2020 USA/Global Whole Cannabis/Whole Health Phase 2 Industry and Market Analysis Overview Report

2020 USA/Global Whole Cannabis/Whole Health Phase 2 Industry and Market Analysis Overview Report

This report is part of a 3 multi-phase methodology:
Foundational Insights
Phase 1: Consumer Qualitative: 9 discussion groups
Phase 2: Industry and Market Analysis:
5-year review of cannabis-related in-market activity
Phase 3: Quantitative Testing
Validate qualitative learning:
Online study of 5,000 General Population consumers
Interest levels for key categories, identify prime targets, drivers, etc.
Inclusion of NMI Proprietary Consumer Segmentation
This report includes analysis from Phase 2"


General Global Overview
Current market sizing is large, yet wide variations exist:
The cannabis market is rapidly growing and expected to show further significant growth in coming years. The challenge is no one can accurately quantify it and it is difficult to get the experts to agree on the figures. The only consensus is that it will continue to grow substantially.
There are many factors which add to the inconsistencies in sizing the market
What’s included in the figures?
Legalized?
Medical?
Geography?
CBD?
Hemp?
Marijuana?
THC?
And there are multiple factors, that if change, can have significant impact on the market growth…
Legalization
Regulations
Taxation
Decriminalization
US total CBD product sales by 2022
Projections for US total CBD sales by channel – marijuana, hemp and pharmaceuticals
US dispensary channel CBD branded product sales by category
Total global forecast of legal cannabis market in 2024
Total global forecast of medicinal cannabis market in 2024
Global medical marijuana market set to take off
Global forecast of legal recreational cannabis market in 2024
US past 5 year Google searches on CBD, both News and Shopping searches trending
US past 5 year Google News searches comparing CBD and marijuana
US past 5 year Google News searches comparing CBD, hemp and marijuana
Black Friday and Green Wednesday: shoppers take advantage of cannabis sales
How changing legalization laws and offering greater access will greatly impact the U.S. market
Legalization issues: still a lot to learn
The FDA understands regulations are necessary and is working in that direction
The Farm Bill has brought immense changes to the industry
The Impact of the MORE Act: breaking down barriers
Perspective on public health and market changes as a result of legalization
Concerns of marijuana use among the young to older consumers… what are the implications?
The agricultural benefits of hemp are numerous
Product Analysis – US Market
Market & Product Analysis – Methodology
A comprehensive overview of this state of the industry & future trends.
NMI conducted a 5-year review of product introductions both in the US and globally of products which included cannabis, cannabidiol (CBD) or hemp. (Including THC and marijuana did not increase the number of offerings.)
Analysis was conducted both in Total and by Food & Beverage and Personal Care categories.
Certain analysis utilized Mintel’s Global New Products Database (GNPD) which tracks consumer packaged goods launches in 86 markets.
NOTE: GNPD does not report products with a retail price >$25USD, so market projections will be provided.
CBD is an emerging but enigmatic market
Assessing market size by product category is also a challenge. There are such wide variations on pricing as an ounce of CBD oil might cost anywhere from $30 to more than $200. Many factors play into cost such as size, strength, type of product, quality, testing methods, marketing costs, among other variables.
The market analysis includes details on new product introductions over the past 5 years, but is limited to offerings ~$25 or less offering keen insights into the breadth and depth of consumer offerings in this growing market.
Top 5 US CBD brands
Total US introductions in past 5 years across all categories
Total US introductions in past 5 years by claims
Total US introductions in past 5 years by ingredient
Total US introductions in past 5 years by brand
Product Analysis – Global Market
Total Global introductions in past 5 years across all categories
Total Global introductions in past 5 years by category
Total Global introductions in past 5 years by claims
Total Global introductions in past 5 years by ingredient
Total Global introductions in past 5 years by country
US Product Analysis – Food and Beverage Industry
Total US introductions in past 5 years of Food & Beverage categories
Total US Food & Beverage introductions in past 5 years by category
Total US Food & Beverage introductions in past 5 years by claims
Total US Food & Beverage introductions in past 5 years by ingredient
Examples of food and beverage introductions
New products with THC for retail sale
US Product Analysis – Personal Care Industry
Total US introductions in past 5 years of Personal Care categories
Total US Personal Care introductions in past 5 years by category
Total US Personal Care introductions in past 5 years by claims
Total US Personal Care introductions in past 5 years by ingredient
Total US Personal Care introductions in past 5 years by brand
Examples of introductions in past 5 years by brand

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