Mainstream America is Incorporating CBD into their Daily Lives
The CBD industry has moved on from smoke shops and dispensary shelves, to grocery stores, pharmacies, natural food stores, gyms, and some of the biggest chain stores in the nation, including CVS, Walgreens, and Sephora, and even some luxury department stores like Neiman Marcus, and Saks Fifth Avenue. After the Farm Bill passed in December 2018, it became legal to grow hemp in all 50 states and the amount of companies manufacturing CBD products derived from hemp are quickly multiplying. Five years ago, it was a market that didn’t exist. By 2025, research, as shown here in a study by Cowen & Co, that 25 million Americans are expected to become regular consumers of CBD products.
Multi-Industry Success Story
The CBD market has been tunneling its way into many established mainstream industries, with wellness acting as the most common denominator. As the demand for CBD continues to increase, the market has responded with an explosion of brands ready to remedy the consumers numerous ailments. Built on that platform of “wellness”, many brands are quick to explain how CBD’s analgesic and antioxidant properties promote cell regeneration, how it naturally increases the neurotransmitter known as anandamide, responsible for improving mood and general feelings of well-being, and how its anti-inflammatory properties work to reduce oil production and reduce the effects of skin conditions, like acne, in the process.
Within the last couple of years, a full range of CBD products have been crafted claiming to battle PTSD, MS, arthritis, PMS, endometriosis, Parkinson’s, stress, insomnia, anxiety, and epilepsy. There are some CBD products on the market that have been designed to enhance sex drive and performance. Amateur and professional athletes have also started to reap the benefits of CBD in the form of sprays, dietary supplements, capsules, and more, hoping to treat sore muscles and ease bouts of anxiety before a game.
The personal care industry is another market that’s showing a great deal of interest in CBD products. Barney’s has opened a concept shop in its Beverly Hills store called “The High End”, where it sells premium CBD products for personal care. From Saint Jane’s $125 full-spectrum CBD serums, sold at Sephora, to Kush Queen’s $7 bath bombs, brands are crafting products that cater to all kinds of consumers and that successfully target those new to cannabis via mainstream channels. Face masks, creams, lotions, shower gels, shampoos, lip balms, beard oils, and even sexual lubricants, are among some of the many products available for the modern CBD consumer to select.
Another interesting corner of the ever-growing CBD mainstream market is the pet industry. Scientific research, aimed to convince vets of the many benefits of prescribing CBD products to dogs and other domesticated animals, continues to grow. Most popular with cat and dog owners, the use of CBD treatments, mostly oils and edibles that help pets deal with separation anxiety, arthritis, epilepsy, and other conditions, are becoming more commonplace.
One of the main reasons why CBD lends itself so easily to such a broad spectrum of already established industries relates to its versatility. It’s a cannabinoid that has the exact kind of makeup required to transform into a range of manufacturable forms and it can be consumed in a variety of ways, which means it can appeal to a variety of consumers. For a quick delivery of CBD and a highly cerebral experience, consumers choose vapes. Longer-lasting effects can be achieved through the use of tinctures, capsules, sprays, drinks, and edibles.
A Booming Market
Since the passing of the 2018 Farm Bill, the demand for CBD products has notably increased. More and more growers across the country have been choosing to cultivate hemp, and researchers across the nation are rushing to relearn how to get the very best from this versatile plant.
A number of popular culture icons are also helping to raise the credibility of CBD in mainstream America. Kim Kardashian, for example, had a CBD-themed baby shower, while actress Jennifer Aniston and model Alessandra Ambrosio have admitted to using CBD to combat anxiety. Other celebrities who swear by the health benefits of CBD products include UFC fighter Nate Diaz, NFL receiver Randy Moss, actresses Dakota Johnson and Mandy Moore, and actor Michael J. Fox.
The Future of the Industry
Food and beverages seem to be the next frontier that the CBD industry has its eyes on. Despite the fact that regulatory authorities have yet to give the full green light on the manufacturing of CBD-infused food and drinks, some companies are already experimenting with the development of CBD edibles. Fast-food chain, Carl’s Jr., released a CBD-infused burger for one day, there are currently several CBD-infused waters and teas on the market, and both Ben and Jerry’s and the Oreo brand have teased the U.S. public with the possible launch of a CBD infused ice cream or Oreo cookie. CBD candy, chewing gum, beer, and even lattes are also some of the products currently available.
What does all of this add up to? The industry is growing fast. CBD has already separated itself from its cousin, THC, with dispensary sales of CBD-high products growing at a faster pace than all other product sales. BDS Analytics predicts that the CBD industry could reach $20 billion by 2024, with an annual growth rate of 49%. The Brightfield Group is even more optimistic, anticipating a $22 billion market by 2022. All of these numbers are a testament to the exponential growth of the CBD industry over the last few years, and mainstream America’s naturalization of the compound.