CBD Users - Demographic Profile

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CBD Users - Demographic Profile

The majority of hemp-derived Cannabidiol (CBD) users are female, making up 59 percent of users; on the other hand, males make up about 40 percent of the total consumption. Furthermore, 31 percent are between the ages of 35 and 49 with people aged 26-34 and 50-60 making up 22 percent of CBD users. Further details have been provided below.

GENERAL OVERVIEW

  • According to data from MRI’s National Cannabis Study, 36 million Americans (ages 18 and above) are cannabis consumers, and 10% of them (3.7 million) use CBD products.
  • Half (50%) of “CBDers” say they consume cannabis for medical purposes only, compared to 15% who use cannabis for the same purposes. Another 42% of CBD consumers take the products for both recreational and medical purposes.
  • Almost "two-thirds (60%) of CBD consumers belong to the Wellness Pot Practitioners segment, one of three groups of cannabis users identified by MRI-Simmons; this segment views cannabis as primarily a health and wellness tool. In fact, one-third of CBD consumers take part in meditation while consuming — and 13% practice yoga."

GENDER OF TYPICAL CBD CONSUMER IN THE UNITED STATES

  • The majority of hemp-derived CBD users are female, making up 59 percent of users, 31 percent are between the ages of 35 and 49, while CBD consumers aged 26-34 and 50-60 make up 22 percent.
  • Male CBD consumers make up about 40% of the total consumption.
  • A new report by Eaze, a cannabis marketplace in California says that women are 67 percent more likely to use cannabis for personal care versus 50 percent of men. Also, 84 percent of women use it for sleep compared to 79 percent of men.

AGE OF TYPICAL CBD CONSUMER IN THE UNITED STATES

  • Thirty-two of millennials and 12% of Baby boomers use CBD products to reduce stress and anxiety. On the other hand, 15% of millennials and 42% of Baby boomers use CBD products to relieve joint pains.
  • Research shows that 58% of adults in the USA are somewhat, very, or extremely familiar with CBD, while only 14% had never heard of it. The study shows that men are more familiar with CBD than women, with 65% reporting at least some familiarity compared to 51% of women.
  • Adults in age cohorts 25-34 and 34-44 are the most aware, with 70-71% in each group reporting at least some familiarity.
  • With a median age of 45, CBD consumers skew a little bit younger than the average American.
  • "CBD consumers are also highly multicultural; they are roughly 40% more likely than the average cannabis consumer to be Hispanic, Asian, or Native American."
  • In terms of spending, baby boomers are spending the most and their spending is growing 25%year-over-year. They spend the most monthly, spending $95.04 on average, compared to Gen X who spend $89.14; millennials spend $73.94 and Gen Z spend $62.35.
  • Overall, the average monthly order volume went up 29% with baby boomers at 35%, Gen X at 28%, millennials at 25% percent and Gen Z at 28%.

INCOME LEVELS OF CBD USERS IN THE UNITED STATES

  • Low and middle-income consumers are more likely to consider using CBD-infused products for stress management, pain management, and alleviating systems of a mental health disorder.
  • On the other hand, high-income consumers are more likely to consider using CBD products for preventative medicine and recreational use.
  • Among Millennials who use CBD products, 50% are in full-time employment.

MARITAL STATUS OF CBD USERS

  • Forty percent of adults 21+ express interest in CBD.
  • Seventy-eight percent of CBD consumers are either married or with a partner.

EDUCATION LEVELS OF CBD USERS

  • Fifty-four percent of Millennial users have attended high school plus some college.
  • Fifty-one percent of business people who use CBD products have attended high school and also have a college degree.
  • Thirty-four percent of senior users are college-educated and have a bachelor’s degree or above.


Sources
Sources

Quotes
  • "Data from MRI’s National Cannabis Study – the only syndicated nationwide study of cannabis consumption and attitudes – shows that 36 million Americans (ages 18 and above) are cannabis consumers, and 10% of them (3.7 million) use CBD products."
Quotes
  • "The majority of hemp-derived CBD users are female, making up 59 percent of users. 31 percent are between the ages of 35 and 49 with people age 26-34 and 50-60 following at 22 percent."
Quotes
  • "The sample was balanced in terms of gender (female: 50.87%; male: 47.40%) with most respondents reporting ages between 55 and 74 years (39.97%). Most were either graduates of, or currently enrolled in, college or a postgraduate program (71.22%). The vast majority resided in the United States (91.23%). Respondents from all 50 U.S. states were represented in the survey with the majority residing in California (n=412, 21.90%; Table 1). In addition, there were survey respondents from 23 other countries. Regular Cannabis use was reported by 55.17% of respondents."
Quotes
  • "As consumers’ opinions become increasingly positive, they are exploring other compounds of the cannabis plant, including CBD. Fifty-eight percent of survey respondents said they are somewhat, very, or extremely familiar with CBD, while only 14% had never heard of it. Men are more familiar with CBD than women, with 65% reporting at least some familiarity compared to 51% of women. Adults in age cohorts 25-34 and 34-44 are the most aware, with 70-71% in each group reporting at least some familiarity. Survey members living in the Northeast reported the highest level of awareness of any region, followed by the West."
Quotes
  • "In addition to the study’s conclusion that nearly 7 percent of respondents had used CBD—Azer said she didn’t realize that many people tried or used a CBD product—she was surprised by yet another finding: Close to 20 percent of those surveyed said they had sampled a CBD product in beverage form. Interestingly, the study skewed toward the younger generation. The rate of usage for those under 35 was over 9 percent while for those in the 45-55 age bracket, it was 6.4 percent. For people ages 55 and above, the number was 3.7 percent."
Quotes
  • "Within these groups, veterans who use cannabis are 25 percent more likely to quit tobacco than non-veterans, people with disabilities are 27 percent more likely to use CBD and 57 percent of people with disabilities are likely to reduce their medications if they are also consuming cannabis. Along gender lines, women are 67 percent more likely to use cannabis for personal care versus 50 percent of men and 84 percent of women use it for sleep compared to 79 percent of men."
Quotes
  • "The cannabis customer base is diversifying across age groups: First-time cannabis consumers grew by 140% thanks to adult use legalization. Baby Boomers were one of the fastest growing segments, increasing by 25% over the past year."
Quotes
  • "Distinctions emerge among consumers of different income and education levels. Low and middle-income consumers are more likely to consider using CBD-infused products for stress management, pain management, and alleviating systems of a mental health disorder. High-income consumers are more likely to consider using these types of products for preventative medicine and recreational use."