BevCanna study looks into consumer preferences for CBD-infused beverages
BevCanna, a processor of infused cannabis beverages, announced the results of its extensive North American-wide consumer study, focused on product and consumer preferences within the nascent cannabis-infused beverage market.
The study found that while more Canadians are aware of THC-based cannabis products, and smokable/combustible forms of cannabis (joints, bongs, pipes) are currently the most common methods of consumption, it was CBD-based beverages that had the highest future purchase intent. Over 70 per cent of Canadian consumers would “definitely” or “probably” purchase CBD-infused beverages once legal.
The study also found that consumers across all regions see CBD-infused beverages as contributing to a healthy lifestyle. Among 25 product concepts and six different positioning territories surveyed, the top-performing include ready-to-drink spring water-based beverages, which consumers see as complementary to their quality of life and contributing to a proactive approach to their wellbeing.
While Canadian consumers would also consider THC beverages as a means to relax and unwind, they tend to associate THC with consumption occasions such as hanging out with friends, or social gatherings. The study also found that 45 per cent of Canadian consumers don’t associate cannabis with alcohol, viewing them as suitable for completely separate consumption occasions.
“The opportunity for brand builders is to leverage clean ingredients, in compelling and crave-worthy beverages that appeal to a health-conscious consumer,” said Emma Andrews, chief commercialization officer at BevCanna and registered nutritionist. “Our research indicates that consumers are eager to try infused beverages to reduce/relieve pain, at the end of the day to relax or unwind or to help them achieve more restful sleep, even if there are limitations on health claims connected to recreational/adult-use products. Ultimately the product has to deliver on the expected outcome.”
Infused beverages are expected to be legalized in Canada for October 2019.