Moves toward hemp clarity: More than half of US residents lack awareness about CBD

09 Apr 2021 --- A poll of 1,087 US residents conducted by Invisibly has discovered that while nearly a third of respondents have tried a cannabidiol (CBD) product, many still do not understand the difference between CBD and the closely related compounds of marijuana, such as tetrahydrocannabinol (THC). 

To help support the spread of knowledge about this highly regulated product, the American Herbal Products Association (AHPA) has published a Hemp Lexicon. 

This list of hemp-related vocabulary is intended to standardize the terminology used in the cultivation, processing, manufacturing and labeling of hemp products as defined in US federal law. 

“The vocabulary of hemp ingredients is challenging because they are available in such a wide variety,” Jane Wilson, director of program development at the AHPA, tells NutritionInsight. 

“The vocabulary needs to capture what parts of the hemp plant were used (seed, flower and leaf), how it was processed and how refined it is (isolate, full or broad spectrum).”

Each of these aspects are important for the processor, manufacturer, regulator and consumer to have a common understanding of hemp ingredients.

“A consumer reading a label that describes a product as ‘hemp oil’ isn’t provided with much useful information that would allow for comparison to other ingredients or products, or to know what constituents might be present in the product,” says Wilson.

“The overall phytochemical complexity of the hemp plant and variations between cultivars is challenging to capture as well.”

More than half are unaware
Among Invisibly’s findings, 58 percent of respondents do not know the difference between CBD and THC-containing products such as marijuana-infused NPD.

A further 62 percent of respondents have never tried any type of CBD product and 53 percent of respondents would not consider using a CBD product for any reason. 

Click to EnlargeAmong Invisibly’s findings, 58 percent of respondents do not know the difference between CBD and THC.These findings echo the results of a 2019 Innova Market Insights Consumer Survey investigating CBD awareness in the UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia.

According to the market researcher, only 25 percent of US consumers were “very familiar” with CBD, while 17 percent of global consumers have this level of awareness.

Openness to using CBD
Hemp and hemp-derived ingredients are still relatively new to both regulators and consumers in the US market, notes Wilson at AHPA.

“Among our members in the industry, it was observed that terminology was not consistent between companies when describing the same or similar hemp articles,” she remarks.

“It was also inconsistent with historical use of some of the same terms that had been long established in the herbal products industry.”

Expansion of the hemp industry
CBD’s demand boom has inspired new formats for the botanical ingredient, including “Hemp Bombs” with immunity and sleep positionings, and non-alcoholic CBD-infused beverages.

“As the hemp industry continues to expand, all hemp stakeholders will benefit from the standard terminology established in the Lexicon,” says Asa Waldstein, chair of the AHPA Cannabis Committee.

“Development of the AHPA Hemp Lexicon marks another important milestone in the accomplishments of the AHPA Cannabis Committee in its over 10-year history of work.”

Among recent sector developments, UK hemp value chain stakeholders have hit back against new regulatory proposals from the Association for the Cannabinoid Industry (ACI), which include a 0.03 percent THC limit in products. 

By Benjamin Ferrer

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