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Message: INDUSTRY BULLETIN: Edible CBD Products Offer Consumers a New Health Trend
NEW YORK, Oct. 31, 2019 - Consumer trends constantly require industries to adapt in order to thrive among the competition. Specifically, the food and beverage industry is one of the fastest evolving markets because of constant changes in consumer demands. Nowadays, the increasing demand for healthier and more organic options is prompting manufacturers to produce alternatives to sugar-packed drinks and fatty snacks. Instead, consumers are looking for products that are processed with healthier sustainable ingredients, proteins, vitamins, and antioxidants. Notably, many consumers have turned to the beverage industry for functional drinks such as kombucha. A functional drink is a type of beverage that typically conveys a health benefit such as being packed with performance-enhancing agents like nootropics and amino acids. Consequently, the growing demand in the functional beverage market sparked interest within the CBD market. CBD is a derivative of the hemp plant, which falls under the cannabis family.
Typically, cannabis is associated with its marijuana component, which causes psychoactive effects because of its heavy THC concentrate. However, hemp does not cause psychoactive effects because the main compound is CBD. THC and CBD are widely different in their biological makeup, but because they derive from the cannabis plant, regulators deemed both compounds to be unsafe for consumers. However, extensive research has uncovered that CBD provides therapeutic and health benefits, which then led to the rapid emergence of CBD-based products. As such, North American consumer spending on cannabis-infused foods and drinks reached USD 1.5 Billion in 2018, according to data compiled by Arcview Market Research and BDS Analytics, By 2022, the two firms suggest that edible sales are on track to reach USD 4.1 Billion.
Typically, most people consume CBD to simply relax. However, clinical trials have proven that CBD can also provide medical benefits. Specifically, patients suffering from chronic ailments such as severe pain, cancer, arthritis, and epilepsy can consume CBD drinks to subdue the symptoms. And while CBD is quickly permeating throughout global regions, the North American market is the primary driver because of legality stance. Canada moved to legalize cannabis entirely back in late 2018, which prompted a spur of recreational demand. On the other hand, the U.S. passed the Farm Bill in 2018, which legalized hemp-derived CBD products. Shortly after, stores across the nation began to commercialize CBD goods.
Now, consumers can easily purchase products such as tinctures, topicals, oils, and edibles at their local convenience stores or online e-commerce platforms. However, the CBD beverage market is one of the most popular segments because consumers can easily purchase a CBD-based tincture and add droplets of CBD into their beverage. Generally, CBD can be found within beverages such as soda, juice, coffee, wine, water, and even alcohol. However, consumers can also add CBD-based powders into their beverages and some producers have even mentioned that powders are much better in terms of solubility. Overall, the cannabis-infused beverage industry is quickly gaining traction, however, some beverage producers are still evaluating the industry.
Nonetheless, a handful of corporations such as the alcohol industry, have already dove into the marketplace and are already marking their presence. "Everyone in the industry recognizes that CBD-infused beverages are going to be one of the largest category opportunities in all of CBD," said Ben Witte, the Founder and Chief Executive Officer of Recess, a company producing CBD-infused sparkling water. "As a result of that, a lot of the suppliers in the supply chain have innovated to create a format that is soluble in beverages."
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