Over the past few years CBD and hemp made quite the name for themselves in the wellness industry… Especially since the passing of the 2018 Farm Bill that made industrial hemp legal in most instances. The cannabis data firm BDSA’s CBD and hemp predictions project to the industry to expand U.S. sales from $2 billion to $20 billion by 2025.
To follow the CBD and hemp craze, there are also national holidays to celebrate the plant, from National CBD Day observed annually on August 8, National CBD Month in January, National Hemp Month in February, and Hemp History Month from July 17-23, to name a few.
At Aspen- and Fort Lauderdale-based public relations and marketing agency Durée & Company, we have an extensive cannabis practice, counseling our clients not only on marketing and public relations, but also on best practices and legalities within the space. With a keen eye on the CBD and hemp industries, we share 5 of our CBD and hemp trend predictions for the remainder of 2021.
The Growing Popularity of Delta-8:
Delta-8 THC is one of the 112+ of cannabinoids found in hemp and cannabis, and is causing quite the controversy right now. Delta-8 has the potential to revolutionize the role of cannabis in the health and wellness industry. It’s gaining popularity due to its highly potent medicinal properties. Each individual state in the United States is currently determining the legality of Delta-8 until there are more defined laws, however we believe there will be a lot more to hear about this cannabinoid. Recently, we hosted a virtual panel where we extensively discussed more about this rising cannabinoid. Watch the panel –
The Future of Cannabis is Female:
According to data from Headset, Gen Z female consumers saw the greatest growth in cannabis consumption during the COVID-19 pandemic. Sales among that group increased 140%. By contrast, sales among Gen Z males increased around 120%. Flower was the most common product for men and women according to Headset, with women consuming somewhat more pre-rolls, edibles and infused beverages.
The Rise of Flavonoids:
Many cannabis consumers are aware about cannabinoids and terpenes, however people aren’t talking as much about flavonoids – yet. Cannabis flavonoids play an important role in how consumers perceive the plant with their senses. This is due to the pigment and flavor they provide. Flavonoids also deliver therapeutic benefits. Industry esteemed ACS Laboratory shares everything you need to know about cannabis flavonoids –
Increased Demand for CBD Beverages:
There is so much opportunity for consumer packaged goods in theCBD and hemp industries – from edibles, beverages, creams and lotions, tinctures and oils, and more. The CBD beverage market alone has already attracted more than 60% of new CBD users during the COVID-19 pandemic, according to High Yield Insights. This suggests CBD-infused beverages, which are relatively new to the market, offer a convenient and tasty way to consume cannabis.
More Advocacy for Cannabis Testing Standards:
There has been a lack of clear cannabis and hemp testing standards, resulting in some bad actors within the industries. Recently, we’ve seen lab shopping. This is where cannabis growers and CBD brands look for a facility that will provide favorable rather than accurate results. In the USDA’s final rule about the federal regulations for hemp, all hemp cultivators must send samples to DEA-registered labs for THC potency testing, starting Jan. 1, 2022. In this Hemp Industry Daily story, Roger Brown, CEO and founder of ACS Laboratory, states why hemp companies should work with DEA-laboratories. We believe testing standards will be developed in the next few years to encourage consumer safety.
Want to know more? Watch this video for a look at some of the clients and the media coverage we have secured.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, health and wellness, cannabis and psychedelics, art and culture, fashion, nonprofit organizations, cryptocurrency and technology, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.