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.
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.
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.
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.
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.