In 2019, successful CBD products are still in their early infancy within the UK/EU market. However, when it comes to CBD, Gen Z and Anxiety, there are key learnings to be aware of. Have a read through below to remove your own anxieties regarding this space. Breathe in…and relax.
THE GEN Z CBD ANXIETY TAKEOUT
– Gen Z in the UK suffer most when it comes to anxiety and stress.
– CBD products targeting this market should focus on quick ways to reduce stress levels.
– Apple named “self-care” its app trend for 2018, so be mindful via mobile.
– Creative approaches should focus on culturally relevant verticals (music, art, meditation, yoga etc) that align with what this audience is already consuming and where they are consuming it.
THE MARKET SHARE FOR CBD, GEN Z AND ANXIETY
The global wellness market has grown 12.8 per cent in the last two years, transforming it into a $4.2 trillion industry. The two biggest meditation apps, Headspace and Calm, make more than $50 million a year in subscription fees.
THE GEN Z ANXIETY INSIGHTS
New research from Mintel on UK healthy lifestyles finds that it is the nation’s young who are suffering most, with daily anxiety and stress peaking among 16–24-year-olds. 85% of Brits suffer from anxiety or stress at least sometimes, with 3 in 10 (29%) Brits suffering at least three times a week and 15% every day. But it is the young who are experiencing the highest levels of anxiety and stress, as a stressed-out 25% of 16–24-year-olds feel anxious or stressed every day.
Richard Caines, Senior Food & Drink Analyst at Mintel, said: “Britain’s young are feeling pressure on several fronts including academic, work and financial factors, and for some this is causing anxiety and stress on a daily basis. The greater visibility of mental health issues seen in mainstream media can help drive awareness of less severe manifestations of anxiety and stress in consumers’ lives. High incidence of anxiety and stress and not finding enough time to relax suggest untapped space for brands to promote ways of relaxing. These can include products such as mindfulness apps, teas, bath and shower products, as well as adult colouring books.”
THE CBD CASE STUDY
Dosist (@dosist) have struck the perfect balance as a health & wellness company providing plant-based solutions — “one precise dose at a time”. Their pharmacy-inspired and minimal branding creates trust (no weed leaves or Rastafarian colours here).