Consumer interest in CBD intensifies despite lack of federal oversight

On the contrary, consumer interest and retail sales for CBD consumables have only intensified despite the fact that brands are operating in a constrained patchwork of state-by-state legislation, according to Oscamou.

Brightfield Group​ ​forecasted that even without FDA regulation recognizing CBD as a dietary ingredient, the US hemp-derived market is expected to reach between $6bn and $7bn in retail sales by 2027 (with FDA guidance, the projection is $11bn).

‘Retailers have always had an eye on this category.’

Shortly following its official debut at the Natural Products Expo West show in 2019, distribution for Weller exploded with retailers, including Wegmans and Sprouts Farmers Market picking up the brand, providing a solid vote of confidence in the CBD category.

“There are more and more retailers and distributors entering the category, emboldened by the fact that Sprouts Farmers Market (a publicly-listed company) recently expanded their CBD set – of which Weller leads the pack – to a total of eight states,”​ Oscamou told FoodNavigator-USA.

“Retailers have always had an eye on this category,” ​he said, but there’s still a ‘you-first’​ mentality among some retailers waiting to see how competitors navigate the space.

“What we’ve found over the last six months or so is that a lot of the retailers that were waiting for someone to go first are now at the table.”

In the states where CBD is permitted to be sold as an ingredient in a food, beverage, or dietary supplement product, Weller is experiencing continued strong growth at retail, according to Oscamou.

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