand they trust, 80% seek out brands with a well-known and respected reputation, and 79% desire products with a non-toxic extraction process.
If you’re looking to market your CBD products to any subset of the population, frequent CBD users are a great place to start. They’re willing to try a wide variety of product types, and if you can prove you’re worthy of their trust, they just might give your brand a chance.
To get the full results from our CBD study, the largest ever conducted in the U.S., contact one of our CBD marketing experts here.