Analysis Of 195M Instagram Posts Shows Massive Growth Of Interest In CBD, Especially In Beauty Markets
Studies show that CBD beauty products are becoming the leader in personal care.
The report draws upon data from 195 million public Instagram posts from the U.S. to provide a detailed look at how CBD has grown in the beauty, alcohol, food and beverage, and personal care markets. Along with looking at CBD’s consumer retention -- that is, month-over-month conversations mentioning CBD -- the report identifies four key traits consumers associate with CBD.
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'CBD Is No Longer Niche'
"Our data shows that CBD isn’t entirely a new thing -- consumers have been talking about it on social media for years. In recent months we’ve seen conversation volume start to plateau, suggesting that CBD is no longer niche and is becoming mainstream," said Devon Bergman, CEO & Co-Founder of Social Standards.
"That said, CBD is a major opportunity for brands once regulatory concerns are resolved. Consumers are overwhelmingly looking for natural ways to address issues like anxiety and chronic pain and believe that CBD has real therapeutic potential."
Interest In CBD Is Growing
As showcased throughout the charts, Bergman noted:
- In the beauty space, consumers are particularly interested in CBD for skincare as they’re looking for sustainable and clean products that treat inflammation and other skin issues.
- In personal care, consumers are especially interested in CBD for pain relief, particularly in regard to post-workout muscle recovery.
- In food and beverage, consumers are again looking for natural healing, but they’re especially concerned about the quality of what they’re putting into their bodies. Brands that can position their CBD products as organic or premium are likely to win in this space.
Consumer Interest In Cannabis Products
Further, incredibly high consumer loyalty -- repeated conversations about CBD -- suggest consumers aren’t just trying out a fad, they really believe in the results they’re seeing from CBD.
U.S. Consumer Conversion Volume For CBD
Further, incredibly high consumer loyalty -- repeated conversations about CBD -- suggest that consumers aren’t just trying out a fad, they really believe in the results they’re seeing from CBD.
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Javier Hasse is a cannabis, hemp, CBD and psychedelics-focused reporter, currently serving as Managing Director for Benzinga Cannabis, and CEO of Spanish language news site El Planteo, a company he co-founded.
El Planteo is an online media outlet focused on cannabis, hemp, psychedelics, ecology and other green topics, with a frequent financial and cultural angle. On ElPlanteo.com you will find all the key news regarding the cannabis industry in Latin America and the world, the advances in legalization policies and the cultural events that make up the world of marijuana and other emerging industries.
His book, “Start Your Own Cannabis Business,” was published by Entrepreneur Media in 2018 and hit the #1 Best-Seller spot on Amazon.
As an award-winning reporter and editor, Javier's had roughly 5,000 unique articles published across numerous mass media outlets including CNN, Forbes, MSN, Chicago Tribune, CNBC, Yahoo Finance, Entrepreneur Magazine, MarketWatch, Houston Chronicle, The Street, Nasdaq, Morningstar, Playboy, Benzinga, MERRY JANE, High Times, and many others.
Beyond cannabis, Javier is a published photographer and Billboard-charting rapper, featured on hip-hop albums that also included Wu-Tang Clan’s RZA and Inspectah Deck, Twista, Lil Windex, Riff Raff, Cyhi The Prynce, Yung Bleu, DJ Whoo Kid, Jonathan Hay, and others.