Hemp Quantitative Consumer Study Report

New 2020 North American Hemp Market: Opportunities & Challenges
Hemp Quantitative Consumer Study Report

hemp consumer study

Hemp Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

40+ pages/slides of current analysis, commentary, and learnings with consumer knowledge, behaviors, implications, purchase insights across Hemp CPG categories!

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $2,500  Order Report

The Institute's Groundbreaking Multi-Phase Research on the Impact of the Whole Cannabis Plant on Consumers

The Institute conducted a comprehensive research project surrounding cannabis. It is the first and only study to examine the impact of the whole cannabis plant — including CBD, marijuana, and hemp — and its impact on whole health across general population adults in the US and Canada.

This report represents the Phase 3 Marijuana portion of the project

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Phase 1: Qualitative Study: 9 online US focus groups with consumers in October 2019 (60+ consumers). Separate Qualitative report available.

Phase 2: Industry & Market Analysis: 5-year review of cannabis-related in-market activity in November 2019. Separate report available

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Phase 3: Quantitative Study: among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

Phase 3 - Table of Contents

Introduction
Methodology
Definitions of Groups
The Institute's Health & Wellness
Consumer Segments

Executive

Executive Overview of Hemp

  • Familiarity and usage of hemp is currently law and driven by WELL BEINGS, FENCE SITTERS and Millennial's
  • There exists some confusion about what hemp is and what the benefits are.
  • Education and marketing efforts are vital to broaden the reach of this category.
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Hemp
  • Current Usage of Hemp
  • US: Hemp Usage Demographic Profile
  • Canada: Hemp Usage Demographic Profile
  • US - Hemp Usage Frequency by Health & Wellness Segment
  • Canada - Hemp Usage Frequency by Health & Wellness Segment
  • Familiarity with Hemp Product Forms
  • Hemp Product Usage
  • Hemp Discovery: Paths to Awareness
  • Average Monthly Spending on Hemp Product Types
  • Drivers to Hemp Use
  • Awareness of Hemp Benefits and Uses
  • Consumer Views on Hemp
  • Perceptions of Hemp as an Alternative Resource
  • Confusion about legality and Side Effects of Hemp
  • Projected Market Sizing for Hemp Products
Appendix
  • The Institute Health and Wellness Consumer Segment
  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS
  • Snapshot: FENCE SITTERS
  • Snapshot: FOOD ACTIVES
  • Snapshot: EAT, DRINK & BE MERRYS
  • Snapshot: MAGIC BULLETS
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  • Projected Market Sizing for Hemp Nutritional Supplements
  • Projected Market Sizing for Hemp Gummies
  • Projected Market Sizing for Hemp Foods and Beverages
  • Projected Market Sizing for Hemp Personal Care
  • Projected Market Sizing for Hemp Pet Care
  • Projected Market Sizing for Hemp Household Paper Products
  • Projected Market Sizing for Hemp Clothing
  • Projected Market Sizing for Hemp Textiles
  • Projected Market Sizing for Hemp Fabrics
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Methodology - Phase 3 Quantitative Consumer Study

Scope:

  • The Institute conducted a comprehensive research project surrounding the whole cannabis plant — including CBD, hemp, and marijuana — and its impact on whole health across general population adults in North America with a focus on pathway to purchase, product opportunities, market sizing, and strategic marketing applications.
  • The focus of this consumer study examined the attitudes, behaviors, motivations, and purchase interest related to the dynamic, multi-faceted dimensions of whole health, including the impact on human health and that of the planet.

Survey Methodology:

  • 4,000 US adults and 1,000 Canadian adults, nationally projectable to the adult population in each country; accurate at the 95% confidence level to +/- 1.2%
  • Conducted online February/March 2020
  • Representative in each country to the general population of adults 18+; balanced across key demographics and nationally projectable
  • Report released May 2020
Whole Cannabis

Definition of Groups within the Report

GP — General Population Adults (by country)

iGen — born 1998-2001 (Ages 18-21)

Millennials — born 1977-1997 (Ages 22-42)

Young Millennials — born 1991-1997 to (Ages 22-28)

Older Millennials — born 1977-1990 (Ages 29-42)

Gen X — born 1965-1976 (Ages 43-55)

Boomers — born 1946-1964 (Ages 56-72

Matures — born 1900-1945 (Ages 73+)

CBD past 6 month users - used a CBD product* in past 6 months

CBD lapsed user — used a CBD product* but not in the past 6 months

CBD non-users — have never used a CBD product*

CBD Intenders — definitely/probably would use a 880 product* at some point in the future if available where they shop; includes consumers who have ever used CH but not in the past 6 months

All references to dollar sizes are in their local currency (US Dollars, Canadian Dollars)
*oil, tinctures, gummies, capsules, foods, topicals, other forms

The Institute's Health & Wellness consumer segmentation identifies five distinct segments within the U.S. general population

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