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2022 CBD Consumer Trends

Updated: Oct 29

CBD is a global substance. The 2022 CBD Consumer Trends continue to show a positive trajectory.



And it isn’t limited to oils, capsules, and tinctures. Several CBD products are available across the globe, including CBD makeup, CBD bath bombs, CBD toothpaste, CBD bed sheets, and CBD treats for dogs.


CBD is unique in that it addresses many different issues. The following 2022 CBD Consumer Trends and Statistics provide a snapshot of how consumers are engaging with the plant.


These CBD statistics have been compiled from American Marijuana, Global Market Insights, and CBD Oracle to assist in uncovering the essential information on CBD, users, and the market.


Why Do People Use CBD?

CBD has tons of potential uses, ranging from easing the symptoms of specific medical conditions to more general uses like easing anxiety or for general wellness. But what do the statistics say about why people use CBD?


When people were asked to choose their primary reason for using CBD, they responded:

  • Medical: 9%

  • Pain: 41%

  • Unwinding: 33%

  • General wellness: 18%

The overall results vary a little if people are allowed to choose more than one response. So the percentages here add up to more than 100% but they give a broader picture of why people use CBD:

  • Medical: 23%

  • Pain: 58%

  • Unwinding: 60%

  • General wellness: 48%

Notably, while pain is still a very popular reason for using CBD, when people can choose more than just a primary reason, it’s clear that unwinding is the most common explanation for CBD use. We’ll go into a bit more detail about this in a moment, but it makes sense that many people who use CBD for a specific purpose would also do so to unwind. So pain is the most likely specific reason for using CBD, but more general use for unwinding is more common.


Most of these entries aren’t especially specific, but the survey did find out more specific answers too. Of the people choosing “medical” from the above list, the breakdown is:

  • Treating condition: 70%

  • Gastrointestinal conditions: 14%

  • Managing side effects: 11%

  • Reducing spend on other medications: 5%

Of those choosing “unwinding,” the breakdown is:

  • Anxiety: 56%

  • Relaxation: 22%

  • Stress reduction: 21%

For those choosing “general wellness,” they were specifically referring to:

  • Overall wellness: 32%

  • Falling asleep: 31%

  • Sleep quality: 10%

  • Mood: 5%

  • Energy: 1%

  • Fitness training: 1%

  • Other: 18%


What Type of CBD Do Most People Use?

CBD comes in a variety of forms, and even though tinctures/oils are the most “traditional” form, it really doesn’t capture how people use CBD in 2021. The breakdown looks like this:

  • Oils: 38%

  • Topicals: 19%

  • Food/drink: 18%

  • Flower/vape pen: 15%

  • Capsules: 7%

Although CBD oils are still the dominant form of CBD used, there is a lot of competition from topical balms and salves, food and drink products, flower and vaping in particular.


The types of CBD used also vary a little based on the reasons people have for using CBD. For medical users, the breakdown looks like this:

  • Oils: 45%

  • Topicals: 18%

  • Food/drink: 11%

  • Flower/vape pen: 9%

  • Capsules: 14%

For people using CBD for pain, the breakdown is:

  • Oils: 40%

  • Topicals: 29%

  • Food/drink: 11%

  • Flower/vape pen: 11%

  • Capsules: 6%

For people using CBD to unwind:

  • Oils: 38%

  • Topicals: 9%

  • Food/drink: 24%

  • Flower/vape pen: 21%

  • Capsules: 5%

And finally, people using CBD for general wellness prefer:

  • Oils: 32%

  • Topicals: 13%

  • Food/drink: 25%

  • Flower/vape pen: 17%

  • Capsules: 9%

There are many things to note here, but the most striking is that people using CBD for medical purposes choose capsules much more than other groups. This makes sense in that it feels more like “medicine” if you’re taking a pill, but a greater-than-average amount also choose oils.


Additionally, people who are using CBD for pain are the most likely to use topicals by a substantial margin. And finally, vape pens or flower are most popular with people using CBD to unwind or for general wellness, being an uncommon choice for medical use


How Many People Use CBD?

Use of CBD in the US has been increasing over recent years, but based on data from 2020, around 18% of the population has ever tried CBD. This can also be broken down by frequency of use:

  • At least once a day 21%

  • Once to a few times a week 19%

  • Once to a couple of times a month 17%

  • A few times per year or less 18%

  • Only tried once or twice 25%


How Do CBD Users Break Down By Age

It probably won’t come as much of a surprise that CBD users skew a little young overall:

  • 18 to 34: 23%

  • 35 to 54: 21%

  • 55 and older: 14%


Giving and Receiving Recommendations

One of the factors identified by New Frontier and others who’ve analyzed the CBD industry is the importance of recommendations when it comes to the use of CBD and interest in it. The statistics show that the vast majority of CBD consumers have been recommended CBD:


  • Has someone recommended CBD to you in the past? (% Saying Yes)

  • Consumers: 84%

  • Non-Consumers: 28%

  • All: 39%


And users are fairly likely to have recommended CBD to others too:

Have you recommended CBD to others? (% Saying Yes)

  • Consumers: 56%

  • Non-Consumers: 7%

  • All: 17%

The high proportion of CBD users who’ve been recommended CBD in the past and the fact that the majority go on to recommend it to others shows that social relationships and peer recommendations are a key part of the CBD market and its rise in popularity.



  • In 2021, cannabidiol (CBD) generated over $5.3 billion USD in product sales revenue through both online and in-store transactions.

  • By 2024, the market is expected to develop exponentially, with estimated sales amounting to $12 billion USD – an increase of $6.7 billion USD from 2021.

  • California sold the most CBD products across the United States in 2021. With sales reaching $24.9 million USD (36% of market share) by May. However, it’s worth noting that sales are declining in California and other states with recreational cannabis.


  • The majority of online CBD sales come from specific CBD brands. While many companies strive for customer retention, this is likely due to the fact that customers can learn about brand-specific information (i.e. CoA, manufacturing process, etc.) through a company’s website.

  • A brand’s website also usually provides customers with the most deals (i.e. coupons, subscription services) for savings.

  • As runner-ups, CBD sites selling multiple brands and Amazon.com likely found a market by offering a versatile selection of products. Notably, specialty CBD products (such as CBD inhalers, lollipops, etc.) cannot be purchased through the majority of large brands


CBD beverage sales are projected to pass CBD edible (gummies, confectionery, snacks, etc.) sales by 2025. Likely due to the growing trend of CBD cafes appearing across the country.


SOURCES:



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