Description
Look closely at America’s non-alcoholic CBD drinks consumers from a fresh perspective. Take a deep dive into their usage, behavior, and attitudes. Explore market opportunities among existing consumers and leverage insights to align with the consumers of tomorrow. The third installment of the 2021 CBD Consumer Insights library delves into one of the most compelling sectors of the consumer CBD market: non-alcoholic beverages.
Although the dynamic growth trajectory of CBD products took a hit in 2020 as a result of the pandemic, non-alcoholic (N-A) CBD drinks are re-gathering momentum. Renewed interest in N-A CBD drinks has emerged on the back of increased availability via mainstream retail channels and strengthened brand concepts which are increasingly breaking the confines of state borders. Between 2019 and 2020 penetration in the broader CBD drinks category grew substantially according to HYI data and global CPG/FMCG brands are eagerly awaiting the opportunity to enter the category. ‘Big alcohol’ is also watching closely to gauge just how big a threat or opportunity CBD drinks might be to the faltering alcoholic drinks market which is struggling in many categories apart from seltzers and canned, pre-mixed cocktails. All of this suggests that CBD drinks, and in particular, N-A CBD drinks could become the .most dynamic and important sector of the CBD market.
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This report delves deep into the CBD consumer and their usage and attitudes towards N-A CBD drinks.
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It will help you to not only identify who they are and where they live, but provide compelling data about their motivations, preferences, and purchase intentions.
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This report will provide a map to the differences in reasons for use among both early adopters and newcomers, and provide insights into the potential CBD consumer who has not yet dipped their toe in the market but has expressed an interest in doing so.
Some of the findings are surprising and illustrate the growing distance between emerging trends and anecdotal or dated perspectives on the CBD user of today and tomorrow. As the market becomes more sophisticated and segmented, the research helps to drill down into the specifics to maximize relevance and reach using micro-level insights on the N-A CBD drink market’s current state and future direction.
The 2021 NA Drinks report includes the following:
Introduction and Methodology:
A detailed outline of the data-gathering process and methodology. Top-level market overview showing NA CBD drinks in context of the wider CBD market.
Market Drivers and Detractors:
Understand how consumer trends and events of 2020 and the ongoing stop-and-go uncertainty in 2021 have created obstacles as well as opportunities in the NA CBD drinks market. Analysis of competitor sectors and the role of standardization and regulation.
Current CBD NA Drinks Consumers:
Demographic and attitudinal analysis of the current consumer, their post-pandemic lifestyles, and shopping habits. Detail on the frequency of use, health, usage drivers, and product substitution as well as attitudes to products and brands.
Path to Purchase:
Analysis of the pre-purchase sources of influence, channels to market, and in-store decision making including packaging attributes. Data showing the impact of COVID-19 on purchasing habits.
Growth Opportunities:
Identify growth strategy. Understand the consumer profile and categories that are most likely to grow through increased volume of consumption, which ones are most likely to become new users, and how to win back former users or prevent category exit.
Between September 25 and October 14 2020, High Yield Insights conducted a national study of 35,000+ US adults including 4,177 current US CBD consumers. The key findings of that research are presented in this report.
The scale of the study enabled High Yield to collect granular data on each major category of CBD products including detailed questions on each format. For this report, respondents include:
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“Current” users of NA CBD drinks CBD: 815
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“Potential” users defined as respondents who know of and expressed interest in trying NA CBD drinks among current CBD users: 215
Definitions
For the purposes of this report, HYI defines a non-alcoholic CBD drink as either a carbonated/sparkling water/still water/energy/fruit drink/kombucha/functional CBD drink, as a ready to serve packaged drink that has been infused with CBD during the production process. It also includes CBD shots and mixer formats which are designed to be added by the consumer to regular soft drinks to turn them into CBD drinks.
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This report excludes products that are designed to mimic beers or other alcoholic beverages and which are intended to be sold as a cannabis/CBD beer.
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This report excludes tea and coffee products, including those which are sold as cold RTD products (see our forthcoming Hot CBD beverages report).
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This report includes beverages that contain CBD-only infusions, in addition to those which contain both CBD and THC at varying levels and ratios.
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This report includes products that make claims on energy and sports provision and those which claim to have functional health & wellness benefits through the use of other active ingredients.
For questions, to schedule a discovery call, or to inquire about bulk pricing, email: [email protected] or use the Contact Us form on this page.
