Category
Lifestyle
Assisted Choices
Trend cluster
Category
CBD
Performance
CBD is incorporated into energy-boosting products to boost fitness.
5.0
Trend score
Trend
What is the CBD Performance trend?
CBD Performance: The performance-enhancing food and beverage space is incorporating items based in CBD, as the cannabis market continues its expansion across North America. With benefits like pain-relief and anxiety reduction, CBD's inclusion into food and beverage products that optimize consumers' workouts seems like a natural progression.
Insight
The consumer insight behind the CBD Performance trend
Cannabis' emerging prominence in North America as a legal medical and recreational product has resulted in its absorption into the many different products and services that consumers now qualify under the umbrella term of "wellness." With this new perception, consumers are increasingly looking to merge cannabis consumption with other trends within the wellness space in order to optimize what they get out of it--both mentally and physically. Burdened by the stress of day-to-day tasks and responsibilities, consumers are seeking out ways to enhance their routines without having to overextend themselves.
Trend themes
Themes within the CBD Performance trend
Three behaviours holding the trend together01
CBD in performance-enhancing food and beverage
CBD is being incorporated into food and beverage products that optimize consumers' workouts.
02
Adaptogenic and natural energy shots
There is a new wave of ready-to-drink energy shots featuring better-for-you, natural ingredients that include everything from brain-boosting nootropics to calming CBD.
03
Hemp as a functional ingredient
Companies are adding active organic hemp extract into food and beverage products, like water, to provide implications on mood and energy.
Industry implications
What the CBD Performance trend means for industry
Where the trend changes the playbookFor
Fitness and Sports Nutrition
Fitness and sports nutrition brands can incorporate CBD and hemp extract into their products to offer the benefits of mood management, inflammation, and pain management to their consumers.
For
Ready-to-Drink Beverages
Companies can create ready-to-drink adaptogenic shots or energy drinks that feature natural, functional ingredients for consumers looking for a quick energy boost or stress relief.
For
Functional Food and Beverage
Food and beverage companies can utilize hemp extract and other functional ingredients to create plant-based, natural products that cater to consumers seeking wellness benefits beyond just nutrition.
Workshop question
How could your brand collaborate with the cannabis space?
Trend signals
Trend signals for CBD Performance
Trend score 5.0 out of 10, from popularity 81%, activity 60%, freshness 8%.
Popularity81%
Activity60%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the CBD Performance trend
4 featured examples from Sep 6, 2018 to May 24, 2019CategoryLifestyle
CBD Sports Nutrition Bars
SNAAC CBD is a First-of-Its-Kind Bar Formulated with Hemp Cannabidiol
The sports nutrition industry can capitalize on the CBD trend by developing and marketing CBD-infused products that target athletic performance and recovery.
CategoryLifestyle
CBD-Enhanced Performance Drinks
DEFY Helps the Body Restore and Replenish After Training
The use of CBD in sports supplements could revolutionize the sports nutrition market.
CategoryLifestyle
Refreshing Hemp Water
Oki's Hydrating Drink Contains 20 Mg of Active Hemp Extract
Companies can introduce CBD-infused drinks to meet rising consumer demand for health benefits in beverages.
CategoryLifestyle
Adaptogenic Mushroom Shots
Four Sigmatic's Focus Shot is Powered by Lion's Mane Mushrooms
The functional beverages industry can leverage the trend of adaptogenic ingredients in energy products to create innovative and healthier beverage options.
