Consumers still know too little about CBD

The use of CBD in various forms has been present in both the European and American markets for many years, yet people still do not know enough about this cannabinoid. Earlier this year, two surveys were conducted, one among European and the other among American consumers, which surveyed the knowledge about CBD and consumer habits in 2019. Below, we summarize some of the findings. In Europe, as many as two thirds of users report the positive effects of CBD on their lives New Frontier Data has published The EU CBD Consumer Report: 2019. The study explores CBD perceptions, availability and consumption behaviors. The online survey was administered in 17 countries across the European continent on 3,100 people between 18 and 98 years-old. The sample has included 53% male, 46% female, and 1% other or not gender specified participants. The results show that the awareness of CBD among European consumers is relatively high. More than half of respondents (56%) had heard of CBD. Its usage is significantly lower, with 16% reporting having used CBD or CBD products. A majority (58%) of those who reported having used CBD said they first tried it in the preceding six months. The most frequently indicated reason for using CBD was pain management (40%), followed closely by relaxation (34%) and stress relief (31%). Three-quarters of respondents (74%) who have used CBD reported that it has had a positive impact on their quality of life. There remains a lack of clarity among consumers about the nature of CBD and the differences between it and high-THC cannabis. More than half of the respondents (53%) either believed that CBD consumption gets the user high (25%), or were unsure whether it does (28%). Nevertheless, CBD enjoys broadly positive public perception, with nearly half of survey respondents reporting that they had a positive impression of CBD (46%) and a minority (15%) expressing a negative impression. Oils and tinctures (53%) ranked as the preferred means for Europeans’ consumption of CBD; pills and capsules (23%) are also common. Cannabis flower (17%) and vape pens (16%) round out the top four most common modes of consuming CBD. CBD is reportedly most often consumed in the evening (46%), followed by the morning (31%). Most US consumers use CBD for energy boosting, pain relief and relaxation CBD Consumer report was created by CBD Insider, an independent publication specializing in news and analysis of the industry. Their online poll was conducted between December 2019 and January 2020 and included 1,055 respondents from all of the lower 48 states. Of those people surveyed who use CBD, nearly fourth fifths of consumers said they use it at least weekly if not several times a week; more than one in three reported using CBD daily. The vast majority also consumed CBD in edible, tincture, or capsule form. About 30% reported vaping and topical use; drinks were also popular. Consumers report using CBD for aches and pains, relaxation, and muscle soreness and recovery but the highest response (82%) in terms of reported efficacy was for energy. Most consumers buy CBD at brick and mortar stores, followed by branded websites and online retailers. Consumers are exposed to ads online but the vast majority (about 48%) get information first from friends and family. Social media is also important, as is mainstream media. The most common reason potential consumers cite for not using CBD is that they just do not know enough about it. CBD is beginning to replace some traditional medications, with about 20% of respondents said that they had swapped a more traditional medication with CBD. Sources: CBD Health and Wellness & Ilesol Pharmaceuticals