CBD is incorporated into energy-boosting products to boost fitness
Trend - The performance-enhancing food and beverage space is incorporating items based in CBD, as the cannabis market continues its expansion across North America. With benefits like pain-relief and anxiety reduction, CBD's inclusion into food and beverage products that optimize consumers' workouts seems like a natural progression.
Insight - Cannabis' emerging prominence in North America as a legal medical and recreational product has resulted in its absorption into the many different products and services that consumers now qualify under the umbrella term of "wellness." With this new perception, consumers are increasingly looking to merge cannabis consumption with other trends within the wellness space in order to optimize what they get out of it--both mentally and physically. Burdened by the stress of day-to-day tasks and responsibilities, consumers are seeking out ways to enhance their routines without having to overextend themselves.
Insight - Cannabis' emerging prominence in North America as a legal medical and recreational product has resulted in its absorption into the many different products and services that consumers now qualify under the umbrella term of "wellness." With this new perception, consumers are increasingly looking to merge cannabis consumption with other trends within the wellness space in order to optimize what they get out of it--both mentally and physically. Burdened by the stress of day-to-day tasks and responsibilities, consumers are seeking out ways to enhance their routines without having to overextend themselves.
Workshop Question - How could your brand collaborate with the cannabis space?
Trend Themes
1. CBD in Performance-enhancing Food and Beverage - CBD is being incorporated into food and beverage products that optimize consumers' workouts.
2. Adaptogenic and Natural Energy Shots - There is a new wave of ready-to-drink energy shots featuring better-for-you, natural ingredients that include everything from brain-boosting nootropics to calming CBD.
3. Hemp as a Functional Ingredient - Companies are adding active organic hemp extract into food and beverage products, like water, to provide implications on mood and energy.
Industry Implications
1. Fitness and Sports Nutrition - Fitness and sports nutrition brands can incorporate CBD and hemp extract into their products to offer the benefits of mood management, inflammation, and pain management to their consumers.
2. Ready-to-drink Beverages - Companies can create ready-to-drink adaptogenic shots or energy drinks that feature natural, functional ingredients for consumers looking for a quick energy boost or stress relief.
3. Functional Food and Beverage - Food and beverage companies can utilize hemp extract and other functional ingredients to create plant-based, natural products that cater to consumers seeking wellness benefits beyond just nutrition.
