# CBD Pivot CBD brands are aiming to help people amidst the ongoing pandemic. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 18, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cbd-pivot ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 28 to Nov 6, 2020 - Published: Nov 18, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the CBD Pivot trend ### CBD-infused products With consumers more focused on wellness, brands are expanding to include CBD-infused products in various industries, ### 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. ### 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. ## What the CBD Pivot trend means for industry ### For 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 for CBD Pivot Trend score 4.3 out of 10, from popularity 64%, activity 56%, freshness 9%. - Popularity: 64% - Activity: 56% - Freshness: 9% ## Examples of the CBD Pivot trend 4 featured examples from Mar 28 to Nov 6, 2020. - [CBD-Infused Face Masks](https://www.trendhunter.com/trends/anti-viral-cbd-face-mask): The PLAYA Anti-Viral CBD Face Mask Reduces Irritation, Acne & Anxiety (Category: Lifestyle) Implication: The skincare industry can explore the integration of CBD into their products to address skin irritation, anxiety, and other mask-related concerns. - [Hemp-Powered Hand Sanitizers](https://www.trendhunter.com/trends/cbd-living-hand-sanitizer): The CBD Living Hand Sanitizer is Made with US-Grown Hemp and More (Category: Fashion) Implication: The personal care industry can explore the trend towards using natural ingredients such as hemp oil and CBD, to create new and innovative products. - [CBD Hand Sanitizers](https://www.trendhunter.com/trends/spray-sanitizer): Woodies' Pine-Scented Spray Sanitizer is Enhanced with Soothing Properties (Category: Lifestyle) Implication: 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… - [CBD Drink-Branded Therapy Donations](https://www.trendhunter.com/trends/bimble): Bimble is Offering $200 in Therapy to Lucky Fans (Category: Social Good) Implication: Disruptive innovation opportunity: Collaborate with mental health organizations to create purpose-driven campaigns and donate funds towards therapy initiatives, enhancing brand re… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)