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Ranking and Market Share |
#4 - 4.0% of overall market. 2019 sales: $98 million; 2018 sales: $7 million |
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Product Portfolio |
Tinctures (oil), capsules, topicals, pet |
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Distribution Channels |
Natural food stores, mass pharmaceutical retail chains, online, alternative care offices |
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Positioning |
Completely CBD-focused, THC-free brand with broad mainstream consumer appeal. Considered a "disruptor" due to its rapid growth from 2018 and appearance on mass retail shelves alongside products from more established players. Focus on ensuring quality and consistency from seed to sale. |
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Competitive Advantages |
Dedicated supply chain (formulation, testing) give the company tight control and great prospects for scalability; Purely THC-free products an advantage in states that are stricter from a regulatory standpoint, advantageous with retailers as well; Among first to receive high-quality seal from U.S. Hemp Authority |
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Core Competencies |
Capacity for rapid ramp-up; Limited, quality product menu; Products effectively marketed to both mainstream consumers and retailers |
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Making the most money on |
Tinctures, topicals |
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Doing well |
Excellent search engine optimization; products sold at lower price points - particularly topicals; simple and clean branding |
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Beneficial trends |
General consumer market interested in purchasing CBD but many unaware of current brand landscape in space - lack of CBD brand following and commitment among consumers combined with effective marketing give Medterra the unique advantage of being able to join the mainstream market early despite being a relatively new company, penetrating a wide consumer base despite short history |
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Niches competitors are missing |
Low-budget topicals market, especially in mass retail channels |
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New needs of customers |
Appealing to need for low-budget, accessible products on mainstream channels; THC-free products draw customers deterred by this cannabinoid due to concerns about drug tests or potential side effects |
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Additional growth opportunities |
Diversifying and expanding presence in retail channels (both chained and independent) |
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Desire to be known for |
High-quality, safe and reliable product ensured from seed to sale, accessible to consumers across demographic and economic spectrum |
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Priorities |
Establishing brand recognition among a broader and more diverse consumer base; Leveraging success and growth in today's retail channels to develop additional retail relationships and wider distribution networks. |
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Results/milestones aiming to achieve |
Investing heavily into marketing across age groups (from TV commercials for older demographics to digital displays for younger generations) with the aim of increasing brand recognition, especially beyond that driven by SEO. |
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Chief competitors |
CW Hemp, Sagely Naturals, cbdMD |