Brightfield Group released its report “C(BD) of Change: How the US CBD Consumer is Evolving in 2022,” revealing consumer trends and product popularity. According to Brightfield Group’s research, gummies remain the dominant CBD product type used, now in use by a majority of CBD consumers.
Average spending per month is down slightly across the industry as consumers shift to more targeted occasions of use and lower-priced products. Women are spending more on CBD than men, as they are more likely to purchase higher priced product types. Flower is one of the few product types to see growing usage (other than gummies), and the category offers plenty of room for differentiation, from positioning to highlighting cultivation methods. Additionally, insomnia is a rising issue for many Americans, and many are turning to CBD for help.
Over time, trends are showing that 51% of consumers are willing to spend up to $100 per month on CBD products and 42% use CBD at least once per day as of the first quarter of 2022.
The report also states that women are more likely to purchase gummies and are more likely to be aware of THC than men. Men are generally more aware of minor cannabinoids such as CBC, CBG, CBN and CBT.
Viewers can read Brightfield Group’s report to learn more about the company’s product and brand insights as well as trends occurring among different groups of CBD consumers.
Brightfield Group is a research firm for emerging categories including CBD, cannabis and wellness. By integrating multi-source data with AI and research expertise into its cross-comparable data lake, it uncovers robust insights as new markets develop.