Dive Deeper at i3 Event
Learn more insights firsthand from brands and retailers at i3, the Path to Purchase Institute's latest event from May 5-7 in Chicago. For more information and to register, visit experiencei3.com.
CBD Shoppers Soar By 510% – And More Likely to Be Older, Suburban, Female Parents
The buzz around CBD products is mounting across the U.S. as recognition and acceptance of its health-related benefits continues to spread. In fact, the number of CBD shoppers over the past year has increased a whopping 510 percent.
While state regulations on hemp-derived, ingestible CBD products currently vary, the Food & Drug Administration has approved all topical CBD products at the federal level. Even as CBD regulations continue to confuse consumers, studies show that interest in the category continues to bloom exponentially – with manufacturers introducing more CBD-infused topicals (analgesics, joint relief, lotions and creams), supplements, beverages and even pet care products.
Per Catalina Marketing’s Buyer Intelligence database, nearly all CBD shoppers (98%) currently purchase in just one category – and are more likely to put CBD products on their bodies rather than in it.
- 77% of CBD shoppers now buy topicals, 15% supplements, 5% beverages and 4% pet care products containing CBD.
- On average, the CBD buyer is currently only making 1.2 purchases per year, which represents a tremendous growth opportunity.
- Check out the shopping cart of a typical CBD buyer and you will see a keen desire to feel better; they tend to also purchase a range of non-CBD products for aching joints, bath salts, sleep aids, multi-vitamins and health-related supplements.
- While young, urban, male single households have historically consumed more CBD-infused products, new CBD purchasers are more likely to be older, suburban female parents (source: Numerator Insights)
See Path to Purchase IQ's special report on CBD.
Plant-Based Fans Don’t Just Buy Meatless – Non-Dairy Yogurt Buyers Accelerate 45%
On the plant-based product front, the number of buyers has increased 16% for meat substitutes and 7% for milk alternatives over the past year.
According to Catalina Marketing’s Buyer Intelligence database, people who want to cut back, but not cut meat out of their diets, are driving the plant-based movement into the mainstream. This broadening group now includes vegans and vegetarians, as well as health-seekers, flexitarians, and “earth-friendlies” (committed to sustainability).
- Within the 16% increase in buyers in the meat substitute category versus a year ago, shelf-stable and refrigerated products have seen a 39% increase, with frozen products up 8%.
- The fastest growing plant-based category is dairy-free yogurts (almond, coconut, soy), up 45% in number of buyers.
- Meat substitute heavy buyers are more than 2.5 times more valuable than the average meat substitute shopper: they make more than 14 trips to the store each year to buy frozen products and 12 trips to buy refrigerated ones.
- Meat substitute enthusiasts spend an average of $125.90 on frozen products and $105.37 per year on refrigerated items in this category.
Premium Pet Food
Heavy Buyers of Premium Pet Food are 3x more valuable than the average buyer of premium pet food
Per Catalina Marketing’s Buyer Intelligence database, the country’s love affair with its pets continues to deepen, as more is being spent on the health and wellness of dogs and cats – in that order.
- Sales of premium pet food and snacks are on the rise, with a 35% spike in dollar sales for refrigerated dog food and an 8% increase in refrigerated treats. Meanwhile, wet premium cat food sales increased by nearly 2%.