Water infused with CBD is a hot item right now, with more and more brands on the market developing their own technology to manufacture CBD drinks and get them onto shelves. A couple of years ago, price points were well-above average for CBD water, and can still be higher than a cup of a daily coffee.
In 2018, for example, CBD Living Water retailed at $10 for a 16.9 oz bottle of water with 25-mg of “nano-CBD”, while their 25-mg gel capsules cost only $4.00 each. (That’s the same dosage for 40% of the price!) In early 2021 however, the same brand retails their 16.9 oz “nano-CBD” water at $3.99, but with 10-mg. Are low-dose beverages worth it?
While quality oil tinctures can provide pain-killing and anxiety-reducing effects, CBD water offers a micro-dose in comparison. Nanotechnology is leveraged to make tiny CBD particles that are easy for the bloodstream to absorb. However, CBD water manufacturers contend that the bioavailability of CBD tied to water molecules is significantly higher than that of capsule or edible products. This means that a lower dosage is required to achieve the same levels of analgesic or relaxing effects.
As the debate remains over how effective high-bioavailability CBD actually is, these beverages may be seen as a short-term fad rather than a long-term, sustainable product category.
So is CBD water just a trend? That’s unlikely because the demand for CBD-infused water products certainly exists – and we expect it to grow rapidly when mainstream capital enters the market. The mainstream infused water space is already increasing in popularity, trending especially among consumers looking for sugar-free alternatives to sodas. And this demand goes beyond water beverages to functional beverages of all varieties.
Dive into the results of the latest Functional Beverage report
To recoup soda’s declining revenues, beverage giants are looking to add CBD line extensions to their current portfolios. The hope is to remain on-brand while leveraging their existing followers in order to compete with beverages already successful in the space (e.g. CBD Living Water). CBD products like this can give them an easy avenue. For example, Coca-Cola’s addition of a CBD-infused water line to its Glaceau SmartWater brand is a natural fit.
As a result of this looming interest and capital influx, Brightfield Group expects water to drive a solid portion of the growth in the CBD drinks segment which is forecasted to sell over one billion dollars in product in 2022.
Is it simply for anyone's hydration needs? Major manufacturers claim their water is designed to deliver daily CBD doses to complement a wellness-focused lifestyle. With prices averaging to match a fancy Starbucks coffee latte, CBD water is a growing commodity. Similar to many other products on the market for daily CBD intake, there is a CBD water option for just about anyone.
For a shorter recovery time, Nanocraft CBD certainly thinks this is the right move. They currently offer water products specifically for athletes to drink before and after a workout (with vitamin B12 for energy and electrolytes for recovery).
For fans of sparkling water á la LaCroix, CBDNaturals' Hemp Rain is betting on it with a line of CBD-infused flavored sparkling waters and unique flavors. To add more fizz to the mix, their proprietary blend -- termed PhytoFX+™ -- includes phytocannabinoids and terpenes that promise a refreshing boost to the body and mind.
For fans looking to stay cool, calm, and collected, Recess beverage company promises a reset and a rebalance in their CBD infused water. With several fruity flavors available and transparency about their natural ingredients, the brand offers an easy, natural way to feel calm in high-anxiety times.
The answer is likely yes, via all of the above, and more. CBD water had marked early success as the concept and science surrounding it emerged. Now, those looking to maintain and expand their sales in this competitive space must effectively target the various consumer groups interested in CBD water’s unique properties, innovating and adjusting sales strategies to tap into what we expect will be a lucrative corner of the market over the longer term.
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Last update: 2/17/2021