Phase 1 Consumer Whole Cannabis/Whole Health Qualitative Study Report
New 2020 USA/Canada Whole Cannabis/Whole Health Phase 1 Consumer Qualitative Study Report
96 pages/slides of current consumer insightful analysis, commentary, learnings, implications, and Paths to Purchase across 7 CPG categories!
Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $7,500 Order Report
Where are the biggest opportunities for CBD, Hemp, and THC products?
The Institute Knows...
The Institute recently 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, hemp, and marijuana - and its impact on whole health across general population adults in the USA and Canada.
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.
Phase 1 - Table Of Contents
Key Findings & Implications
- Rx and OTC Medications - CBD
- Rx & OTC Medications - Marijuana
- Supplements
- Personal Care
- Pet Products
- Textiles & Paper
Top 10 findings about cannabis
- CBD is simultaneously mainstream and the "Wild West"
- Consumers' knowledge of CBD varies widely
- CBD path to purchase — Medical use
- CBD path to purchase — Non-medical use
- Marijuana has also moved into the mainstream, sort of...
- Consumers have varying degrees of knowledge about marijuana
- Medical marijuana path to purchase
- Recreational marijuana path to purchase
- Unlike CBD & marijuana hemp is not controversial, but also not top-of-mind.
- Few consumers are knowledgeable about all hemp's uses and benefits.
- Hemp path to purchase
- Food & Beverage Group 1
- Food & Beverage Group 2
- Pharma & OTC Group 1
- Pharma & OTC Group 2
- Supplements Group 1
- Supplements Group 2
- Personal Care Group
- Personal Care Group
- Textile/Paper/Pet Items Group
Focus Group Details
- All respondents in this study were screened for the following qualifications:
- Age 18-75 (specific targets of age groups per group)
- Must be a user/purchaser of the product category in general: Food & Beverage, Rx/OTC, Supplements, Personal Care, Pet/Paper/Textiles
- At least 1 CBD product user per group
- At least 1 recreational marijuana product user per group (in a state where it is legalized)
- At least 1 medical marijuana product user per group (in a state where it is sanctioned)
- Remaining in each group should be at least willing to use either CBD/THC/Hemp if they are not a user of any product
9 groups total; see below for details:
| Date | Food & Bev | Personal Care | Rx/OTC | Supplements | Pet/Paper/ Textiles |
|---|---|---|---|---|---|
| 10/14/19 | 2 groups | ||||
| 10/17/19 | 2 groups | ||||
| 10/21/19 | 2 groups | ||||
| 10/22/19 | 2 groups | ||||
| 10/24/19 | 1 groups |
| Date | Food & Bev | Personal Care | Rx/OTC | Supplements | Pet/Paper/ Textiles |
|---|---|---|---|---|---|
| 10/14/19 | 2 groups | ||||
| 10/17/19 | 2 groups | ||||
| 10/21/19 | 2 groups | ||||
| 10/22/19 | 2 groups | ||||
| 10/24/19 | 1 groups |
Report Scope:
- Summarizes the consumer mindset for CBD responsible products and services
- Measures the importance of CBD and societal issues as well as corporate social responsibility.
- Explores conscious behavior.
- Determines consumer usage of CBD products, services and quantifies purchase criteria
- Annual tracking study in U.S./Canada
Report Methodology:
- Conducted with Focus group sessions and online late 4th Qtr. 2019
- Report released March 2020