U.S. CBD Consumer Archetypes

  • In a recent survey, New Frontier Data finds that nearly 1 in 5 (18%) of Americans have tried CBD, and nearly 9 in 10 (86%) are familiar with the cannabinoid.
  • Americans have generally favorable views of CBD, with 48% reporting positive attitudes about it, and 61% trusting its medical uses.
  • Personal connections are important in promoting consumer perceptions, familiarity, and — ultimately — uses of CBD.
  • New Frontier Data has identified nine distinct CBD archetypes, defined by dozens of behavioral and attitudinal variables among respective consumers and nonconsumers.
  • The five consumer archetypes vary in their frequency of CBD use, degree of enthusiasm and evangelism for it, beliefs about its benefits, and degree to which the cannabinoid is used and accepted in their social circles.
  • The four nonconsumer archetypes vary in their likelihood of using CBD, including awareness, familiarity, and interest about CBD, any concerns about it, and reasons preventing them from having tried it.