Delivered February 15, 2020. Contributor: Dagmawit W.
To obtain a demographic and psychographic profile of a typical CBD consumer in the US. To obtain statistically-backed trends in this industry to inform marketing strategies for a CBD/hemp manufacturer.
This industry has a CAGR of 38% for the past four years and in 2018, it had reached $12 billion.
Based on a survey, the demographics of CBD consumers are as follows:
The gender share is as follows: female: 50.87% and male: 47.40%.
Goop-y Gwyn. This persona group makes up 31% of all users. This group is white, between 21-34 years old, married, and has children. This group is 94% female.
Dosing Dad. This persona group makes up 18% of all users. This group is white, aged between 35-44 years, have a full time job, married, and has children. This group is 91% male.
Summary of our Early Findings
Our initial research was unable to provide psychographic insights as most of this was behind paywalls.
From the chat, we have noticed the mention of social media influencers. We will go ahead and instruct the next analyst to exclude this information as it is clear that it would not provide the depth of insight required for this market analysis.
Only the project owner can select the next research path.