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The CBD Consumer - Use These Demographics to Help Shape Your Packaging Strategy

Cannabis oil.

CBD usage is on the rise. Products come in many forms and help treat numerous conditions.

Research shows consumer CBD sales will reach $20 billion by 2024. This is more than the expected combined revenue from mints, candy, and gum.

If your brand is selling CBD products, you need to know who is using them and why. This will help you make marketing and packaging decisions. Here is a breakdown of the demographics.

What Is CBD?

CBD is short for Cannabidiol and refers to a non-psychoactive compound found in the cannabis Sativa plant. It reportedly provides relief from numerous conditions such as seizures, anxiety, pain, insomnia, and inflammation, just to name a few.

Who Is Buying CBD Products?

A 2019 report from full-service sales and marketing agency Acosta found the key demographics for CBD use are Millennials. More specifically, these include males and those who have four-year degrees.

These consumers are looking for ways to treat health conditions and ailments that do not have a one-size-fits-all remedy. Those in all age groups who were surveyed said they seek to avoid chemicals whenever possible.

According to the survey, 28% of consumers use CBD products every day or on an as-needed basis. Of those consumers, 56% are Millennials, 32% are Gen X, and 15% are Boomers.

Reasons for CBD usage include mental health, pain, and general wellness. The specific ailments vary by generation. For example, 31% of Millennials use it to treat anxiety, while 31% of Gen X uses it to treat joint pain.

How Do Consumers Feel About CBD Products?

Consumers have varying perspectives on CBD products. The same survey found 55% called it a new miracle treatment, 35% were not sure what to think, and 11% thought it was mostly hype. Nonusers reported their reasons for not using CBD as price (26%), not enough studies (18%), and a lack of belief in the health claims (14%).

CBD products come in many forms. These include:

  • Oils
  • Gummies
  • Capsules
  • Salve

Brown glass jars with cannabis oil.

One in ten pet owners said they purchased CBD products for pets. Just over half (52%) made their purchasing decision after a vet recommendation. Top uses for pets were similar to those of humans, with 29% giving it to pets for pain, 32% for anxiety, and 29% for general wellness.

Pet CBD products used include:

  • Chews/treats
  • Oil
  • Capsules
  • Topical ointment

How Do You Package CBD Products?

How you package your CBD products will depend on the types of products you sell. One survey found almost half of CBD users purchase lotions, gummies, and oils over other products.

This ties closely to the demographics listed above because it helps you understand who is most likely to buy which products. Here are a few packaging ideas.

Glass Bottles

Use glass bottles for packaging CBD oil. These are typically small containers that are either tinted or opaque and include droppers for dispensing the oil.

Plastic Bags and Bottles

Plastic bags/pouches may be used to package other products such as gummies or edibles. Bottles also work well for gummies and capsules.

When packaging CBD products, make sure they are clearly labeled and well protected to preserve their properties. Each type of product may benefit from a unique packaging design based on how it should be stored and preserved. Consider these factors along with CBD demographics when making these decisions.

PKG Brand Design is always on the forefront of new CPG branding and packaging initiatives, please subscribe to our blog for the latest package design industry news!


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