Consumer acceptance of CBD remains strong, but to grow in-store sales, c-stores need to highlight the category.
In-store cannabidiol (CBD) sales have been trending downward as more shoppers buy online, but c-stores have an opportunity to grow the category by elevating their CBD selections, especially as customers return to pre-pandemic CBD preferences.
During the pandemic, cannabis growth was strong due to many consumers finding themselves at home and not restricted in their use of the product. This freedom of usage, as well as the pressures and stress of the pandemic, likely encouraged more consumers to become users of cannabis.
In studies researched by Management Science Associates (MSA), it has been observed that a greater acceptance of cannabis leads to a greater acceptance of other cannabinoids, such as CBD.
Unfortunately, due to less in-store visits during the pandemic, many consumers turned to purchasing items such as CBD online and, as of yet, it does not appear that consumer CBD purchase habits have returned to pre-pandemic in-store levels, despite the potential for greater demand.
Purchase Trajectory
As shown in the graph of CBD dollar shipments to retail below (“CBD Dollar YOY Trends”), at the start of the COVID-19 pandemic in March 2020, consumers increased their in-store purchases of CBD for wellness and stress relief. However, as the pandemic continued throughout 2020, and consumers became more wary of shopping…