Consumer preferences and influencing factors in the UK CBD edibles market
November 23rd, 2023, Janice Fernandes

Consumer preferences and influencing factors in the UK CBD edibles market

The Food Standards Agency (FSA) recently lowered the recommended daily limit of Cannabidiol (CBD) intake from 70mg to 10mg due to concerns over potential health risks associated with higher doses. While these guidelines reflect an effort to ensure consumer safety, YouGov data indicates that not everyone is on the same page. A significant portion of UK consumers who have consumed CBD edibles, approximately 40%, believe that there should be no maximum limit on the amount of CBD allowed in such products.

Roughly one in 14 UK adults (7%) have used CBD edibles. Among the various forms of CBD edibles available in the UK, gummies reign supreme, with nearly three-quarters of respondents (72%) having consumed them. Following at a considerable distance are CBD-infused snacks like brownies and chips (20%). Soft drinks and chocolates lag, with only 16% and 12% of respondents opting for these options, respectively.

From where do Britons primarily purchase CBD edibles?

Online retailers emerge as the top choice with around two-fifths (43%) of UK adults favouring this option. Specialty CBD stores claim the second spot, with 18% of UK adults choosing this avenue for their edible purchases. 

Around one in ten of respondents (10%) primarily purchase their CBD edibles from grocery stores and another 10% opt for varied sources when acquiring CBD edibles.

So, what factors influence consumers when purchasing CBD edibles? 

Product quality takes the lead, with 40% of respondents considering it pivotal in their decision-making process. Price is given roughly the same level of consideration (39%).

Nearly a third of consumers listen to recommendations from friends and family, highlighting the importance of word-of-mouth exposure. Additionally, nearly three-tenths of respondents are swayed by online reviews (29%) and 24% turn towards brands of good reputation.

In contrast, factors such as information on product labels (22%) have a more limited impact on consumer choices. Product packaging (6%) is the least influential factor when consumers purchase CBD edibles.

In an evolving landscape of CBD consumption, this YouGov data highlights the complex interplay of consumer preferences, regulations, and influential factors, paving the way for a better understanding of this dynamic market.

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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 2-3 November 2023, with a nationally representative sample of 2,061 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

Image: Getty Images