Hemp CBD is currently in the growth stage of its product life cycle as it emerges from murky legal territory and continues to gain popularity and recognition among a larger and larger consumer pool, making the market all the more attractive and promising for investors, established companies and new entrants of all sizes, from distributors and producers, to packagers and major CPG manufacturers.
However, the rapid growth and evolution of the hemp CBD market can make identifying a target consumer segment a challenging task. The ability to accurately identify and understand potential clients will have a profound impact on companies’ success in this industry, determining their ability to capture a portion of its vast growth potential.
Brightfield Group surveyed over 3,500 hemp CBD consumers throughout the United States in 2019 to help define and characterize the demographic and psychographic features and tendencies of the various consumers in this market. This data is synthesized below to help those interested in breaking into the market, as well as those looking to sustain and keep their product lines current, to effectively understand, target, and satisfy the needs and preferences of today’s hemp CBD consumer.