Cannabidiol (CBD) products are definitely on the rise in America. Awareness has continued to climb since CivicScience started tracking the data in September of 2018, and the amount of people who have tried and are satisfied with CBD products has gone up 6% in that same timeframe.
Overall, as of Q4 2019, more than a third of Americans have either used, or intend to use, CBD oil and other CBD products.
So who’s using these products? Basic demographic information doesn’t reveal many insights into users and intenders. Age is the only indicator with people under 55 being more likely to have used or intend to use CBD products. While women are 10% more likely than men to use or try CBD products, gender and income in general don’t give much information about those interested in CBD.
CBD for Health and Wellness
As cannabis is increasingly permitted in states for medicinal purposes, it is no surprise that CBD oil and other products have made headway with people who suffer from pain or stress.
People who have experienced severe back pain in 2019 are more than twice as likely to have tried or plan on trying CBD products than Americans who did not experience back pain.
A similar trendline is seen when Americans were asked about how they handle stress. In 2019, people who said they don’t handle stress well are 35% more likely to use or intend to use CBD products compared to people who said they do alright managing stress.
Visits to the doctor also showed a trend in CBD interest and usage. The more times someone had seen a healthcare professional in the last year, the more likely they were to have used, or intended to use CBD products. The data show a slight inverse when looking at CBD users only. Among users, the people who were satisfied with their CBD products had been to a healthcare provider the least. Those who were not satisfied with their CBD products had been to a healthcare provider the most.
The apparent dichotomies among usage, intent, and satisfaction could mean those who are suffering from illness or chronic conditions are not always finding CBD products extremely helpful in relieving pain or minimizing symptoms.
Other Notable Correlations
According to CivicScience data in Q4 2019, there is a lot more to know about Americans who are interested in CBD products.
- They make purchases based on social media. People who said they had purchased something based on the recommendation of an influencer or blogger were 44% more likely to have used or intended to use CBD products.
- Belief systems might indicate interest. Americans who consider themselves a Liberal or an Independent are over 30% more likely than Conservatives to have used or intend to use CBD products.
- Retail preferences might also indicate interest. Americans with a favorable view of Target are 28% more likely to have tried or intend to try CBD products than Americans with an unfavorable view of the chain. Conversely, people with a favorable view of Walmart are 25% less likely to have tried or intend to try CBD than people with an unfavorable view of the store.
While CBD users and intenders come from all backgrounds, it’s clear there is a divide among people with different convictions and ways of viewing the world. All in all, the trendline for CBD products is heading up with no real indicator of decline in sight. And marketers (and health care providers) should take note of the tremendous opportunity for growth and cross-promotion.