Food Dive on High Yield Insights
A study conducted by High Yield Insights, a market research firm focused on the cannabis market, found that 40% of U.S. consumers age 21 and older would try CBD.
The study surveyed 2,000 adults in total, and 1,500 reported using CBD products in the previous three months. For the surveyed consumers who expressed interest in CBD, 64% are 35 or older, 56% are female and 79% have college experience.
Of those surveyed, ease of access and unbiased research on the substance were the primary motivators that enticed consumers to try CBD.
The High Yield Insights study points specifically to those who are very interested in the multiple benefits of CBD: highly educated women in their mid-30s. Capturing this demographic is incredibly powerful because they often make purchase decisions for all members of their households, which could take CBD from fad to mainstay.