The Opportunity for Inhalable Products for ‘Stressed Out Millennials'
<![CDATA[© Data Courtesy of BrightfieldOne of the most common CBD product positionings is relaxation—and for a good reason. According to Brightfield Group data, anxiety is the top reported condition consumers are treating with CBD, with younger generations most likely to report using CBD to manage anxiety. Brightfield has created a complex consumer group profile to better understand these younger, stressed consumers using CBD for anxiety: the Stressed Out Millennials, which Brightfield defines as millennials who report using CBD for psychological reasons like anxiety, depression and insomnia. Millennials are navigating adulthood in a particularly stressful social, economic and political climates. As this group looks to manage their mental health, CBD brands are offering products they hope will fill Stressed Out Millennials’ need for psychological relief.More than half (52%) of Stressed Out Millennials report using cannabis five days per week or more, making them 33% more likely than the average CBD consumer to use cannabis regularly.Let’s explore the Stressed Out Millennials consumer category to understand who they are and what CBD products they’re choosing. Who are the Stressed Out Millennials? Stressed Out Millennials mainly consist of women (61%), and individuals who are partnered or married (60%), have children in the home (59%) and have a household income under $75,000 (67%). With this hectic reality, consumers in those groups are likely to use CBD five or more days per week and to have used CBD for over a year, compared to all other CBD users. Stressed Out Millennials are also significantly more likely (57%) to desire emotional relief from CBD products compared to all CBD consumers (35%). Aside from CBD, Stressed Out Millennials are also likely to use THC-dominant cannabis. More than half (52%) report using cannabis five days per week or more, making them 33% more likely than the average CBD consumer to use cannabis regularly.…
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