Where Does Your Crop Go?
<![CDATA[© Data Courtesy of Brightfield Group.Americans are purchasing CBD products more than ever. According to Brightfield Group’s Evergi consumer data platform, which presents survey data on the general U.S. population’s health and wellness behaviors, 14% of Americans have purchased CBD in the past three months. This proliferation of CBD consumers, and of increasing CBD use among existing consumers, is in part driven by the growing availability of CBD products. Most consumers have encountered hemp and CBD products at pharmacies, grocery stores, specialty stores and even gas stations. But which channels are consumers turning to most often?Brightfield Group anticipates consumers will purchase nearly $2.24 billion of CBD products through online channels in this calendar year. That is expected to more than double by 2026 to $4.8 billion.Knowing where consumers purchase CBD products can inform hemp growers on which distribution partner to work with to maximize the odds of selling through their year’s supply. For example, if you mainly manufacture CBD for vape cartridges, it would not be ideal to partner with an online-only distribution business.Let’s dive into Brightfield Group’s U.S. CBD distribution channel data to learn about the American CBD consumer.Online Dominates, But Not Everywhere Even before the COVID-19 pandemic saw us hermit ourselves away from one another, the ease of online delivery was already overtaking our lives. The same holds true for CBD products, with online channels such as CBD marketplaces and brand websites making up the plurality of total projected CBD sales for 2022. Brightfield Group anticipates consumers will purchase nearly $2.24 billion of CBD products through online channels this calendar year. That is expected to more than double by 2026 to $4.8 billion.But not all product types are bringing in the most revenue from online sales. While Americans are fine with consuming CBD purchased through e-commerce channels, they prefer…
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