# Big Brand Canna-Biz Established brands enter the cannabis space in an authentic way. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Oct 3, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/elevated-divergence ## Key Figures - Trend score: 4.8/10 - Evidence articles: 4 ## What is the Big Brand Canna-Biz trend? **Big Brand Canna-Biz:** Cannabis is becoming increasingly popular in North America and established brands are taking part in the growing market. By leveraging their strengths and established brand identity, these companies are able to reap the benefits of being a first-player in the cannabis lifestyle. ## The consumer insight behind the Big Brand Canna-Biz trend Contemporary consumers are feeling more at ease with cannabis as an ingredient in lifestyle goods as the industry grows and more products enter the market. Driven by curiosity, individuals are looking for ways to introduce the plant into their daily routines. Since many are wary about how cannabis might affect them, consumers look to more established and familiar brands that they trust in order to gain peace of mind and be more comfortable on their cannabis journey. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 28, 2017 to Aug 14, 2018 - Published: Oct 3, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the Big Brand Canna-Biz trend ### Established Brands Enter Cannabis Market More established brands are recognizing the opportunity in the growing cannabis market as consumers look for trusted names to introduce cannabis into their daily routines. ### Incorporating Cannabis in Everyday Products As contemporary consumers continue to feel more at ease with cannabis as an ingredient, brands are incorporating cannabis into everyday products such as mascara and snack bars. ### CBD-Infused Beauty Products CBD is making its way into the beauty industry, with products like OUAI's Scalp & Body Scrub utilizing its anti-inflammatory properties. ## What the Big Brand Canna-Biz trend means for industry ### For Cannabis Industry The cannabis industry continues to grow and attract established brands, creating opportunities for new products and services. ### For Beauty Industry The beauty industry is incorporating CBD as an ingredient in new products, creating opportunities for innovation and disruption. ### For Food Industry The legalization of recreational marijuana in Canada creates opportunities for food and beverage brands to create products that appeal to the cannabis culture and satisfy the munchies. ## Workshop question Where could you see your brand fitting into the emerging cannabis industry? ## Trend signals for Big Brand Canna-Biz Trend score 4.8 out of 10, from popularity 83%, activity 51%, freshness 8%. - Popularity: 83% - Activity: 51% - Freshness: 8% ## Examples of the Big Brand Canna-Biz trend 4 featured examples from Aug 28, 2017 to Aug 14, 2018. - [Hunger-Curbing Snack Bars](https://www.trendhunter.com/trends/425-bar): Oh Henry Created a Limited-Edition 4:25 Bar to Satisfy the Munchies (Category: Marketing) Implication: Opportunity for food and beverage companies to develop snacks and beverages infused with cannabis or designed to satisfy the munchies. - [Vegan Cannabis Mascaras](https://www.trendhunter.com/trends/kush-mascara): Milk Makeup's 'Kush Mascara' is Formulated with Cannabis Sativa Seed Oil (Category: Fashion) Implication: The beauty and cosmetics industry can capitalize on the trend of vegan and cannabis-based products, such as Milk Makeup's Kush Mascara. - [Multipurpose CBD Scrubs](https://www.trendhunter.com/trends/scalp-and-body-scrub): OUAI's Scalp & Body Scrub Calms Inflammation and Soothes Irritation (Category: Fashion) Implication: Personal care brands can tap into the growing demand for CBD-infused products and multipurpose scrubs. - [Streaming Site Cannabis Strains](https://www.trendhunter.com/trends/the-netflix-collection): The Netflix Collection Offers 10 Strains of Medical Cannabis (Category: Lifestyle) Implication: Streaming services with the potential for integrated cross-promotion products. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)