As CBD continues to gain traction as a sought-after ingredient, consumer packaged goods (CPGs) have ample opportunities to enter this evolving market and establish their presence. A 2019 survey by High Yield Highlights revealed that 40% of consumers are open to trying CBD, and this willingness increases when consumers have access to more information about it, as noted in a report from FMCG Gurus referenced by Natural Products Insider. Additionally, the recent trend of more states legalizing cannabis, coupled with the new Biden administration and a Democratic-controlled Congress, may ease regulatory challenges.
Currently, manufacturers primarily utilize CBD for its calming effects. In January, Truss CBD USA, a joint venture predominantly owned by Molson Coors Beverage Company and in collaboration with Canadian cannabis producer Hexo, launched Veryvell—a line of sparkling, nonalcoholic CBD beverages designed to help consumers “chill.” In June, Ocean Spray’s Lighthouse Innovation incubator introduced the CarryOn line of sparkling CBD water, which includes varieties aimed at enhancing focus and promoting relaxation. Recently, Constellation Brands-owned Canopy Growth launched Quatreau, a CBD sparkling water available online in states where CBD is legal, targeting stress management, moments of calm, and wellness.
According to the Evergi report, the potential for CBD extends beyond relaxation. Food and beverage manufacturers are already addressing immunity concerns by incorporating ingredients like ginger and vitamins C and D. Demand for less common ingredients, such as elderberry, has surged over the past year as consumers strive to bolster their immune systems. While CBD has made strides as a sleep-supporting component, it still faces competition from other alternatives. For instance, PepsiCo recently introduced Driftwell, a beverage designed to enhance sleep, featuring 200 mg of L-theanine and 10% of the daily value of magnesium, both of which promote relaxation.
However, the primary challenge facing CBD as an ingredient remains the lack of comprehensive regulation regarding its use in food and beverage products. Although several prominent CPG companies, including Unilever’s Ben & Jerry’s and Mondelez, have expressed interest in integrating CBD into their offerings, the absence of federal regulation has hindered product launches. Nonetheless, as consumers increasingly value CBD for its functional properties, it may be worthwhile for CPG companies to explore product development, such as calcium citrate chews infused with CBD, while awaiting clearer regulations.