The US CBD market. Who is buying what?
November 28th, 2023, Janice Fernandes

The US CBD market. Who is buying what?

The increasing popularity of Cannabidiol (CBD) can be attributed to its numerous claims of health benefits. So, what kinds of CBD products are US consumers using and what makes them consider purchasing those products? We explore the landscape with data from a recent YouGov survey.

Roughly a quarter of respondents say they have consumed CBD gummies or edibles (26%). Following closely are CBD oil or tinctures and CBD topical creams or lotions, both at 19%. A smaller percentage of respondents opt for CBD vape products (12%) and CBD capsules (8%). Roughly half of respondents (52%) have never used any CBD products.

The motivations behind the use of CBD products are diverse with over a third of respondents (37%) citing pain management. Anxiety and stress relief closely follow, with 29% of users identifying these factors as their primary reason for consuming CBD products.

Fewer than a fifth of respondents (17%) indicate that they use CBD products for enhanced sleep quality, while 14% of users cite general wellness as a factor.

What factors influence consumers to purchase a particular CBD product?

Product quality and price are the most popular influencers for all respondents who have used CBD (43% each) and they consistently remain key considerations across all product types. More than two-fifths of consumers purchasing CBD gummies or edibles prioritize product quality and price (46% each), with this factor followed by recommendations from friends and family (39%). CBD oil or tincture users have similar priorities.

While price is the most influential factor for consumers using CBD capsules (55%), around a third of consumers also give importance to information on the product labels, brand reputation and online reviews (34% each).

Roughly two fifths (42%) of consumers say recommendations from friends and family sway their decisions around which CBD tropical creams or lotions to purchase. And while around a third of consumers purchasing CBD vape products also turn to recommendations (33%), a similar share is also swayed by brand reputation (34%).

Product packaging is the least influential factor among consumers purchasing any type of CBD products.

Explore our living data – for free

Discover more health and pharma content  here

Want to run your own research? Run a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on October 30-31, 2023, with a nationally representative sample of 1,168 adults in the United States (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