Hemp-derived THC products are taking the U.S. by storm. In Q2 2024, 5.6% of U.S. adults surveyed reported using Delta-8 THC products, not to mention the wide array of other psychoactive compounds available for purchase. However, consumers often find it challenging to understand the differences between hemp-derived THC products and other cannabinoid products, like cannabis and CBD. For instance, open-ended responses in our CBD surveys frequently mentioned psychoactive cannabinoids and hemp-derived THC brands. Many consumers also reported purchasing these products from dispensaries, confusing hemp products sold at smoke shops for regulated cannabis.
To address this confusion, Brightfield Group conducted a survey in H1 2024, asking hemp-derived THC users about their history, usage, and preferences. This survey included an informational video and chart clearly defining the differences between CBD, cannabis, and hemp-derived THC products to improve data reliability.
Overlapping Cannabinoid Usage
Overlap across cannabinoid industries is extremely high. In H1 2024, 71% of hemp-derived THC consumers reported using cannabis, while 65% had bought CBD within the past six months. However, despite using various cannabinoid products, many consumers lack knowledge about the products they utilize. As an example, only about 56% of respondents identified Delta-9 THC as the primary psychoactive compound in cannabis.
Consumer Motivation and Market Dynamics
The question remains - what is drawing consumers into the market? Well, the primary reason consumers purchase hemp-derived THC is its accessibility, selected by 36% of respondents. Cannabis legality is also a key factor, with many consumers utilizing hemp products in the absence of a state-regulated market. Other common reasons for using hemp THC products include preference for taste/flavors, acceptability of public usage, and the milder effects some hemp products provide.
The data clearly shows that hemp-derived THC is emerging as a strong competitor to established cannabis markets. Eighteen percent of survey respondents reported switching from using cannabis to hemp-derived THC. Additionally, nearly 22% of respondents were new to cannabinoids through hemp-derived THC, indicating that, for some, these products serve as an entry point into the cannabinoid world.
Profiling the Hemp-Derived THC Consumer
What does the typical hemp-derived THC purchaser look like? Demographically, hemp-derived THC consumers skew slightly male, younger, lower income, and less educated than CBD users, especially those purchasing higher dosage products. Low-dose gummy consumers, however, tend to be higher educated and higher income, while still skewing younger and male.
Most hemp-derived THC consumers prefer in-person purchases. While only one in five shop via a brand’s website, over half buy from smoke/vape/head shops, and nearly 40% purchase from dedicated hemp retailers. Gummies are the most popular product format, with over 60% of respondents using them. Inhalables like flower, pre-rolls, and vapes also perform well. About 30% of respondents preferred multiple smaller dosage gummies, rising to 42% for drinks, indicating a niche of “microdosers” not simply seeking high THC concentrations. Furthermore, 58% of consumers reported using gummy dosages of 5 mg or less, while just 20% preferred over 10 mg per dosage.
Navigating the Evolving Hemp-Derived THC Market
Understanding these consumer trends and preferences is invaluable for businesses operating in the hemp-derived THC space. Insights into consumer demographics, purchasing habits, and product preferences, among many other potential data points, can help provide a roadmap for growth and innovation, ensuring businesses can effectively navigate and thrive within the evolving landscape of the hemp-derived THC industry.
Conclusion
The rise of hemp-derived THC products presents both opportunities and challenges. As the market continues to evolve, staying informed about consumer behaviors and preferences will be crucial for businesses looking to succeed. By leveraging data from surveys and social listening, companies can better understand and meet the needs of their customers, driving innovation and growth in this dynamic industry.
