With the first quarter of 2020 already well underway, we took a look at the trends that we have started to identify to share them with you! The current year has so far proven to be very exciting for the health and wellness industry in general, especially when it comes to stimulating new substances that can be used in food and drink.
Since the adoption by the US Congress of the “Farm Bill” legalizing hemp at the end of 2018, CBD has undoubtedly become one of the main ingredients of healthy, trendy and sustainable diets. And the baby boomers are some of the most prolific customers in the natural remedy market.
What is CBD
The cannabidiol is one of many substances that are found in the plant called Cannabis sativa. There are two variations: marihuana and hemp. While the former is best known for one of THC’s ingredients, the latter is a multi-purpose industrial herb. CBD is found in both plant variants, but it is mainly extracted from hemp, which has a shallow THC content. Unlike THC, Cannabidiol does not get you high, but relaxes, soothes and relieves certain illnesses, both physical and mental. It is a purely natural remedy that works by interacting with natural bodily cannabinoids to provide beneficial health effects.
CBD, unlike some contemporary “miracle essences,” is not a quick remedy. Scientists have already proven that CBD extracts can help relieve specific ailments, for example, of the epileptic type without a shadow of a doubt. As more and more beneficial effects continue to be discovered, CBD is one of the most sought-after attractive new ingredients on the market. It is undoubtedly a substance to be watched closely over the next few years.
Most pronounced CBD trends in 2020
- A continually increasing growth rate
If there is one trend that we cannot ignore, it is the growth in CBD products’ sales. These are increasing exponentially, especially in markets where CBD has been legalized or, at least, decriminalized.
The main markets for CBD are located in the United States, Western Europe, Canada, East Asia and South America.
- The launch of CBD infused drinks.
Flavored drinks and CBD infused functional water are incredibly hot segments in the CBD industry. More and more companies are deciding to add CBD to their drinks, as it is the niche with the most considerable expected CAGR. Consumers are switching from sugary carbonated drinks to healthier drinks, including available water and others.
So some companies have seized the opportunity and merged two growing industries into – functional CBD water. An excellent example of a producer is CBD Living or Feel Oki’s waters, with their waters infused with CBD nanoparticles. In the United States and Canada, this trend appeared at the end of 2018 and could increase in 2020 in Europe.
- Beyond the waters, an increasingly wide range of products.
No scoop here, we have seen the emergence of many new products entering the CBD market over the past couple of years. Among these, CBD gummies are announced as the most promising in terms of growth in 2020. But other segments such as CBD for animals or hemp-based cosmetics are also booming.
- A more extensive clientele and again in credibility
As with any successful new product, CBD products have been filled with doubt about their effectiveness, legality, and quality. The reason being that effective quality control, with all new products flourishing, was not possible. In particular because of the absence of standardization and very vague legislation in many countries, including France.
So despite all the health benefits that CBD products can present, this kind of nasty element can tarnish the reputation of one of the most promising commodities to hit the market in the last decade. In 2019 and 2020, we saw many European governments’ initiatives, including France, to make hemp more accessible in the future.
These days, baby boomers are among the most prolific customers in consuming natural remedies, including CBD. They will prefer to lean towards natural products such as hemp rather than opt for pharmaceuticals.