Category
Lifestyle
Assisted Choices
Trend cluster
Category
CBD
Pivot
CBD brands are aiming to help people amidst the ongoing pandemic.
4.3
Trend score
Trend
What is the CBD Pivot trend?
CBD Pivot: The use of CBD can be observed in a wide range of industries, and now brands in this space are expanding to help COVID-19-related causes. Products include everything from CBD-infused face masks that reduce skin irritation, to CBD-infused hand sanitizers.
Insight
The consumer insight behind the CBD Pivot trend
Consumers are focused on wellness now even more than they previously were--with mental health, physical fitness, hygiene and overall wellbeing becoming more important as the pandemic continues to disrupt people's lives. Consumers continue to make changes both big and small in order to have some control over their overall health while they this continued uncertainty.
Trend themes
Themes within the CBD Pivot trend
Three behaviours holding the trend together01
CBD-infused products
With consumers more focused on wellness, brands are expanding to include CBD-infused products in various industries,
02
Focus on Mental Health
As the pandemic continues to affect people's lives, mental health has become increasingly important, leading to opportunities to offer services and products to improve wellbeing.
03
Enhanced Personal Hygiene Products
Consumers are in search of products that maintain cleanliness while also preserving their skin and health, leading to a demand for hand sanitizers with skincare-enhancing properties.
Industry implications
What the CBD Pivot trend means for industry
Where the trend changes the playbookFor
Skincare
CBD is being infused in skincare products to target skin irritation caused from frequent hand washing and mask-wearing during the pandemic disruption.
For
Mental healthcare
This is a crucial and addressed industry in which brands can provide products, services, and programs designed to help consumers improve their mental wellbeing amidst the pandemic.
For
Personal hygiene products
Brands can innovate on effective personal hygiene products, developing solutions that offer both sanitization and skincare-enhancing properties.
Workshop question
How could your brand better empower its customers to focus on their wellbeing?
Trend signals
Trend signals for CBD Pivot
Trend score 4.3 out of 10, from popularity 64%, activity 56%, freshness 9%.
Popularity64%
Activity56%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the CBD Pivot trend
4 featured examples from Mar 28 to Nov 6, 2020CategoryLifestyle
CBD-Infused Face Masks
The PLAYA Anti-Viral CBD Face Mask Reduces Irritation, Acne & Anxiety
The skincare industry can explore the integration of CBD into their products to address skin irritation, anxiety, and other mask-related concerns.
CategoryFashion
Hemp-Powered Hand Sanitizers
The CBD Living Hand Sanitizer is Made with US-Grown Hemp and More
The personal care industry can explore the trend towards using natural ingredients such as hemp oil and CBD, to create new and innovative products.
CategoryLifestyle
CBD Hand Sanitizers
Woodies' Pine-Scented Spray Sanitizer is Enhanced with Soothing Properties
There is room for growth and innovation in the CBD industry, with endless product possibilities that can appeal to a wide range of customers, from supplements to beauty products t…
CategorySocial Good
CBD Drink-Branded Therapy Donations
Bimble is Offering $200 in Therapy to Lucky Fans
Disruptive innovation opportunity: Collaborate with mental health organizations to create purpose-driven campaigns and donate funds towards therapy initiatives, enhancing brand re…
