Brands Urged to Capitalise on Customer CBD Demand

February 5, 20202min

Customer demand for cannabis-derived CBD products in the UK has skyrocketed, with brands urged to capitalise on the trend as consumers increasingly aim for healthier lifestyles.

Ecommerce specialist Bloomreach has released data showing CBD products have seen a 1300 percent year-on-year rise in searches online – soaring to over 31,000 in January alone. Sales of CBD-related products are up 1219 percent year-on-year compared to January 2019.

Derived from cannabis, which is currently an illegal Class B drug in the UK, cannabidiol (CBD) is one of the non-psychoactive cannabinoids found in the plant that consumers use for pain relief and its anti-anxiety and anti-inflammatory properties.

The ingredient, which is legal in its derived form, is contained in products including edibles, oils, balms, and vape liquids, and its rise in popularity is attributed to customers seeking healthier lifestyles.

Michael Schirrmacher, UK MD at Bloomreach, said: “CBD is a largely untapped market with no clear market leader in the UK. This leaves the door wide open to any brand who wants to push these products as an alternative to traditional segments.

“Retailers who are considering turning CBD into one of their differentiators would do well to start communicating about these products online to meet the expectations of ecommerce-savvy Brits before large players harness it to attract health-conscious customers.

“Brands have access to huge amounts of data, from the products that resonate best with their customers to the way their audiences like to shop. This gives them a great avenue to explore how they can introduce CBD-related products to their audiences, and whether the trend is right for them.

“Now, they just need to crunch their data to see how the can use CBD to boost their sales or reach new customers, and how to do so.”

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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