Introducing: EU CBD Non-Consumer Archetypes

• Among nonconsumers, 17% considered themselves likely to purchase CBD in the next six months.
• A majority (56%) of nonconsumers were curious to try CBD.
• Ambivalent & Experimental consumers are those least interested in trying various forms of CBD products or to define any reasons for their use.
• Integrative & Consistent consumers overwhelmingly support CBD’s availability and benefits, with 97% claiming a positive impression of CBD, and 90% saying that it has a positive effect on the quality of life.
• Skeptical & Limited consumers reported having fewer conversations about CBD than other consumer groups, though such were mostly positive.
• Nearly half (44%) of nonconsumers over age 55 said they would not consider using CBD.

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