Table of Contents
Executive Summary
-
- Market overview
- Top takeaways
- Issues
- Brands will have some explaining to do
-
- Figure 1: Consumer awareness of differences between hemp and CBD, February 2020
- Interest in CBD is low
-
- Figure 2: Consumer Interest in CBD, February 2020
- Cannabeauty has more to prove
-
- Figure 3: TURF Analysis – Attributes, February 2020
- Opportunities
- Hemp is a natural addition
-
- Figure 4: Important product attributes, February 2020
- Interest outpaces use
The Impact of COVID-19 on Cannabeauty
-
- What you need to know
-
- Figure 5: Short, medium and longer term impact of COVID-19 on Cannabeauty June 2020
- Opportunities and Threats
- Stalled product education may stall trial
- Invite consumers to wash the stress away
- Shifting channel changes will accelerate
-
- Figure 6: Beauty retailers shopped, 2019
- Beauty is on the back burner, for now
-
- Figure 7: Changes in priority to consumer spending due to COVID-19, fielded May28-June 4, 2020
- A challenging supply chain is complicated further
- Impact of COVID-19 on the cannabis and BPC markets
- Beauty and personal care were pacing slow and steady
-
- Figure 8: Total US sales Beauty and personal Care products, 2014-19
- Cannabis, and cannabis ingredients, gain credibility in the eyes of the “law”
- Cannabis + beauty communities give back
- How the COVID-19 crisis will affect cannabeauty’s key consumer segments
- Women seeking wellness will also want information
- How a COVID-19 recession will reshape the industry
- Unemployment will trigger cannabeauty trade outs, but unequally
- COVID-19 emphasizes need for personal care
-
- Figure 9: Consumer spending on beauty and personal care products, annual, 2000-19 and Q1 2020
- COVID-19: US context
The Market – What You Need to Know
-
- Cannabeauty is face-forward
- Price points vary widely
- Cannabeauty can be for any brand
- Hemp products take liberties with labeling
Market Breakdown
-
- Overall market breakdown differs from cannabis penetration
-
- Figure 10: Share of sales in beauty and personal care market, by category, 2018 (est)
- Skincare leads CBD product launches
-
- Figure 11: Product launches with CBD as an ingredient, by category, May 2018-April 2020
- Hemp has broader application
-
- Figure 12: Product launches with hemp as an ingredient, by category, May 2018-April 2020
Market Perspective
-
- Function is everywhere
-
- Figure 13: Functional benefit usage and interest, October 2019
Market Factors
-
- US unemployment reaches record highs
-
- Figure 14: Monthly Unemployment Rate, May 2020
- Consumer confusion complicates the market
-
- Figure 15: Consumer awareness of differences between hemp and CBD, February 2020
- The incredible, edible hemp: a safer ingredient?
- Relaxation offers dual opportunity
Key Players
-
- Prestige brands offer a luxe take on hemp oil, CBD
-
- Figure 16: luxury hemp and CBD products
- Hemp seed oil has mass appeal
-
- Figure 17: Mainstream brand hemp and CBD products
- To smell or not to smell
-
- Figure 18: Perfume and deodorant with CBD or hemp
- OG brands mix it up
-
- Figure 19: longstanding brands featuring hemp
- Hemp finds versatile application in hair care
-
- Figure 20: Hemp haircare
- Cannabeauty: What’s in a name?
-
- Figure 21: cannabis-focused brands
- A colorful take on the hemp trend
-
- Figure 22: color cosmetics featuring hemp or CBD
The Consumer – What You Need to Know
-
- Consumers are a basic bunch
- Younger consumers’ interest is piqued
- Cannabeauty must be a jack of all trades
- Consumers are confused
Product Usage
-
- Basic products are consumer staples
-
- Figure 23: Home use of personal care and beauty products, February 2020
- Women are putting their best face forward, young men closing the gender gap
-
- Figure 24: Home use of personal care and beauty products, by age and gender, February 2020
Experience and Interest in Hemp
-
- Consumers hope hemp offers special benefits
-
- Figure 25: Interest in and use of products with hemp, February 2020
- Hemp as a little luxury
-
- Figure 26: Experience and interest in personal care products with hemp, February 2020
Experience and Interest in CBD
-
- CBD benefits play well with bath time
-
- Figure 27: Experience and interest in personal care products with CBD, February 2020
- Bath products interest associated to youth
-
- Figure 28: Experience and interest in bath products with CBD, by age, February 2020
- Affluent consumers least interested in cannabeauty
-
- Figure 29: Experience and interest in personal care products with CBD, by income, February 2020
Appealing Attributes
-
- A tale of two attribute categories
-
- Figure 30: Appealing attributes in personal care and beauty products with cannabis ingredients, February 2020
- Men look for practical benefits; women seek aesthetic benefits
-
- Figure 31: Select attributes in personal care and beauty products with cannabis ingredients, by gender, February 2020
- Young women want clean, ethical products
-
- Figure 32: Select attributes in personal care and beauty products with cannabis ingredients, by age/gender, February 2020
- Knowledge about CBD and hemp translates into organic interest
-
- Figure 33: Appealing attributes in personal care and beauty products with cannabis ingredients, by knowledge of CBD and hemp, February 2020
Attitudes and Behaviors
-
- Knowledge is power
-
- Figure 34: Attitudes and behaviors about cannabeauty products, February 2020
- Women want education
-
- Figure 35: Understand benefits and want to learn more about benefits of hemp/cbd products, by gender and age, February 2020
- Building consumer knowledge builds brands
-
- Figure 36: Attitudes and behaviors about cannabeauty products, by awareness of difference between CBD and Hemp, February 2020
- Age drives lack of understanding and interest in education
-
- Figure 37: Attitudes and behaviors about cannabeauty products, by household income and age, February 2020
- With education comes confidence
-
- Figure 38: Cannabeauty attitudes – CHAID – Tree output, February 2020
Discovery of beauty and personal care products
-
- Consumers split among options
-
- Figure 39: Methods of discovery of beauty and personal care products with hemp or CBD as an ingredient, February 2020
- Access to knowledgeable professionals matters
-
- Figure 40: Use of professionals for discovery, by income, February 2020
- Young consumers want to put a face to a claim
-
- Figure 41: Select methods of discovery of beauty and personal care products with hemp or CBD as an ingredient, by age, February 2020
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Methodology
- Abbreviations and terms
- Abbreviations
Back to top