Wellness products are some of the most popular consumer goods. From face cleansers to vitamins, weighted blankets to mushroom coffee alternatives, consumers are looking for ways to stay well. Our wellness framework breaks down into four categories – physical, mental, social, and beyond the self. This allows us to analyze consumer need states and a product’s ability to meet these needs.
Before now, you’ve known Brightfield as the CBD and cannabis experts. We are very excited to expand into the larger wellness industry to address key pain points for many of our clients. Our solution offers a wider view of how consumers meet their wellness needs - not just through cannabinoids, but with all kinds of diverse products. As we begin covering the wellness space, cannabis and CBD is an important part of that market. After all, cannabis and CBD consumers report fulfilling their wellness needs with cannabinoids quarter after quarter in our consumer surveys.
CBD vs. Cannabis - What’s the Difference?
Before we jump in, we differentiate cannabis and CBD due to their differing legal status and effects. CBD includes all legal hemp/cannabis products under 0.3% while cannabis includes the THC-dominate products sold in states with legal cannabis. THC is the psychoactive compound in cannabis that produces the signature high of the plant. CBD is non-psychoactive, so does not produce any distinct mind altering effects.
Cannabinoids for Physical and Mental Wellness
Part of staying well is keeping your body functioning. As we age, we do our best to maintain our physical bodies; bodily health, nutrition, fitness, and sleep are all part of that. Keeping our bodies pain free, wanting eight hours of sleep, and getting enough vitamin B are all physical health concerns.
Coping and flow are our two main mental health concerns. Coping is how people deal with the trials of life – such as the loss of a loved one, a new job, or receiving bad news. Flow entails a mental state beyond coping, where someone is thriving and feeling tuned in to the world. Also described as being “in the zone,” flow helps articulate the ease at which someone moves through their life.
According to our latest consumer data, the top desired product effects for CBD consumers are physical relief, relaxation, and sleep.
Cannabis consumers top desired product effects are relaxation, sleep, and well-being.
Physical relief and sleep directly address the first category of wellness – physical health. Consumers have many options for products that promise a pain-free body and restful night, and many have found that in cannabinoid products. CBD and THC come in many forms, and product type matters. For example, CBD gummies consumers desire sleep more often, while those using tinctures are most likely desiring physical relief.
The second category of wellness – mental health – is addressed in consumers’ desire for well-being and relaxation. Whether to help cope with or thrive in the world, products for mental wellness need to effectively help consumers achieve their desired mental state.
Our cannabis consumer insights reveal 47% of consumers desiring relaxation say they treat anxiety with cannabis. Conversely, 64% of cannabis consumers with no medical conditions desire relaxation. The psychoactive high from cannabis is a well-known way to unwind and destress. Though CBD’s effects are more subtle, effective products are still winning over consumers.
The Social and Beyond the Self
The last two categories of wellness are not as represented in CBD as they are in cannabis. The social aspect of wellness deals with our personal relationships and connection to community. Social concerns can stem from societal expectations of how things should be done or social pressures to conform a certain way.
In terms of social wellness, only a small percentage of CBD users report desiring intimacy (9%) and fun (12%) from their products. Meanwhile 35% of cannabis users desire fun and another 19% desire connectedness.
The last category of wellness goes beyond the facets of wellness that form our sense of self. Our connection with nature, spirituality, and health of the earth varies by person. We can choose to connect with these parts of life to further understand ourselves through the relationship with something “other.” Cannabis use has a stronger connection with wellness outside the self. For example, 46% of cannabis users report using while engaging in outdoor activities, possibly to create a stronger connection to nature. Culturally, the altered state THC provides has tied its use to spirituality. Googling “cannabis use in religion” yields various assertions on historic and modern day spiritual cannabis use, not CBD use.
The Wider Scope of Wellness
Cannabis and CBD are just two options for achieving wellness. The same desire for relaxation could be met with an online breathwork course - a totally different category of wellness products. By understanding the tangible effects a consumer desires, we can see how cannabis and CBD are competing with a wide variety of wellness offerings.