Cannabidiol (CBD) pet products have hit new heights, proving that it’s more than a passing fad, Brightfield Group officials said in its latest consumer insights report. Consumers spent $426 million on CBD pet products in 2020, and it’s expected to reach $629 million in sales by the end of 2021, according to the report, “Pet CBD Pupdate: Consumer & Channel Opportunities in 2021.”
“Dozens of prominent CBD brands have developed pet products in the last year, giving consumers more access and options for purchasing,” officials said in the report. “Looking at all CBD consumers, 28 percent who have pets report administering CBD to their pets. The category has been popular online too—we’ve seen hundreds of articles citing our Pet CBD Market Forecast. The conversation keeps going with articles on newly released pet CBD lines, blogs providing product reviews and even DIY [do-it-yourself] CBD pet treat recipes.”
To gain insight into the popularity, officials surveyed 1,550 pet owners (1,025 current CBD users and 525 who are interested and open to CBD) in Q1 2021. The survey revealed that 73 percent of respondents use CBD themselves, up from 58 percent in 2020. Pet CBD buyers also tend to be younger: gen Z (11 percent), millennial (53 percent), gen X (22 percent) and baby boomer (14 percent). In addition, the survey found that pet CBD buyers tend to urban dwellers: city (46 percent), suburbs (30 percent), rural (15 percent) and small town (9 percent).
“Brands need a clear picture of who the pet CBD buyer is to effectively market to them,” officials said. “For example, an ad showing a dog running through fields on a farm is not well-suited for an audience living in mostly cities and suburbs. Digging into the pet CBD buyer data, brands can craft a persona of their ideal customer and market to them accordingly.”
While veterinarians are not allowed to discuss the possible benefits of CBD due to rules and regulations under the U.S. Food and Drug Administration and respective State Board of Veterinary Medical Examiners, 70 percent of pet CBD buyers still discussed pet CBD with their veterinarian in 2021, and 85 percent received an enthusiastic response during the conversations, officials said.
“Veterinarians cannot bring up the topic of pet CBD, but they can enthusiastically express what CBD has done for other pets,” officials said. “Vets can discuss other pet parents’ experience and success with pet CBD. The only exception is the state of Michigan, which passed a law allowing veterinarians to consult on cannabis and CBD. Legislation like this will allow veterinary clinics to seize the opportunity of pet CBD. … More states may pass similar legislation especially as the larger cannabis legalization conversation grows, providing pet CBD brands more acquisition channels for new consumers.”
The number of consumers discussing CBD brands with their veterinarian more than doubled from 2020 to 2021, according to the survey. When pet CBD buyers talk with their vets, they discuss the safety of CBD (58 percent), CBD success (52 percent), CBD dose (51 percent), CBD type (44 percent), their pet’s condition (43 percent), CBD reactions (42 percent), where to purchase (32 percent) and CBD brands (31 percent).
“Veterinarians’ influence over pet CBD usage is becoming more significant, and pet CBD brands should take note,” officials said. “Our data also explores ‘interested’ pet CBD buyers—or pet parents who are considering trying pet CBD. Of this population, 21 percent say they would purchase pet CBD from a veterinarian. That’s more than those who’d consider buying from a chain pet store or mass merchandiser. These consumers on the edge of purchasing want a more formal, trusted channel like the vet’s office to purchase pet CBD from. Laws allowing vets to discuss CBD could trigger more entries in the pet CBD market.”
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