CBD Industry Analysis

Part
01
of four
Part
01

CBD Brand Case Studies

My Natural CBD, CBD Choice, and Core CBD are three case studies of CBD brands that have used digital marketing to launch their product in the U.S.

My Natural CBD

  • Due to Google restrictions, CBD is an "extremely challenging landscape to rank competitively."
  • The company contracted Quantm Media to help them with a full-service SEO planning that would have diligent keyword research.
  • Quantm Media deployed a full backlink integration to this effect with precision analytics.
  • They optimized "Google My Business, corrected onsite SEO issues, implemented schema, and begun building high quality and relevant backlinks and also ensured the sites NAP (name, address, and phone number) was listed correctly across the web."
  • They also launched targeted social advertising campaigns across Facebook, Instagram, and email.
  • The result of the campaign is a 19.00% click-through rate, 16% less cost per action, and 303% return on investment.

CBD Choice

  • CBD Choice leveraged SEO and web design strategies to launch their products.
  • The company approached Coalition Technologies to run their SEO efforts towards being known as experts on CBD products. They also wanted a "calming, pastel site with a mega menu to make it as easy as possible for customers to find what they are looking for."
  • Coalition Technologies proceeded to build a WordPress site for CBD Choice according to their specifications.
  • The work on SEO was done by optimizing the company's blogs, product descriptions, main category page copy, added new brands, added internal links to important pages, and organized the HTML sitemap.
  • The effort resulted in a 61.51% rise in organic sessions, a 126.80% rise in organic new users, overall session rose by 33.01%, and overall new users rose by 54.97%.

Core CBD

  • Core CBD leveraged SEO and web design strategies to launch their products.
  • They contracted Coalition Technologies to develop a "site that offered a clean, simple design that was attractive and eye-catching." They also needed to establish the brand as a strong player in the CBD industry by increasing traffic and revenue.
  • Coalition Technologies developed a clean and customer-friendly WordPress site for the company.
  • For SEO, they "wrote optimized copy, including informative blogs, developed and implemented XML and HTML sitemaps, added trust seals, and added a phone number to the header so that customers can contact them."
  • The result was a 240% rise in organic sessions, a 261% rise in organic new users, a 150% increase in traffic, and a 163% rise in overall new users. Organic revenue also rose by 376% and overall revenue increased by 320%.
Part
02
of four
Part
02

Top CBD Brands

Irwin Naturals, Charlotte’s Web Holdings (CW Hemp), CV Sciences, Green Roads World, and Medterra are the most popular CBD brands in the US based on sales.

CW HEMP

  • Headquartered in Boulder, Colorado, Charlotte’s Web Holdings (CW Hemp) produces and distributes hemp-based cannabidiol (CBD) wellness products made from whole plant hemp extracts that contain a full spectrum of phytocannabinoids and other hemp compounds.
  • Its product categories include CBD capsules, CBD oil tinctures, CBD pet products, CBD gummies, CBD isolate, and CBD topicals.
  • In 2019, Charlotte’s Web Holdings reported that its 2018 revenue was $69.05 million. It announced that the interest and demand for its products has been growing exceptionally.
  • The company's website can be found here.

CV SCIENCES

  • CV Sciences manufactures, markets, and sells plant-based CBD products. The company also develops CBD-based novel therapeutics. It was founded in 2013 and is now headquartered in San Diego, California.
  • The company's plant-based cannabidiol (CBD) brand is called PlusCBD Oil. It is a "top-selling brand of hemp-derived CBD oils for consumers in the natural products industry with a track record of excellence."
  • The PlusCBD Oil brand has several CBD products, including CBD gummies, hemp balm, roll ons, capsules, softgels, body lotion, spray, and skin serum.
  • In 2018, its revenue was $48.2 million.
  • CV Sciences' website can be accessed here.

IRWIN NATURALS

  • Founded in 1994, Irwin Naturals develops and sells several lines of products that support health and well-being. The company is headquartered in Los Angeles, California.
  • It offers an extensive line of over 100 liquid soft gels and beneficial oils. The company's CBD products are "made from the highest quality full-spectrum hemp extract, which is sourced in the USA."
  • Irwin Naturals offers CBD soft-gels, CBD oils, CBD balms, and wellness products.
  • The company has an estimated revenue of $48.68 million. Its website has been linked here.

GREEN ROADS WORLD

  • Green Roads World claims it offers the "highest quality, pharmacist-formulated CBD products on the market." The company is headquartered in Deerfield Beach, Florida.
  • Green Worlds World offers a wide range of CBD oils, CBD capsules, CBD gummies, and CBD topicals.
  • According to Inc, it is the largest private company focused on hemp-derived CBD. The company has about 100 employees. Its CEO mentioned that Green Roads World had a 2018 revenue of around $45 million.
  • Its website has been linked here.

MEDTERRA

  • Headquartered in Irvine, California, Medterra produces and sells innovative CBD products that it claims are "trustworthy, safe and effective."
  • Its products include CBD tinctures, CBD capsules, CBD topicals, and wellness products like CBD melatonin.
  • Medterra is a privately-held company. It has an estimated revenue of $20 million and reportedly has 79 employees.
  • Its website can be found here.
Part
03
of four
Part
03

US States Awareness of CBD

The five US states that are most aware of CBD include California, Florida, Washington, Colorado and Arizona. Supporting data to explain why these are the top states for awareness is provided below.

California

Florida

Washington

Colorado

Arizona

Research Strategy

We started our research by looking for information on the states with the most Google searches for CBD. We were able to find this information from Remedy Review, which had a list of the top ten states with the most interest in CBD according to Google searches, among other metrics. We also found more insights on Google searches for CBD from Frontier Jackson, which shows how people search for different CBD-related topics in different states.

Next, we searched for the volume of sales by state, and were able to find this information from Statista. In order to compile a list of the 5 US states that are most aware of CBD, we chose the states that had high sales volumes and also featured in the lists of states with the most Google searches for CBD.

Part
04
of four
Part
04

Top States for CBD Use

The top five states in the US with the highest levels of CBD use are California, Florida, New York, Washington and Colorado.

2019 Statista Data

  • The most recently available data related to CBD sales in the US by state was published by Statista for 2019.
  • According to this research, the five states with the highest usage of CBD are California, Florida, New York, Washington and Colorado, with annual sales in each state of $730 million, $291 million, $215 million, $160 million and $151 million, respectively.
  • While California CBD usage far surpasses any US state (by at least twice as much), Arizona and Michigan have relatively similar annual CBD sales compared to the other top states, with these areas seeing yearly CBD sales of $134 million and $123 million, respectively.

2018 Statista Data

Sources
Sources