表紙:CBDの北米市場:機会と課題 - 消費者調査
市場調査レポート
商品コード
969354

CBDの北米市場:機会と課題 - 消費者調査

2020 North American CBD Market: Opportunities & Challenges, CBD Quantitative Consumer Study Report

出版日: | 発行: Natural Marketing Institute | ページ情報: 英文 90+ Pages | 納期: 即日から翌営業日

価格
価格表記: USDを日本円(税抜)に換算
本日の銀行送金レート: 1USD=115.03円
CBDの北米市場:機会と課題 - 消費者調査
出版日: 2020年05月25日
発行: Natural Marketing Institute
ページ情報: 英文 90+ Pages
納期: 即日から翌営業日
  • 全表示
  • 概要
  • 目次
概要

当レポートでは、北米の消費者5,000人を対象に2020年2月~3月に実施された大麻に関する調査の結果に基づき、CBD・マリファナ・ヘンプを含む、米国とカナダの一般成人に対する健康への影響について、体系的な情報を提供しています。

目次

イントロダクション

調査手法

グループの定義

機関のヘルス・ウェルネス消費者セグメント

エグゼクティブ概要

CBDのエグゼクティブ概要

CBDの概要:認識、知識、使用

  • CBDの消費者意識と感情のレベル
  • 米国のCBDの連想
  • カナダのCBDの連想
  • 米国:CBD使用の人口統計プロファイル
  • カナダ:CBD使用の人口統計プロファイル
  • 米国:CBD使用頻度、ヘルス・ウェルネスセグメント別
  • カナダ:CBD使用頻度、ヘルス・ウェルネスセグメント別、など

CBD製品の機会:サプリメント・OTC・ウェルネス製品

  • CBDサプリメント製品形態に対する消費者の好み
  • CBDグミの市場規模予測
  • さまざまなCBDサプリメント形態の機会と促進要因
  • CBDサプリメントの常用における世代間の違い
  • CBDサプリメントの常用における現在のユーザー vs. 意図者の違い
  • CBDサプリメント・グミ・OTC製品のトレードオフ行動、など

CBD製品の機会:食品・飲料の魅力

  • CBD食品・飲料製品タイプの消費者の使用
  • 消費者のお気に入りのCBD食品・飲料
  • CBD食品・飲料:現在の製品とのトレードオフ行動
  • その他の製品の代替品としてのCBD食品・飲料
  • 米国:健康状態の治療としてのCBD食品・飲料
  • カナダ:治療薬としてのCBD食品・飲料、など

CBD製品の機会:パーソナルケア

  • CBDパーソナルケア製品タイプの消費者の使用
  • CBDボディ/フェイシャルケアの使用:世代別、ヘルス・ウェルネスセグメント
  • 現在の製品とのCBDパーソナルケア製品のトレードオフ行動
  • 米国:健康状態の治療としてのCBDパーソナルケア製品
  • カナダ:健康状態の治療としてのCBDパーソナルケア製品、など

CBD製品の機会:ペットケア

  • ペット所有
  • CBDペットケア製品の使用
  • CBDペットケア製品の使用:世代別
  • CBDペットケア製品の使用:ヘルス・ウェルネスセグメント別
  • CBDペットケア製品の市場規模予測

CBD製品の機会:医薬品・OTC医薬品

  • CBDのOTC/処方薬の使用に対する消費者の開放性
  • Epidiolexの認識と使用
  • CBDの処方製品の市場規模予測
  • CBDのOTC製品の市場規模予測
  • CBD:戦略開発、障壁の克服、など

CBD製品の機会:障壁の克服

  • CBDの使用に対する全体的な障壁
  • CBDについての教育不足が多くの障壁へ
  • 薬物検査の失敗と精神活性作用に関する消費者の懸念
  • 非ユーザーのトライアルを促進する
  • 使用上の障壁を克服する

付録

目次

The Institute's Groundbreaking Multi-Phase Research on the Impact of the Whole Cannabis Plant on Consumers

The Institute conducted a comprehensive research project surrounding cannabis. It is the first and only study to examine the impact of the whole cannabis plant - including CBD, marijuana, and hemp - and its impact on whole health across general population adults in the US and Canada.

This report represents the Phase 3 CBD portion of the project.

Phase 1: 9 online US focus groups with consumers in October 2019 (60+ consumers). Separate Qualitative report available.

Phase 2: Industry & Market Analysis: 5-year review of cannabis-related in-market activity in November 2019. Separate report available.

Phase 3: Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

Methodology - Phase 3 Quantitative Consumer Study

Scope:

The Institute conducted a comprehensive research project surrounding the whole cannabis plant - including CBD, hemp, and marijuana - and its impact on whole health across general population adults in North America with a focus on pathway to purchase, product opportunities, market sizing, and strategic marketing applications.

The focus of this consumer study examined the attitudes, behaviors, motivations, and purchase interest related to the dynamic, multi-faceted dimensions of whole health, including the impact on human health and that of the planet.

Survey Methodology:

  • 4,000 US adults and 1,000 Canadian adults, nationally projectable to the adult population in each country; accurate at the 95% confidence level to +/- 1.2%
  • Conducted online February/March 2020
  • Representative in each country to the general population of adults 18+; balanced across key demographics and nationally projectable
  • Report released May 2020

Definition of Groups within the Report

  • GP - General Population Adults (by country)
  • iGen - born 1998-2001 (Ages 18-21)
  • Millennials - born 1977-1997 (Ages 22-42)
  • Young Millennials - born 1991-1997 to (Ages 22-28)
  • Older Millennials - born 1977-1990 (Ages 29-42)
  • Gen X - born 1965-1976 (Ages 43-55)
  • Boomers - born 1946-1964 (Ages 56-72
  • Matures - born 1900-1945 (Ages 73+)
  • CBD past 6 month users - used a CBD product* in past 6 months
  • CBD lapsed user - used a CBD product* but not in the past 6 months
  • CBD non-users - have never used a CBD product*
  • CBD Intenders - definitely/probably would use a CBD product* at some point in the future if available where they shop; includes consumers who have ever used CBD but not in the past 6 months

Table of Contents

Introduction

Methodology

Definitions of Groups

The Institute's Health & Wellness Consumer Segments

Executive Overview

Executive Overview of CBD

  • On the Radar But Not Well Understood
  • A $70 Billion Potential Market Opportunity
  • Not All CBD Users Are Created Equal
  • CBD in a Category of Its Own
  • Most Popular CBD Product Categories and Formats
  • CBD Pet Care: An Emerging Market
  • A Potential Market Disruptor
  • Education: The Key to Driving CBD Growth

CBD Overview: Awareness, Knowledge, & Usage

  • CBD Consumer Awareness and Level of Feeling Informed
  • US CBD Word Association: Top of Mind Word Cloud
  • Canada CBD Word Association: Top of Mind Word Cloud
  • US - CBD Usage Demographic Profile
  • Canada - CBD Usage Demographic Profile
  • US - CBD Usage Frequency by Health & Wellness Segment
  • Canada - CBD Usage Frequency by Health & Wellness Segment
  • Familiarity with Cannabis Compound Terminology
  • CBD Trial by Generation and Health & Wellness Segment
  • CBD Recent Use by Generation and Health & Wellness Segment
  • CBD Use vs Intent vs Rejection
  • Top Purchase Influences for CBD Products
  • Secondary Purchase Influences for CBD Products
  • Initial Path to Purchase Steps for CBD Products
  • Key CBD Product Purchase Drivers
  • Perceived Benefits of CBD
  • US - Generational Differences in Perceived Benefits of CBD
  • Canada - Generational Differences in Perceived Benefits of CBD
  • Popularity of CBD Products by Category
  • US - Popularity of CBD Product Categories Among Usage Groups
  • Canada - Popularity of CBD Product Categories Among Usage Groups
  • Shopping Behavior - Where Consumers Expect to Find CBD Products
  • Primary Drivers for Using CBD Products
  • Secondary Drivers for Using CBD Products
  • The Untapped Opportunity Among Non-Users
  • The Non-User Opportunity by Generation and Segment
  • US - CBD Consumer Groups by Alcohol & Tobacco Use
  • Canada - CBD Consumer Groups by Alcohol & Tobacco Use
  • Overview of the CBD Market Size

CBD Product Opportunities: Supplements, OTC, & Wellness products

  • Consumer Preference for CBD Supplement Product Formats
  • Projected Market Sizing of CBD Gummies
  • Opportunity and Drivers Among Various CBD Supplement Formats
  • Generational Differences in Daily Usage of CBD Supplements
  • Current User vs Intender Differences in Daily Usage of CBD Supplements
  • CBD Supplement, Gummy, OTC Product Trade-Off Behavior
  • Switching Rationale for Trading OTC and Rx Medications for CBD Products
  • Products Impacted by Consumer Trade-Off in Favor of CBD Supplements
  • US - Opportunities for CBD as Therapy for Health Conditions
  • Canada - Opportunities for CBD as Therapy for Health Conditions
  • Perceived Efficacy of CBD Supplements or OTC Medications
  • Loyalty to CBD Supplements/OTC Medications Currently Using
  • Brand Perception of CBD Supplements and OTC Medications
  • Projected Market Sizing of CBD Supplements

CBD Product Opportunities: The Appeal of Foods & Beverages

  • Consumer Usage of CBD Food and Beverage Product Types
  • Consumer Favorite CBD Foods and Beverages
  • CBD Foods and Beverages - Trade-Off Behavior with Current Products
  • CBD Foods and Beverages as Replacements for Other Products
  • US - CBD Foods and Beverages as Treatments for Health Conditions
  • Canada - CBD Foods and Beverages as Treatments for Health Conditions
  • Brand Perception of CBD Foods and Beverages
  • Projected Market Sizing of CBD Foods and Beverages

CBD Product Opportunities: Personal Care

  • Consumer Usage of CBD Personal Care Product Types
  • CBD Body/Facial Care Usage by Generation, Health & Wellness Segment
  • CBD Personal Care Product Trade-Off Behavior with Current Products
  • US - CBD Personal Care Products as Treatments for Health Conditions
  • Canada - CBD Personal Care Products as Treatments for Health Conditions
  • Brand Perception of CBD Personal Care Products
  • Projected Market Sizing of CBD Personal Care Products

CBD Product Opportunities: Pet Care

  • Pet Ownership
  • CBD Pet Care Product Use
  • Usage of CBD Pet Care Products by Generation
  • Usage of CBD Pet Care Products by Health & Wellness Segment
  • Projected Market Sizing of CBD Pet Care Products

CBD Product Opportunities: Pharmaceutical and OTC Medications

  • Consumer Openness to Using CBD OTC or Prescription Medications
  • Awareness of and Perceived Uses for Epidiolex®
  • Projected Market Sizing of CBD Prescription Products
  • Projected Market Sizing of CBD OTC Products
  • CBD: Strategy Development, Overcoming Barriers
  • Overall Barriers to CBD Use
  • Lack of Education About CBD Fuels Many Barriers
  • Consumer Concerns of Drug Test Failure and Psychoactive Properties
  • Key Persuaders to Drive Non-User Trial
  • Overcoming Usage Barrier

CBD Product Opportunities: Overcoming Barriers

  • Overall Barriers to CBD Use
  • Lack of Education About CBD Fuels Many Barriers
  • Consumer Concerns of Drug Test Failure & Psychoactive Properties
  • Key Persuaders to Drive Non-User Trial
  • Overcoming Usage Barriers

Appendix: NMI Health & Wellness
Consumer Segments

  • NMI Health and Wellness Consumer Segment
  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS
  • Snapshot: FOOD ACTIVES
  • Snapshot: MAGIC BULLETS
  • Snapshot: FENCE SITTERS
  • Snapshot: EAT, DRINK & BE MERRYS