Long-term Usage & The CBD Skincare SectorPosted by On


Skincare products that include CBD ingredients are still in their infancy, as the CBD category was only legalized in 2018 in the US. However, the category is expected to grow considerably as CBD has multiple benefits for the skin. While several CBD brands now focus on the skincare category, what will help this category flourish long-term? Provoke Insights, a full-service market research firm and brand consultancy, wanted to help answer this question. The agency fielded a survey among 1,500 Americans to help understand the market.


The CBD Consumer Purchasing Habits

Before looking at the skincare sector of the CBD industry, it is essential to understand what the category looks like as a whole.

A third of Americans have purchased CBD infused products in the past; this includes six percent of those who purchased CBD in the last month. Millennials, males and parents are the consumers who have most recently purchased these items.

Price (54%) and quality (37%) are key influences when purchasing CBD products. As a result, coupons and other types of discounts will draw these shoppers to buy specific brands. When marketing CBD brands, it is also essential to promote that the CBD item is of the highest quality, as this is a top purchasing decision factor.


 

These consumers also seek sustainably-sourced items, with over a third (36%) willing to pay more for this benefit. This makes transparency in ingredients key for appealing to buyers. Framing marketing around sourcing…

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