CBD Research Industry Studies

As leaders of the #CBDMOVEMENT®, CBDistillery® is committed to providing transparent resources and industry-leading research to help consumers make informed decisions about CBD and other hemp-derived products. Discover what participants are saying about CBD and explore the research data today.

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The CBD Generation Gap: How Age Shapes America's Wellness Revolution

A new study by CBDistillery reveals dramatic generational differences in CBD usage, spending patterns, and wellness priorities, highlighting a significant shift in how Americans approach their health and well being. The research, which surveyed 500 CBD users across different age groups, uncovers striking patterns that reflect broader changes in health consciousness and wellness investment across generations.

Generational Wellness Priorities: How Each Age Group Uses CBD

The study reveals significant differences in motivations for CBD usage across generations:

Gen Z: A striking 44% prioritize anxiety and stress management, while 30% use CBD for sleep issues. Only 16% report using it primarily for pain relief.
Millennials: Anxiety and stress management also tops their list at 36%, followed by 28% for sleep issues and 22% for pain relief.
Gen X: This group leans heavily toward traditional pain management, with 54% citing it as their primary reason for CBD use. Anxiety/stress management (16%) and sleep issues (20%) are less common motivations.
Baby Boomers: Pain relief dominates at 62%, while anxiety/stress management and sleep issues are reported by 12% and 18%, respectively.

These findings highlight a generational shift in wellness priorities. Younger users focus on mental health and preventative care, while older generations adopt CBD for physical ailments.

"This data suggests a fundamental shift in how younger generations approach wellness," says Andy Papilion, Co-Founder and Chief Product Officer, wellness industry analyst. "They're not waiting for physical ailments; they're actively seeking solutions for mental wellbeing."

Investment in Wellness: A Generational Spending Analysis

Perhaps most revealing is how different generations prioritize their wellness spending. The study reveals clear differences in how generations prioritize their wellness budgets for CBD:

Gen Z: Known for their proactive approach to wellness, 20% of Gen Z users spend $101-$200 monthly on CBD, and another 10% allocate over $200. This generation also shows significant spending in the $51-$100 range (40%), reflecting their willingness to invest heavily in mental health and preventative care.
Millennials: Similar to Gen Z, Millennials also focus on higher spending categories, with 15% allocating $101-$200 and 10% spending over $200 monthly. However, they lead in the $51-$100 range, with 35% falling into this bracket.
Gen X: More conservative in their spending, 41% of Gen X users report spending $25-$50 monthly, and 20% fall into the $51-$100 range. Only 4% of Gen X respondents spend more than $200, indicating a more cautious approach to wellness investments.
Baby Boomers: The most frugal group, Baby Boomers dominate the under $25 (30%) and $25-$50 (35%) categories. Only 8% spend $101-$200, and a mere 2% allocate over $200, demonstrating a preference for lower-cost options.

These trends highlight how younger generations are driving a shift toward higher wellness spending, with CBD being a key part of their routines. In contrast, older generations adopt a more budget-conscious approach, focusing on affordability and traditional uses.

Effectiveness Across Generations: Finding Common Ground

Despite differences in motivations and spending, users across all generations share similar perceptions of CBD’s effectiveness. The study highlights consistent satisfaction levels across key wellness areas:

Overall Well-being: All generations rated CBD's impact on overall well-being at an average of 7.1 out of 10.
Stress Management: Similarly, stress management effectiveness received an average score of 7.1.
Sleep Quality: Another strong area for CBD, sleep quality also scored an average of 7.1 across generations.
Physical Recovery: While slightly lower, physical recovery scored a respectable 6.5 out of 10.

These consistent ratings suggest that while motivations and spending patterns vary, CBD's perceived benefits transcend generational divides. Younger users may prioritize mental health, while older users lean toward physical recovery, but the effectiveness resonates broadly.

The Digital Divide: How Different Generations Research CBD

The study highlights notable generational differences in how users research and learn about CBD products. While digital channels dominate across all age groups, the preferred methods and depth of research vary significantly by generation:

Gen Z: The most thorough in their research approach, 53% of Gen Z users rely primarily on search engines. They also adopt a multi-channel strategy, frequently cross-referencing sources such as:
- Social media platforms (35%)
- Online reviews (25%)
- Brand websites
- Industry publications
Millennials: Similar to Gen Z, Millennials heavily use search engines (47%) but place slightly less emphasis on social media (30%) and online reviews (22%). This generation strikes a balance between digital exploration and reliance on peer recommendations.
Gen X: With 44% using search engines, Gen X takes a more focused approach. Healthcare providers emerge as a key resource for this group, with 25% citing them as their primary source of information. Their preference for authoritative sources over peer-driven platforms is evident.
Baby Boomers: This group relies most heavily on healthcare providers (40%) for guidance, with search engines (30%) playing a secondary role. Social media (10%) and online reviews (8%) are used sparingly, reflecting a preference for traditional, trusted channels.

These trends reveal that younger generations prefer a diverse and multi-faceted approach to research, while older generations lean toward traditional, authoritative sources. For the CBD industry, understanding these preferences offers an opportunity to tailor educational content to specific generational needs.

Bridging the Generation Gap: Family Dynamics and CBD

The study highlights generational differences in how individuals approach conversations about CBD with family and friends. These findings reveal a shift in openness and advocacy:

Millennials: The most open generation, with 51% reporting that they "openly discuss and recommend" CBD to others.
Gen Z: Close behind Millennials, 43% of Gen Z users are comfortable discussing their CBD use. However, 17% still "keep usage private," indicating that some stigma around CBD remains for younger users.
Gen X: More reserved, 40% of Gen X users prefer to "only discuss when asked," showing a cautious approach to sharing their wellness choices.
Baby Boomers: The most private generation, with 50% discussing CBD only when asked and 20% keeping their usage entirely private.

This communication pattern underscores a broader trend: younger generations are not just consumers of CBD but also its advocates, helping to normalize its use within their social circles. In contrast, older generations display more hesitancy, reflecting lingering societal norms and the importance of trust in wellness conversations.

Looking Ahead: The Future of Generational Wellness

The research suggests we're witnessing a fundamental shift in how different generations approach wellness. While older generations tend to view CBD through the lens of traditional pain management, younger users are pioneering a more holistic approach that emphasizes mental health and preventative wellness.

Key trends emerging from the research include:

Digital-First Education
1. Younger generations are driving a shift toward digital wellness education
2. Multi-channel research becoming the norm
3. Increased emphasis on peer reviews and social proof
Open Dialogue
1. Growing normalization of CBD discussions across generations
2. Younger users acting as wellness advocates
3. Generational bridges being built through shared experiences
Customized Approaches
1. Each generation developing distinct wellness priorities
2. Varied investment levels reflecting different value propositions
3. Diverse usage patterns emerging across age groups

Key Implications:

For Consumers:

Understanding generational differences can help facilitate better wellness conversations across age groups
Research patterns suggest the importance of multiple information sources
Growing acceptance provides opportunities for open dialogue about wellness choices

For Industry:

Need for age-specific marketing and education strategies
Importance of digital presence across multiple platforms
Opportunity to facilitate intergenerational wellness conversations

For Healthcare Providers:

Understanding generational motivations can improve patient communications
Need for awareness of varying research patterns
Opportunity to bridge generational gaps in wellness approaches

Methodology:

This study analyzed responses from 500 CBD users across the United States between [dates]. Respondents represented diverse age groups, income levels, and geographic locations. The survey utilized a combination of multiple-choice and rating scale questions to gather comprehensive data on usage patterns, preferences, and attitudes toward CBD.