Category
Lifestyle
Assisted Choices
Trend cluster
Category
Aspirational
CBD
CBD-infused products across industries are positioned as aspirational.
4.3
Trend score
Trend
What is the Aspirational CBD trend?
Aspirational CBD: Inspired and supported by the interest in wellness that's permeated a number of different industries for the last few years, a new influx of CBD-infused products are being positioned not only as health products, but signifiers of social status as well.
Insight
The consumer insight behind the Aspirational CBD trend
As a result of the role social media has plays in their lives, many young consumers, in particular, assign value to products based on how they help them demonstrate affluence or good taste online. This extends to many categories but is especially true of lifestyle-related products in the food, personal care, and wellness space.
Trend themes
Themes within the Aspirational CBD trend
Three behaviours holding the trend together01
CBD as a status symbol
CBD-infused products are being positioned as symbols of social status as well as health products.
02
Functional CBD-infused products
Consumers are seeking better-for-you alternatives that feature functional ingredients and enriched formulas.
03
Small-batch gourmet CBD products
CBD-infused gourmet products made in small batches with unique flavors are gaining popularity.
Industry implications
What the Aspirational CBD trend means for industry
Where the trend changes the playbookFor
Wellness Industry
The wellness industry is a key space where CBD-infused products are experiencing growth and innovation opportunities.
For
Food and Beverage Industry
CBD-infused food and beverage products are a key area of interest for innovators in the food and beverage industry.
For
Personal Care Industry
CBD is being incorporated as an ingredient in products within the personal care industry, as a way to promote healthy skin and hair.
Workshop question
What's a negative stereotype consumers hold about your product or industry? What would it look like if you made it your mission to turn that perception around?
Trend signals
Trend signals for Aspirational CBD
Trend score 4.3 out of 10, from popularity 70%, activity 51%, freshness 8%.
Popularity70%
Activity51%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Aspirational CBD trend
4 featured examples from Aug 1, 2018 to Jan 24, 2019CategoryLifestyle
Boosted CBD Beverages
Recess' All-Natural Canned Drinks Feature Adaptogens and Cannabidiol
The functional beverage trend opens up possibilities for companies in the beverage industry to create unique, better-for-you products that cater to health-conscious consumers.
CategoryLifestyle
All-Natural CBD Candies
Lord Jones CBD Gumdrops Use Natural European Fruit Essence
The cannabis industry can benefit from the demand for luxury CBD products and the focus on transparency in ingredients.
CategoryFashion
Multipurpose CBD Scrubs
OUAI's Scalp & Body Scrub Calms Inflammation and Soothes Irritation
Personal care brands can tap into the growing demand for CBD-infused products and multipurpose scrubs.
CategoryLifestyle
Gourmet CBD Marshmallows
The Marshmallowist's Limited-Edition Marshmallows Fuse Unique Flavors
Companies that specialize in creating CBD-infused food and beverage products can capitalize on the growing demand for unique flavor profiles and the therapeutic benefits of CBD oi…
