CBD Market Analysis | Fresh 2024 Update

The CBD market is constantly expanding, with 2024 promising new insights and updates that could reshape the industry. From shifting regulations to emerging trends, the dynamics influencing this sector are multifaceted and important.

In this ever-changing environment, staying informed and adaptable is not just an advantage but a necessity for those looking to succeed in this very competitive market.

What Is CBD?

Cannabidiol, or CBD, is a compound that comes from hemp plants. Hemp is a type of cannabis plant, but unlike its cousin marijuana, hemp contains very low levels of THC, the compound that gets people high. So, when we talk about CBD, we're talking about a substance that can offer some of the benefits associated with cannabis but without the high.

Why Is CBD Oil So Popular?

CBD oil's rising popularity has a lot to do with its benefits for the mind and its potential in treating health issues. Here's why more and more people are turning to it:

  • Mental Health Benefits: A big reason for CBD oil's fame is its effect on mental health. Studies have found that with 51% of adults, it can help lessen feelings of anxiety and depression. Why? - CBD works with our brain's receptors which manage our mood and stress levels.
  • Neurological Benefits: Beyond just helping with mood, CBD oil has properties that could protect the brain. It acts as an antioxidant by preventing damage to cells (helpful for diseases such as Parkinson's and Alzheimer's)
  • FDA Approval and Research: For something pretty specific, the FDA (Food and Drug Administration) has approved CBD for certain types of epilepsy. This shows they also believe CBD has real, recognized medical benefits. Plus, researchers are looking into how it might help with other serious issues like PTSD (post-traumatic stress disorder) and even opioid addiction.
  • Side Effects vs. Benefits: Sure, CBD isn't without its side effects, like making some people feel sleepy, so for some, it is not best to use them in the morning. But for many, the potential health benefits outweigh these downsides.

From Hemp to CBD: The Production Process

Making CBD starts with growing hemp plants and ends with extracting the CBD to make products. Each step is super important for making sure the final CBD product you get is top-notch. 

Farming Hemp

Before anything, farmers test the soil and pick the best hemp strains to grow. The right environment and genetics mean healthier plants and higher-quality CBD products.

Using smart farming methods, like regenerative practices and experimenting with different help varieties, helps us grow our hemp strong and healthy. 

Getting the CBD Out of Hemp

There are a few ways to pull CBD out of the hemp plant. We are one of the very few facilities in Europe that uses CO2, while others might use a method like ethanol or n-pentane, which can be harmful if not used properly. The method chosen is crucial because it affects how pure and effective the CBD will be.

After extraction, our products are checked by an independent lab, which is key. This allows us to double-check that our CBD products meet strict standards and are safe to use.

Who Uses CBD Products?

When we look at who's reaching for CBD products, we find some interesting patterns based on age, how often they use it, and how many people are expected to start using it.

Demographics of CBD Consumers

While CBD usage spans across various age groups, younger adults (18-34) and middle-aged individuals (35-54) are often more inclined to use CBD products. Younger adults might use CBD for reasons such as stress relief, anxiety management, or as part of their wellness routines. Middle-aged individuals might use CBD for pain management, inflammation reduction, or to improve sleep quality.

Gender

CBD usage is fairly evenly distributed between genders, with both men and women incorporating CBD products into their lifestyles. However, some products may appeal more to specific genders based on marketing and formulation (e.g., skincare products targeting women or sports recovery products targeting men).

Health Conditions

People with certain health conditions or symptoms may be more inclined to use CBD products. These conditions include chronic pain, anxiety disorders, insomnia, arthritis, migraines, and epilepsy. Some individuals may also use CBD as a preventive measure to support overall wellness.
Right now, about 1 in 4 people are expected to use CBD this year, but that's predicted to increase to 1 in 3 by 2024.

Exploring Consumer Buying Behavior and Preferences

For companies working in this field, understanding who is buying and how they're using CBD can really help tailor their products and marketing. Here's how:

  • Understanding Consumers: Knowing the age groups and usage habits helps companies create products that appeal directly to their main customers.
  • Staying Ahead: By looking at how many people are starting to use CBD, companies can plan their purchasing quantities more efficiently. 
  • Marketing Wisely: Nutraceutical and food supplement companies use current customer base to sell their CBD products and acquire new customers via social media and market research to figure out what people want. This helps them make products that meet consumer needs and stay relevant in a fast-growing market.

How Do Regulations Affect the CBD Market?

Regulations play a critical role in CBD market, impacting accessibility and market dynamics. Legalization movements have a direct influence on the availability of CBD products, affecting consumer reach and market expansion.

The Impact of Legalization Movements on CBD Accessibility

When we talk about the impact of legalization movements on CBD accessibility, we're looking at how changes in laws and regulations affect how easily people can get CBD products. CBD, or cannabidiol, is a substance found in cannabis plants, and its legal status varies around the world. 

Here’s how legalization movements play a role:

  • Market Expansion: When a country or state legalizes CBD, it essentially opens the doors for new businesses to enter the market. This means more CBD products become available, and people have easier access to them. 
  • Regulatory Compliance: On the flip side, even when CBD is legal, there can be strict rules about how it's sold, marketed, and distributed. These rules can affect the cost of CBD products and how easily companies can sell them. 
  • Innovation and Competition: Legalization also sparks competition among companies, which can lead to better, more innovative products.

Key Trends Shaping the Future of CBD

The CBD market is changing fast and growing a lot because of two main things: changes in laws and more people accepting it. This is creating lots of opportunities to make money in the industry.

Here are the other 3 major trends shaping the industry:

  1. Integration of Cannabinoids with Functional Ingredients: CBD is increasingly being combined with other botanical extracts, vitamins, minerals, and supplements to create products with enhanced benefits. For example, CBD-infused products may include ingredients like melatonin for sleep support, eucalyptus for anti-inflammatory properties, or adaptogens for stress relief. This trend reflects a growing consumer demand for holistic wellness solutions that target specific health concerns.
  2. Emergence of Full-Spectrum CBD Products: While CBD isolate products dominated the market initially, there's a shift towards full-spectrum CBD and broad-spectrum CBD formulations. Full-spectrum CBD contains other beneficial cannabinoids and terpenes found in the hemp plant, including THC within legal limits, offering what's known as the "entourage effect" yet without the psychoactive effects of THC. Broad-spectrum CBD refers to hemp extracts from which THC has been completely removed. This type of product is particularly popular among professional athletes who may fail drug tests if using full-spectrum CBD products but is not as popular among the mass market as it is missing the health benefits of the entourage effect.
  3. Focus on Transparency, Quality, and Sustainability: As the CBD market matures, consumers are becoming more discerning about product quality, safety, and sustainability practices. Companies are increasingly investing in third-party testing, transparent labelling, and sustainable sourcing methods to build trust with consumers. This includes providing detailed information about sourcing, extraction methods, and product testing results to ensure purity and potency. Additionally, there's a growing emphasis on eco-friendly packaging and sustainable cultivation practices to minimize environmental impact. This trend reflects the evolving expectations of conscious consumers who prioritize both personal wellness and environmental stewardship.

Size and Growth of the CBD Market

The CBD market is experiencing significant growth, with a projected value of USD 7.71 billion by 2023 and an expected CAGR of 15.8% from 2024 to 2030. Factors such as the increasing legalization of hemp-based products and the development of a wide range of CBD offerings, including edibles and topicals, are driving this expansion.

Additionally, the rise of e-commerce platforms is enhancing market accessibility and contributing to increased sales in the industry.

The Role of Manufacturers in Ensuring Quality

We, as manufacturers need to play a very important role in maintaining the quality of CBD products. This begins with close oversight of the production process and careful attention to the origin of our ingredients. They ensure that each product contains the right amount of CBD, is pure, and accurately reports its THC content.  Quality isn't just about the end product; it's about being open with customers regarding what's inside and having those claims verified by third-party labs. The methods and materials used in producing CBD, such as the extraction process, are really important when we maintain our product purity.

By prioritizing quality, we uphold the integrity and trustworthiness of our CBD products and align with present regulatory standards.

The Distribution Channels of CBD

When it comes to selling CBD products, figuring out the best way to get those products to people who want to buy them is super important. This process involves a lot of planning on how to spread the product far and wide, reaching as many customers as possible. Here’s a simple breakdown of what companies need to think about:

  • Diverse Ways to Sell: CBD products can be sold through various methods. Some companies sell directly to customers (B2C), and businesses as wholesale (B2B), while others offer them as white label or private label CBD products. Each method has its pros and cons, and companies need to think carefully about which one works best for them.
  • Choosing the Best Plan: There are several strategies for how to distribute products, like distributing them through your existing network, selling them online, in pharmacies or in specific stores. Ask yourself - who are you trying to sell and how you want your products to be viewed.
  • What Influences Sales: Lots of things can affect how well a CBD product sells, such as how good the product is, how much people trust the brand, the marketing behind it, how customers are treated, and what’s currently trending in the industry.

The Financial Side of the CBD Market

The financial side of the CBD market presents both promising investment opportunities and significant risks.

With the sector expected to reach $23 billion in sales by 2023 at a remarkable CAGR of 107%, the potential for growth is evident.

However, managing the complex legal environment, payment processing challenges, and the scarcity of CBD-friendly banking services require a strategic approach to financial management within the industry.

Investing in the CBD Industry: Opportunities and Risks

Investing in the CBD industry presents a unique blend of promising financial opportunities and intricate risks that demand thorough evaluation and strategic planning. The global cannabidiol market was valued at $4.6 billion in 2018, with a projected CAGR of 15.8% from 2024 to 2030.

When considering investment in this market, it’s important to weigh the following factors:

  1. Market Research: Understand the current market dynamics, trends, and growth projections.
  2. Players in the Market: Identify key industry participants, their market share, and competitive strategies.
  3. CBD Oils: Assess the demand for specific products like CBD Oils and their market potential.

Strategies for CBD Brands to Stand Out in a Crowded Market

In today’s crowded CBD market, it’s super important for brands to stand out by being different and creative, especially when it comes to marketing. Here’s a simple breakdown you can do it:

  • Grassroots and Experiential Marketing: Since there are some restrictions on digital platforms, going grassroots and creating real-world experiences can make a big difference. Think about having a presence at expos or health events. These places let brands meet customers face-to-face and help create genuine content including for social media. Plus, when attendees share their experiences online, it builds trust with potential customers and gives brands valuable feedback to keep improving.
  • Working with Influencers: Partnering with influencers, like athletes, celebrities, or social media personalities, is another smart move. Even those with smaller audiences can be very effective because their followers are often more engaged. This strategy can help you tap into new groups of customers.
  • Smart Social Media Use: Having a strategy for social media that’s about more than just selling can set your brand apart. Supporting a cause and showing it through social media will built a deeper connection with your customers. Collaborating with charities, posting content that speaks directly to the brand’s audience, running contests, and partnering with brands that complement each other are all ways to boost how visible and engaging your brand is on platforms like Instagram.