TPE 2025 - Total Product Expo 2025!

73 Million Plan to Purchase CBD Products This Year 

 

Consumer interest in products containing CBD is on the rise, according to New Frontier Data, a global cannabis research firm. 

 

A pair of recent white papers published by New Frontier help to illustrate the opportunity in the growing CBD market, which could be worth $20 billion by 2024, according to Colorado-based cannabis research agency BDSA. 

 

Earlier this year, New Frontier teamed up with popular payments firm Square, Inc., to produce what it calls “the largest U.S. CBD consumers survey to date.” That effort — which helped New Frontier create a robust report outlining various consumer archetypes — found that 86% of U.S. consumers have heard of CBD. 

 

Meanwhile, 73% of Americans have had a conversation about CBD and 61% believe that CBD could have medical benefits. According to New Frontier, 41% of CBD users are taking the cannabinoid for pain, while 33% are using it to unwind. Another 18% are consuming CBD for “general wellness.” 

 

Despite the global acceptance — or at least acknowledgment of CBD, only 18% of Americans have consumed the increasingly popular cannabinoid. That’s good news for smoke shop retailers looking to bring in new customers — about 73 million people anticipate purchasing a product containing CBD before the end of the year. 

 

There are  five main groups of CBD users, according to New Frontier. 

 

Integrative and Consistent: Comprising roughly 34% of CBD consumers, this group represents moderate spenders who are experienced CBD users and believe in its benefits. 

 

Receptive and Reserved: Typically not connected with other CBD users, it is a cohort of believers in its benefits, but who typically spend little on CBD. They make up around 24% of CBD consumers. 

 

Ambivalent and Experimental: Consumers who fall into this archetype lack enthusiasm about CBD, and may likely have quit using it altogether. As a group, they account for approximately 23% of CBD users. 

 

Skeptical and Limited: Accounting for 13% of the consumer maker, these moderate spends are skeptical about some of the purported benefits of CBD, but they nonetheless use CBD to help treat conditions like pain. 

 

Exuberant and Intensive: Highly enthusiastic consumers who frequently use CBD and spend more on average than do their counterparts, the market’s most welcome archetype makes up about 6% of the market. 

 

 

 

 

 

Recent Articles

This article is the second in a two-part series examining the impact of international policy on domestic cannabis legalization. This installment shifts focus to recent global milestones, such as Canada’s federal legalization and Mexico’s ongoing reforms, and considers how these changes could shape America’s fragmented cannabis policies.
We all deal with Uncle Sam, but smoke shop owners face unique challenges compared to everyone else. Here at HeadQuest, we’ve compiled our favorite tips and tricks to get you through your least favorite time of year.
For nearly two decades, Aficionados owner Tony Williamson has offered Augusta, Georgia, more than a retail experience. His smoke shop, located in the heart of downtown, has evolved into a hub for those who don’t fit in elsewhere.
Fred Scorsch, a seasoned glassblower in Tempe, Arizona, and a 36-year veteran of the head shop industry now finds himself navigating the unpredictable world of American glass artistry, facing challenges that are upending the lives of homegrown artisans in a globalized economy.
Joey DeStefano’s journey from a young entrepreneur & musician to Chief Commercial Officer at Puff Brands is an inspiring tale of innovation, passion, and perseverance.
While Trump carried all seven swing states and the popular vote, the red wave that swept him into office also delivered a stinging rebuke to drug reform advocates. Legalization efforts in both Dakotas as well as Florida failed, and Massachusetts rejected a measure to make psychedelics great again.
As an enrolled member of the Nez Perce Tribe of the Columbia River Plateau and a descendant of Chief Looking Glass, Mary Jane Oatman is on a mission to bring Indigenous communities back into the conversation around cannabis, hemp, and plant-based healing.
The federal government and e-cigarettes can’t seem to get along. Like two cats fighting, it’s mostly terrible noises and ridiculous posturing with extended pauses between any actual bouts of scratches and bites. Yet something about a recent dustup seems to signal the feud has reached a new intensity.