Buzzing with potential? Pill-fatigued consumers excited by CBD oils, stick packs, powders and topicals

20 May 2019 --- The burgeoning market for cannabidiol (CBD) has seen a proliferation of NPD in recent times, as the cannabis extract makes its way into mainstream consumer packaged goods. Where regulation of the compound remains tight in most markets, legal framework is may be updated to accommodate its sale and distribution, following Food and Drug Administration (FDA) consideration. CBD is backed by proponents as being beneficial in relieving anxiety, migraines, epilepsy, cancer – and even as an enhancer of other medications. Even so, skeptics of the marijuana derivative are still calling for more conclusive clinical studies assessing its touted health benefits. NutritionInsight takes a closer look at some of the most popular application methods for CBD extract, as well as significant factors influencing consumer purchasing decisions.

As an increasing number of consumers incorporate CBD into their daily wellness regimes, an analysis of buyers’ preferences by cannabis industry specialist High Yield Insights reveals that the most common delivery methods of CBD are “edibles” such as baked goods, gummies; oils; vapes and topical beauty skincare products.

“Each link in the supply chain will have to learn how to incorporate CBD safely and effectively. Brands have responsibility for the product in the eyes of consumers, but ingredient suppliers need to be aware how the presence of CBD oils affects the flavor, texture and other dynamics of the end product,” Mike Luce, Co-Founder of High Yield Insights, tells NutritionInsight. 

While the dosing methods of CBD oil and vapes are preferred for their quick effects, it is noted that consumers are increasingly looking into CBD food and beverages as palatable delivery methods. “Brandhive has been working in food, beverages and supplements for 25 years and there has recently been a clear shift. I really think that having a food delivery form, even whether it is a gummy or gel pack or something else, is important for brands and ingredients,” says Jeff Hilton, CMO and Co-Founder of dietary supplements branding specialist Brandhive.

“I think that the pill taking behavior of Millennials and Gen X is not what it is for Boomers. These generations are less likely to line up 30 supplements a day. When we do focus groups with younger consumers, they are all over stick packs and powder delivery and other forms that they can just consume with a food item during the day. I think that smart ingredient companies are making sure that they have Generally Recognized As Safe (GRAS) status and able to have food as well as supplement applications,” Hilton further notes.

What do consumers look for when selecting CBD?Receptra Naturals offers organic CBD-infused Body Butter. 
When it comes to choosing from an expanding range of CBD products and extract formats, organic CBD producer Receptra Naturals notes that consumers should evaluate products on the basis of two criteria – independent third-party testing, which certifies the safety and efficacy of a product, and whether the CBD extract is classified as “full-spectrum” or “isolate.”

A commonly held misnomer had been that CBD in isolated form delivers more potent results than full-spectrum CBD. However, this assumption was corrected by researchers at the Lautenberg Center for General Tumor Immunology in Jerusalem, who compared the effects of these two forms through a mouse model study in 2015, which revealed that full-spectrum CBD – containing a broader range of cannabinoids found in marijuana compared to CBD isolate – provides a higher degree of relief. The study also revealed that full-spectrum CBD continues to provide relief when its dosage is raised, while the effects of CBD isolate are not accentuated in correlation with a similar increase.

In the hemp and cannabis industry – which, as of yet, is still loosely regulated – organic CBD remains a highly sought after product. “We have seen a tremendous amount of unsafe hemp enter the marketplace from overseas. Hemp with heavy metals, microbials and pesticides are extremely hard to remove during the extraction process and are not materials consumers want to ingest, inhale or apply topically,” Taylan Lopez, Business Developer at Panacea Life Sciences tells NutritionInsight. 

“Farm to bottle and full-spectrum issues continue to shape the CBD market,” notes Cornelia Kane, Director of Communications at Receptra Naturals. “We are thought leaders in both areas, since we work with local family-owned Colorado farms that use sustainable, organic growing practices and we do regular independent third-party testing of our finished products.”

“We also extract all the 100+ phytocannabinoids, terpenes and flavonoids found in the hemp plant to create our full-spectrum CBD products, which are not just CBD isolates,” she further highlights. “Our most popular formula is our Targeted Topical, perfect for the active lifestyle weekend warrior to soothe muscle and joint irritation and speed recovery. We also offer tinctures, for those who prefer to ingest CBD orally.”

“Despite the recent influx of vape products to the CBD market, we do not offer a vape formulation, as our R&D chemists don’t recommend vaping CBD,” notes Kane. “The reason is that there are no long-term studies on the ingredients used in vapes and there are already many other highly-efficacious ways to deliver CBD using proven formulations that make it readily bioavailable, such as our tinctures and topicals.”

Animal applications
Notably, CBD acts on receptors in the endocannabinoid system, which is present in most animals. As such, efficacies of the extract are also driving NPD in the space of pet nutrition – catering to dogs, cats and even horses.

"Soon, we will be introducing an all-natural way to safely and gently soothe your horse’s muscle and joint irritation with Colorado-grown pure hemp CBD," Cornelia Kane from Receptra Naturals tells NutritionInsight. "Formulated by an equine professional for equine professionals, this non-greasy topical can help speed recovery from minor injuries and overexertion, promote a sense of calm and focus, and boost energy naturally. Effective on joints, tendons, ligaments, and muscles, it can even be used to help loosen stiff muscles and increase mobility before work."

Grey areas in green regulationIncreasingly, CBD consumers seek offerings of independent third-party testing and organic certification.
Due to underdeveloped legal frameworks, the market for CBD remains susceptible to companies that cut corners by marketing products with little to no CBD content, or proclaim health benefits without issuing preliminary investigations. As such, regulatory bodies such as the US Food and Drug Administration have made a push in recent months to target “lawful pathways” in CBD marketing and warning consumers about baseless marketing claims. 

“Another issue in the industry is lack of clinical studies. We would like to see more scientific data to back the immense amount of positive feedback we receive from customers,” elaborates Taylan Lopez of Panacea Life Sciences.

"The FDA needs to provide guidance on CBD in general and as an ingredient in food, beverages, and other common consumer products. Right now, we are seeing a lot of activity around CBD and CBD-infusions but without general guiding principles or standards, consumers are left wondering just how safe and effective is this product. In our research for the CBD Consumer Experience, we found that even current CBD users are unsure. Just over one-third (34 percent) were confident in the safety of the products they use,” Mike Luce of High Yield Insights tells NutritionInsight.

By Benjamin Ferrer