Author: Nicole Brown (OBX Chief Revenue Officer)
Mar 4, 2021 – 8 min read
Groundbreaking advancements have dominated the cannabinoid market over the past decade with some of the industry’s largest brands seeing double-or triple-digit year-over-year growth.
Although constant growth has been the theme of this past decade, constant change now defines it. And there’s plenty of that ahead in 2021. From exciting newcomers to established powerhouses, OBX sees more and more brands taking a valiant, intelligent approach to product development. Here are the most watch-worthy trends for cannabinoid products this year, along with the trend-setting brands that are blazing the trail.
Focus On Need States, Such As Stress and Anxiety:
Exploding anxiety rates and associated mental health issues will provide hemp and cannabinoid brands with new opportunities to promote the efficacy of cannabinoids. We already are seeing increased focus on this niche, need-state market, and catch-all CBD product development and messaging (“CBD is good for everything and everyone”) will be replaced with more targeted product innovation and marketing campaigns.
- More than 25% of new market entrants purchased cannabinoids to cope with pandemic-related stress and anxiety, according to High Yield Insights.
- With more than 83% of U.S. employees reporting mental health issues, and a whopping 67% of U.S. employers projecting a mental-health crisis within the next two years, we project heightened partnership and growth opportunities in cannabinoid products focused on stress, anxiety and sleep.
Uncle Bud’s: Co-Founder Garrett Greller suffered from arthritis in his knees, backs, hips, & ankles since the age of 14. After wasting thousands of dollars on medicines that did NOT work and had terrible side effects, Garrett feared he was going to live in pain forever. Garrett was on a mission to find a natural solution that actually worked, and had no side effects. Garrett worked with the Uncle Bud’s team to formulate a hemp-based natural solution that could work for the millions of Americans who suffer from daily aches & pains. Uncle Bud’s Topical Pain Reliever was the first product developed, from this they have recently expanded their line of hemp products to include sleep, energy, and multivitamin products.
Immune Health Supplements:
Cannabis is celebrated for the benefits it offers in the management of certain medical conditions. As awareness around cannabis grows, consumers are becoming better versed in the therapeutic potential of cannabinoids in the treatment of specific autoimmune diseases, inflammation, and gastrointestinal disorders.
An elegant connection exists between the body’s endocannabinoid system (ECS) and its immune system. The ECS is generally considered to be one of the gate-keepers of the immune system, preventing the onset of overwhelming inflammatory responses that may result in disease. The ECS can also influence the function of immune cells.
A 2020 review found robust evidence that CBD suppresses certain inflammatory responses in the immune system and may induce cellular death in immune cells. Immune cell death isn’t always a bad thing—it’s a normal part of the cellular life cycle, and helps to protect a person by alleviating inflammatory responses.
At the beginning of 2020, over 50% of consumers reported increasing their immune supplement consumption. (1)
The global immune health supplement market is forecasted to grow by 9% annually between 2019 and 2025, with a particular focus on prevention. (1) Ingredients that are commonly used for immune support and are expected to contribute to this growth include:
- Medicinal herbs (e.g., astragalus, echinacea, elderberry, garlic)
- Medicinal mushrooms (e.g., chaga, lion’s mane, reishi)
- Multivitamins
- Probiotics
- Vitamins, particularly vitamins C and D
- Zinc (1)(3)(9)(12)
Medterra Wellness: In January, Medterra announced the launch of its Immune Boost Bundle, including proven wellness boosters, adaptogens and botanicals combined with naturally formulated CBD in drops and gummies to proactively support a strong immune system. The products combine botanicals, adaptogenic herbs and plants, medicinal mushrooms, organic functional ingredients + CBD in innovative combinations, offering holistic immune support .
Qulture: Anqunette Sarfoh, is the Detroit-based former Fox 2 news anchor who gave it up to pursue business related to medical marijuana. Sarfoh was diagnosed with multiple sclerosis, an autoimmune disease, and she credits cannabis for helping her manage. She is rolling out a new line of medical products featuring the cannabinoids CBD, CBG, THCV, and others. Qulture’s products include a Relief Tincture, with 600mg CBD and 600gm CBG, and an Energy Tincture, with 300mg THCV, and she has started a series of “tea parties” to help people understand cannabinoids and medical marijuana better.
“Within an hour I try to have a dialog about a health or wellness issue that cannabis can sometimes help with, how to use it safely effectively,” Sarfoh says. “The tea parties are a chance to get questions answered by a medical professional. There is an open dialog with medical professionals; we want people to feel comfortable.”
Organic, Natural, and Clean Products:
Generally, we’ve seen a shift in consumer trends this past year towards natural, clean, and organic products. A Bloomberg report released earlier in 2020 revealed that COVID-19 had accelerated organic food sales in the US due to increased demand for health-conscious foods and drinks. For example, organic food and beverage sales surged 25 percent during the 17-week period ending June 27.
Looking forward to 2021, we believe the demand for plant-based ingredients will be high this year across the natural products industry. In terms of ingredient trends, “botanical ingredients including hemp CBD, sea buckthorn, shea, bakuchiol, and radish extract are on the rise in the natural personal care space.”
USDA organic certification, which advances the clean label movement by requiring processes and ingredients to be verified by an independent regulator. This certification also allows consumers to feel more confident about the products they’re purchasing. According to researchers, “… often health-minded individuals are more likely to purchase organic food. Health reasons for buying organics often include a general ‘It’s healthier than conventional’ statement from consumers, and 34% of individuals in one poll said they want to avoid toxins in their food that they perceive as unhealthy.”
With decades of patented food-grade supercritical CO2 extraction expertise, OBX selected a partner to offer OBX the ability to provide USDA-Certified Organic Ingredients. Our process starts with USDA-Certified Organic whole plant hemp biomass from our network of carefully vetted farmers, who hold proper certifications. Using a food grade method for extraction and remediation, our certified organic ingredients retain high levels of naturally occurring CBD & other minor cannabinoids. We remove the THC rather than converting or degrading it into other unknown isomers.
Prima: In less than two years in market, Prima has established itself as an industry leader, evidenced by its unwavering commitment to superior quality, consumer education, clinically tested efficacy, self-imposed health and safety standards. Prima was also the first CBD brand to be a Public Benefit Corporation (PBC), MADE SAFE Certified and achieve B Corp status. Prima launched 9 wellness products in the summer of 2019 at prima.co, and has been rapidly expanding its availability in specialty retail (Erewhon, Standard Dose, Pharmaca, Calmist, Knockout Beauty, Thrive Market, and more), and announced a retail partnership with Sephora in early 2020.
Complementary Ingredients:
We’re seeing more and more brands (smartly) use cannabinoids as the anchor to a more complex formulation of value-add ingredients. We foresee cannabinoids evolving more into that space rather than being perceived and sold as a silver bullet all on its own (unlike THC). We’ve found that these more sophisticated formulations, targeted at supporting specific wellness needs (e.g., sleep, anxiety, stress, pain) are easier for the customer to understand and largely quite effective.
Collagen: Many in the beauty and wellness industry continue to boast about the incredible benefits cannabinoids and Collagen can offer. Collagen is the body’s main protein component of connective tissue, and makes up about 25% to 35% of the whole-body protein content.
Scientists have discovered in clinical trials that combining these two super nutrients improved skin health and anti-aging effects by increasing the skin’s hydration, and repairing regenerative tissues. In a study conducted by George W. Booz, it was found that CBD oil demonstrated potent antioxidant properties in managing oxidative stress. Oxidative stress triggers skin aging as well as the depletion collagen, making CBD oil a major advantage in increasing collagen levels.
Garden of Life and Ancient Nutrition are two examples of brands combining the therapeutic benefits of Collagen and CBD to support healthy joint function and to promote healthy skin and nails.
Functional Mushrooms: Medicinal mushrooms — also called functional mushrooms — are increasingly relevant, much like cannabinoids, because of their ancient healing powers on an array of modern-day ailments. Due to increasing awareness about the power of these ingredients, this market is expected to increase substantially at a 7.2% CAGR, with an anticipated market size of $556 billion dollars in the next 7 years.
These fungi superfoods contain bioactive compounds that have been shown to have health-enhancing effects in the body, bringing with it a combination of unique healing properties. In a subtle, natural way, mushrooms normalize and optimize body system functionality. These ingredients include Chaga (Inonotus obliquus), Reishi (Ganoderma lucidum, Ganoderma tsugae), Lion’s mane (Hericium erinaceus), Cordyceps (Cordyceps sinensis, Cordyceps militaris), Maitake (Grifola frondosa), Shiitake (Lentinula edodes), and Turkey tail (Trametes versicolor).
Caps by Cookies: Cookies launched an innovative new product line that combines mushrooms – medicinal but not psychedelic, terpenes, CBD, CBG, and CBN, for a non-psychoactive, uplifting experience. The line debuted with two iterations: Clarity, meant for daytime consumption, and Bed Head, intended for the nights.
Troscriptions: Blue Cannatine smart troches were developed by Dr. Ted Achacoso under the company name Troscriptions. Its name Blue Cannatine is a combination of its ingredients: Methylene blue, Caffeine, Cannabidiol, and Nicotine.
Mental Health Supplements:
The number of people diagnosed with a mental health disorder was 1 in ten people globally – and anxiety outpaced those suffering from depression, making it the most prevalent mental health disorder. Now, many people are turning to CBD to treat their mental health disorders, rather than commonly prescribed treatments.
In 2019, the consumer research firm Hartman Group identified the prevalence of anxiety, depression, fatigue, and stress as motivating factors for individuals to prioritize their mental and emotional health. (13) With the many routine disruptions and additional stressors resulting from the pandemic, including social isolation, supporting mental health has now become even more essential. (14)
These health concerns are reflected in supplement trends. A recent insights report by Coherent Market Insights anticipates that the global brain and mental health supplement market will grow at a rate of 8.5% in the next six years, reaching over $13 million USD in 2027. (2) Popular supplement ingredients in this supplement trends category include:
- Acetyl-L-carnitine (ALCAR)
- Alpha-glycerophosphocholine (Alpha-GPC)
- Citicoline
- Docosahexaenoic acid (DHA)
- Herbal extracts (e.g., curcumin, ginkgo biloba, ginseng)
- Lion’s mane mushroom
- Vitamins, particularly B-complex vitamins and vitamins C and E (2)
Barker Wellness Travis Barker, the drummer, writer and producer launched Barker Wellness, a new line of cannabinoid-infused products targeting three main areas of focus: sleep, maintenance, and recovery. The product lineup includes THC-free tinctures, a pain relief cream, and “snap packets” (pre-measured tinctures in individually wrapped squeeze packages) designed to be used on their own, or simultaneously to “work harmoniously to promote full mind and body wellness.”
PYM, a line of all-natural amino acid-infused chews that have proven mental health benefits. Founded by Zak Williams, the goal was to create a company that truly advocates for mental health support in whatever way works best for the individual. When you think of PYM, Williams doesn’t want you to think about just one kind of product, but rather mental health advocacy in all forms. “I started PYM with the lens of creating a brand that stands for mental health support like Red Bull stands for energy,” Williams said.
Pet Supplements:
Mirroring the human supplement category, sales of pet supplements also skyrocketed in 2020. According to a 2020 Pet Industry Green Paper, 74% of current CBD consumers have pets, and nearly a quarter of American pet owners regularly use CBD for themselves, their pets, or both. Interestingly, the data indicate that dog-owners between the ages of 25-34 contribute most significantly to the pet-supplement industry compared to other generations. Similarly, dog-owners spend up to four times as much on their pets than cat-owners, accounting for 78 percent of pet supplement sales.
OBX offers a portfolio of pet product formulations and finished products, and here are a few of the most interesting CBD companies that are shaping the future of canine supplements.
Martha Stewart: With her quick wit—and a hint that there is more to her than meets the eye—at 79, Stewart is as popular as ever. She has been hailed as the Queen of Quarantine with her Instagram posts of her farm, an idyllic place with luxurious farm-fresh dinners, good wine, and miles of gardens. So it was only fitting when she debuted her CBD line of oils and gummies (or pâte de fruits, as she calls them) in September to bring all her fans some much-needed chill. Now, she is launching CBD dog treats, all tested and approved by her four dogs (two French bulldogs, Bête Noire, and Crème Brûlée, and two Chow Chows, Emperor Han and Empress Qin).
“We very successfully launched our beautiful line of gummies based on my idea of what a gummy should taste like—which is a pâte de fruit—the lovely French confection which is often served at the end of a delicious gourmet meal. And it occurred to me that dogs, too, like good taste,” Martha said during a roundtable focused on the new product category, including:
- Martha Stewart CBD Calm Chicken and Cranberry Flavor Soft Baked Chews, $22.99, shopcanopy.com.
- Martha Stewart CBD Well Drops Chicken Flavor Oil Drops, $39.99, shopcanopy.com.
- Martha Stewart CBD Mobility Chicken and Blueberry Flavor Soft Baked Chews, $24.99, shopcanopy.com.
Paw CBD from cbdMD, Inc. Made with quality ingredients for flavor and texture, and properly sourced with cbdMD’s patent-pending broad spectrum formula, Paw CBD’s veterinarian-formulated CBD Hard Chews for Dogs combine the properties of premium THC-free CBD oil with peanut butter. Paw CBD’s CBD Hard Chews for Dogs earned 2021 Product of the Year honors in the CBD Pet category.
Super Snouts: Super Snouts has a product line featuring scientifically engineered and veterinarian formulated products, including tinctures, chews, softgels, peanut butters, and topicals.
Closing Thoughts:
What is becoming very discernable in these different segments of the wellness category is that cannabinoids can act as either the ingredient hero or be a member of the supporting cast. Whatever the ingredient selection, our analysis shows that product developers and brands are being asked to formulate products that work and solve a specific need state or elevate a desired experience.
While the health and wellness consumers continue to become more and more educated about the quality of ingredients behind their products and the story behind brands’ ingredient selection, it is imperative that brands continue to step up to the challenge to meet these consumers where they are at.
Author: Nicole Brown (OBX Chief Revenue Officer)
Mar 4, 2021 – 8 min read
Groundbreaking advancements have dominated the cannabinoid market over the past decade with some of the industry’s largest brands seeing double-or triple-digit year-over-year growth.
Although constant growth has been the theme of this past decade, constant change now defines it. And there’s plenty of that ahead in 2021. From exciting newcomers to established powerhouses, OBX sees more and more brands taking a valiant, intelligent approach to product development. Here are the most watch-worthy trends for cannabinoid products this year, along with the trend-setting brands that are blazing the trail.
Focus On Need States, Such As Stress and Anxiety:
Exploding anxiety rates and associated mental health issues will provide hemp and cannabinoid brands with new opportunities to promote the efficacy of cannabinoids. We already are seeing increased focus on this niche, need-state market, and catch-all CBD product development and messaging (“CBD is good for everything and everyone”) will be replaced with more targeted product innovation and marketing campaigns.
- More than 25% of new market entrants purchased cannabinoids to cope with pandemic-related stress and anxiety, according to High Yield Insights.
- With more than 83% of U.S. employees reporting mental health issues, and a whopping 67% of U.S. employers projecting a mental-health crisis within the next two years, we project heightened partnership and growth opportunities in cannabinoid products focused on stress, anxiety and sleep.
Uncle Bud’s: Co-Founder Garrett Greller suffered from arthritis in his knees, backs, hips, & ankles since the age of 14. After wasting thousands of dollars on medicines that did NOT work and had terrible side effects, Garrett feared he was going to live in pain forever. Garrett was on a mission to find a natural solution that actually worked, and had no side effects. Garrett worked with the Uncle Bud’s team to formulate a hemp-based natural solution that could work for the millions of Americans who suffer from daily aches & pains. Uncle Bud’s Topical Pain Reliever was the first product developed, from this they have recently expanded their line of hemp products to include sleep, energy, and multivitamin products.
Immune Health Supplements:
Cannabis is celebrated for the benefits it offers in the management of certain medical conditions. As awareness around cannabis grows, consumers are becoming better versed in the therapeutic potential of cannabinoids in the treatment of specific autoimmune diseases, inflammation, and gastrointestinal disorders.
An elegant connection exists between the body’s endocannabinoid system (ECS) and its immune system. The ECS is generally considered to be one of the gate-keepers of the immune system, preventing the onset of overwhelming inflammatory responses that may result in disease. The ECS can also influence the function of immune cells.
A 2020 review found robust evidence that CBD suppresses certain inflammatory responses in the immune system and may induce cellular death in immune cells. Immune cell death isn’t always a bad thing—it’s a normal part of the cellular life cycle, and helps to protect a person by alleviating inflammatory responses.
At the beginning of 2020, over 50% of consumers reported increasing their immune supplement consumption. (1)
The global immune health supplement market is forecasted to grow by 9% annually between 2019 and 2025, with a particular focus on prevention. (1) Ingredients that are commonly used for immune support and are expected to contribute to this growth include:
- Medicinal herbs (e.g., astragalus, echinacea, elderberry, garlic)
- Medicinal mushrooms (e.g., chaga, lion’s mane, reishi)
- Multivitamins
- Probiotics
- Vitamins, particularly vitamins C and D
- Zinc (1)(3)(9)(12)
Medterra Wellness: In January, Medterra announced the launch of its Immune Boost Bundle, including proven wellness boosters, adaptogens and botanicals combined with naturally formulated CBD in drops and gummies to proactively support a strong immune system. The products combine botanicals, adaptogenic herbs and plants, medicinal mushrooms, organic functional ingredients + CBD in innovative combinations, offering holistic immune support .
Qulture: Anqunette Sarfoh, is the Detroit-based former Fox 2 news anchor who gave it up to pursue business related to medical marijuana. Sarfoh was diagnosed with multiple sclerosis, an autoimmune disease, and she credits cannabis for helping her manage. She is rolling out a new line of medical products featuring the cannabinoids CBD, CBG, THCV, and others. Qulture’s products include a Relief Tincture, with 600mg CBD and 600gm CBG, and an Energy Tincture, with 300mg THCV, and she has started a series of “tea parties” to help people understand cannabinoids and medical marijuana better.
“Within an hour I try to have a dialog about a health or wellness issue that cannabis can sometimes help with, how to use it safely effectively,” Sarfoh says. “The tea parties are a chance to get questions answered by a medical professional. There is an open dialog with medical professionals; we want people to feel comfortable.”
Organic, Natural, and Clean Products:
Generally, we’ve seen a shift in consumer trends this past year towards natural, clean, and organic products. A Bloomberg report released earlier in 2020 revealed that COVID-19 had accelerated organic food sales in the US due to increased demand for health-conscious foods and drinks. For example, organic food and beverage sales surged 25 percent during the 17-week period ending June 27.
Looking forward to 2021, we believe the demand for plant-based ingredients will be high this year across the natural products industry. In terms of ingredient trends, “botanical ingredients including hemp CBD, sea buckthorn, shea, bakuchiol, and radish extract are on the rise in the natural personal care space.”
USDA organic certification, which advances the clean label movement by requiring processes and ingredients to be verified by an independent regulator. This certification also allows consumers to feel more confident about the products they’re purchasing. According to researchers, “… often health-minded individuals are more likely to purchase organic food. Health reasons for buying organics often include a general ‘It’s healthier than conventional’ statement from consumers, and 34% of individuals in one poll said they want to avoid toxins in their food that they perceive as unhealthy.”
With decades of patented food-grade supercritical CO2 extraction expertise, OBX selected a partner to offer OBX the ability to provide USDA-Certified Organic Ingredients. Our process starts with USDA-Certified Organic whole plant hemp biomass from our network of carefully vetted farmers, who hold proper certifications. Using a food grade method for extraction and remediation, our certified organic ingredients retain high levels of naturally occurring CBD & other minor cannabinoids. We remove the THC rather than converting or degrading it into other unknown isomers.
Prima: In less than two years in market, Prima has established itself as an industry leader, evidenced by its unwavering commitment to superior quality, consumer education, clinically tested efficacy, self-imposed health and safety standards. Prima was also the first CBD brand to be a Public Benefit Corporation (PBC), MADE SAFE Certified and achieve B Corp status. Prima launched 9 wellness products in the summer of 2019 at prima.co, and has been rapidly expanding its availability in specialty retail (Erewhon, Standard Dose, Pharmaca, Calmist, Knockout Beauty, Thrive Market, and more), and announced a retail partnership with Sephora in early 2020.
Complementary Ingredients:
We’re seeing more and more brands (smartly) use cannabinoids as the anchor to a more complex formulation of value-add ingredients. We foresee cannabinoids evolving more into that space rather than being perceived and sold as a silver bullet all on its own (unlike THC). We’ve found that these more sophisticated formulations, targeted at supporting specific wellness needs (e.g., sleep, anxiety, stress, pain) are easier for the customer to understand and largely quite effective.
Collagen: Many in the beauty and wellness industry continue to boast about the incredible benefits cannabinoids and Collagen can offer. Collagen is the body’s main protein component of connective tissue, and makes up about 25% to 35% of the whole-body protein content.
Scientists have discovered in clinical trials that combining these two super nutrients improved skin health and anti-aging effects by increasing the skin’s hydration, and repairing regenerative tissues. In a study conducted by George W. Booz, it was found that CBD oil demonstrated potent antioxidant properties in managing oxidative stress. Oxidative stress triggers skin aging as well as the depletion collagen, making CBD oil a major advantage in increasing collagen levels.
Garden of Life and Ancient Nutrition are two examples of brands combining the therapeutic benefits of Collagen and CBD to support healthy joint function and to promote healthy skin and nails.
Functional Mushrooms: Medicinal mushrooms — also called functional mushrooms — are increasingly relevant, much like cannabinoids, because of their ancient healing powers on an array of modern-day ailments. Due to increasing awareness about the power of these ingredients, this market is expected to increase substantially at a 7.2% CAGR, with an anticipated market size of $556 billion dollars in the next 7 years.
These fungi superfoods contain bioactive compounds that have been shown to have health-enhancing effects in the body, bringing with it a combination of unique healing properties. In a subtle, natural way, mushrooms normalize and optimize body system functionality. These ingredients include Chaga (Inonotus obliquus), Reishi (Ganoderma lucidum, Ganoderma tsugae), Lion’s mane (Hericium erinaceus), Cordyceps (Cordyceps sinensis, Cordyceps militaris), Maitake (Grifola frondosa), Shiitake (Lentinula edodes), and Turkey tail (Trametes versicolor).
Caps by Cookies: Cookies launched an innovative new product line that combines mushrooms – medicinal but not psychedelic, terpenes, CBD, CBG, and CBN, for a non-psychoactive, uplifting experience. The line debuted with two iterations: Clarity, meant for daytime consumption, and Bed Head, intended for the nights.
Troscriptions: Blue Cannatine smart troches were developed by Dr. Ted Achacoso under the company name Troscriptions. Its name Blue Cannatine is a combination of its ingredients: Methylene blue, Caffeine, Cannabidiol, and Nicotine.
Mental Health Supplements:
The number of people diagnosed with a mental health disorder was 1 in ten people globally – and anxiety outpaced those suffering from depression, making it the most prevalent mental health disorder. Now, many people are turning to CBD to treat their mental health disorders, rather than commonly prescribed treatments.
In 2019, the consumer research firm Hartman Group identified the prevalence of anxiety, depression, fatigue, and stress as motivating factors for individuals to prioritize their mental and emotional health. (13) With the many routine disruptions and additional stressors resulting from the pandemic, including social isolation, supporting mental health has now become even more essential. (14)
These health concerns are reflected in supplement trends. A recent insights report by Coherent Market Insights anticipates that the global brain and mental health supplement market will grow at a rate of 8.5% in the next six years, reaching over $13 million USD in 2027. (2) Popular supplement ingredients in this supplement trends category include:
- Acetyl-L-carnitine (ALCAR)
- Alpha-glycerophosphocholine (Alpha-GPC)
- Citicoline
- Docosahexaenoic acid (DHA)
- Herbal extracts (e.g., curcumin, ginkgo biloba, ginseng)
- Lion’s mane mushroom
- Vitamins, particularly B-complex vitamins and vitamins C and E (2)
Barker Wellness Travis Barker, the drummer, writer and producer launched Barker Wellness, a new line of cannabinoid-infused products targeting three main areas of focus: sleep, maintenance, and recovery. The product lineup includes THC-free tinctures, a pain relief cream, and “snap packets” (pre-measured tinctures in individually wrapped squeeze packages) designed to be used on their own, or simultaneously to “work harmoniously to promote full mind and body wellness.”
PYM, a line of all-natural amino acid-infused chews that have proven mental health benefits. Founded by Zak Williams, the goal was to create a company that truly advocates for mental health support in whatever way works best for the individual. When you think of PYM, Williams doesn’t want you to think about just one kind of product, but rather mental health advocacy in all forms. “I started PYM with the lens of creating a brand that stands for mental health support like Red Bull stands for energy,” Williams said.
Pet Supplements:
Mirroring the human supplement category, sales of pet supplements also skyrocketed in 2020. According to a 2020 Pet Industry Green Paper, 74% of current CBD consumers have pets, and nearly a quarter of American pet owners regularly use CBD for themselves, their pets, or both. Interestingly, the data indicate that dog-owners between the ages of 25-34 contribute most significantly to the pet-supplement industry compared to other generations. Similarly, dog-owners spend up to four times as much on their pets than cat-owners, accounting for 78 percent of pet supplement sales.
OBX offers a portfolio of pet product formulations and finished products, and here are a few of the most interesting CBD companies that are shaping the future of canine supplements.
Martha Stewart: With her quick wit—and a hint that there is more to her than meets the eye—at 79, Stewart is as popular as ever. She has been hailed as the Queen of Quarantine with her Instagram posts of her farm, an idyllic place with luxurious farm-fresh dinners, good wine, and miles of gardens. So it was only fitting when she debuted her CBD line of oils and gummies (or pâte de fruits, as she calls them) in September to bring all her fans some much-needed chill. Now, she is launching CBD dog treats, all tested and approved by her four dogs (two French bulldogs, Bête Noire, and Crème Brûlée, and two Chow Chows, Emperor Han and Empress Qin).
“We very successfully launched our beautiful line of gummies based on my idea of what a gummy should taste like—which is a pâte de fruit—the lovely French confection which is often served at the end of a delicious gourmet meal. And it occurred to me that dogs, too, like good taste,” Martha said during a roundtable focused on the new product category, including:
- Martha Stewart CBD Calm Chicken and Cranberry Flavor Soft Baked Chews, $22.99, shopcanopy.com.
- Martha Stewart CBD Well Drops Chicken Flavor Oil Drops, $39.99, shopcanopy.com.
- Martha Stewart CBD Mobility Chicken and Blueberry Flavor Soft Baked Chews, $24.99, shopcanopy.com.
Paw CBD from cbdMD, Inc. Made with quality ingredients for flavor and texture, and properly sourced with cbdMD’s patent-pending broad spectrum formula, Paw CBD’s veterinarian-formulated CBD Hard Chews for Dogs combine the properties of premium THC-free CBD oil with peanut butter. Paw CBD’s CBD Hard Chews for Dogs earned 2021 Product of the Year honors in the CBD Pet category.
Super Snouts: Super Snouts has a product line featuring scientifically engineered and veterinarian formulated products, including tinctures, chews, softgels, peanut butters, and topicals.
Closing Thoughts:
What is becoming very discernable in these different segments of the wellness category is that cannabinoids can act as either the ingredient hero or be a member of the supporting cast. Whatever the ingredient selection, our analysis shows that product developers and brands are being asked to formulate products that work and solve a specific need state or elevate a desired experience.
While the health and wellness consumers continue to become more and more educated about the quality of ingredients behind their products and the story behind brands’ ingredient selection, it is imperative that brands continue to step up to the challenge to meet these consumers where they are at.
