Factors that often go into a consumer’s decision on which type of CBD product to buy include format, brand, dosage strength and the type of CBD (full spectrum, broad spectrum or isolate).
According to market research firm Brightfield Group’s CBD consumer insights, full-spectrum is the preferred type of CBD for 54% of CBD consumers.
Full spectrum CBD is an extract that contains all other naturally occurring parts of the hemp or cannabis plant — including terpenes, other cannabinoids and a very small amount of THC content (0.3% or less for hemp-derived CBD).
Twenty-eight percent of consumers prefer broad spectrum CBD, according to Brightfield Group, which is very similar to full spectrum CBD, except that all of the THC has been removed.
Meanwhile, only 5% of consumers prefer isolate, which is a crystallized form of pure CBD with no other cannabinoids or terpenes. It is tasteless and odorless, making it easy to include in any product format.
Isolate is usually the least expensive CBD option, while broad spectrum CBD can be 20-50% more expensive than full spectrum.
Of those consumers that prefer full spectrum, 67% are loyal to this CBD type, Brightfield Group reports. Of those that prefer broad spectrum CBD products, about 30% are loyal, and 3% of isolate purchasers are loyal to isolate products.
However, according to Brightfield Group data, 13% of respondents aren’t sure what type of CBD they prefer. This leaves opportunity for retailers and suppliers to better communicate with and educate consumers on the available products and their benefits.