With CBD, Cannabis Wellness Market Goes Big

CBD 被视为健康产品正在走向主流,大麻健康市场不断扩大

2019-03-07 09:58:00 Forbes

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In this April 19, 2018, photo Maxwell Reis, beverage director adds a few drops of Cannabidol CBD extract to a mixed drink at the Gracias Madre restaurant in West Hollywood, Calif. The hemp-derived CBD extract is popping up in everything, from cosmetics to chocolate bars to bottled water to bath bombs to pet treats. ASSOCIATED PRESS Before Melissa McCarthy stepped out on stage last week at the Academy Awards wearing a bunch of stuffed rabbits, she reportedly took a moment to rub her feet with CBD oil to help with the pain associated with the fashionable, but distinctly uncomfortable, ultra-high heels worn by celebrities. McCarthy isn’t alone in turning to CBD-infused products to treat minor aches and pains. In fact, this year’s Oscars gift bag was full of CBD products. Sales of CBD are predicted to hit $22 billion in three years. Much of that projected growth is coming from CBD’s newly minted status as a health and wellness product, where it’s treated as a lifestyle oil that relieves pain, fights inflammation and provides consumers with a general sense of well-being, all without the “high” effects that can come with CBD’s sister extract, THC. Until recently, cannabis was looked at as medicinal- or adult-use. With CBD, a third cannabis category — wellness — is emerging. It’s even catching the eye of retail analysts at Wall Street firms such as Piper Jaffray. Recognizing that stores, such as Sephora, are now dedicating significant shelf space to CBD, one analyst said that she expects to see a lot of growth in the “beauty and the bong” industry. As the CBD market grows, it will pave the way for THC products (for adult-use). Today, cannabis companies can establish relationships with retailers and build brand awareness with consumers through CBD. They’ll then be ready to add THC to their product lineup when prohibition eventually is lifted. For now, CBD is being infused into face creams, bath bombs, makeup and dozens of pet products. Proponents say it works on everything from headaches to aching joints, relieves anxiety and skin conditions, and relaxes and rejuvenates all parts of the body. It’s even said to soothe hemorrhoids and stop menstrual cramps. A large part of this expanding category is the edibles market, where CBD is being touted as a superfood as it’s infused into products such as honey, salad dressing, baked goods, snacks and a whole host of beverages. CBD is going so mainstream that even consumer-goods and media maven Martha Stewart is jumping in. Stewart announced last week that she’s teaming up with Canopy Growth to design and produce new CBD lifestyle products. She’s starting with a line for pets and then plans to introduce products for their human friends. Cannabis company Tilray also recently signed a $100 million deal with Authentic Brands Group, whose portfolio includes Juicy Couture, Nine West and Jones New York, to develop and distribute cannabis products. Initially that will mean (hemp-derived) CBD items such as foot creams and mints sold in retail stores and malls across the country. Companies like Constellation Brands, makers of Corona beer, and tobacco giant Altria are also getting into the CBD game with billion-dollar investments. Part of the spike in interest can be attributed to passage of the 2018 Farm Bill, which legalized production of industrial hemp, transforming it into a mainstream agricultural product. It’s certainly led to Tilray’s recent $314 million (U.S. dollars) purchase of Manitoba Harvest, the largest hemp company in the world. Importantly, the farm bill also explicitly allows hemp-derived CBD products to cross state lines. These changes were followed by removal of hemp-derived CBD oil from the federal government’s Controlled Substances Act, meaning it has been decriminalized across the country at the federal level. That grants CBD privileges at the federal level refused, so far, to THC. But it’s not entirely smooth sailing. The Food and Drug Administration has yet to issue new rules or guidelines regulating the sale of edible CBD products, leading some jurisdictions — including Maine, Ohio and New York City — to force vendors to pull CBD-infused edibles and beverages from shelves. In December, FDA Commissioner Scott Gottlieb released a statement indicating that CBD products were not legal in edible or supplement form — unless they received FDA approval. The industry wants CBD listed as "generally recognized as safe," so it would be classified similarly to vanilla flavoring and caffeine. Joining the industry in this push are at least a dozen lawmakers, who have asked the FDA to reconsider its policy on CBD in food so that it can be manufactured and sold without FDA approval. Gottlieb has shown signs of softening his position. He recently told Congress he would hold the first public hearings on CBD in April, en route to developing formal guidelines. However the hearings play out, CBD-infused products aren’t going away. Today, nearly 7% of American adults use CBD products. That number is expected to grow to 10% over the next several years, and as CBD continues gaining popularity, it will continue to attract even greater numbers of new consumers into the market.
2018年4月19日,在加州西好莱坞的 Gracias Madre 餐厅,饮料总监 Maxwell Reis 在一款混合饮料中添加了几滴 Cannabid CBD 提取物。从化妆品到巧克力棒,从瓶装水到沐浴炸弹,再到宠物食品,大麻衍生的 CBD 提取物无所不包。联合主席 在梅丽莎•麦卡锡( Melissa McCarthy )上周登上奥斯卡奖( Academy Awards )舞台之前,据报道,她花了片刻时间用 CBD 油擦擦自己的双脚,以帮助解决与流行但明显不舒服的超高跟鞋相关的痛苦,这些高跟鞋是名人佩戴的。 McCarthy 并不是唯一一位使用 CBD 注入的产品来治疗轻微疼痛和疼痛的人。事实上,今年的奥斯卡礼品袋里装满了 CBD 产品。CBD 的销售额预计将在三年内达到220亿美元。 预计增长的很大一部分来自 CBD 作为一种健康和健康产品的新地位。 CBD 被视为一种生活方式油,可以缓解疼痛,对抗炎症,为消费者提供一种普遍的幸福感,所有这些都没有 CBD 的姊妹提取物 THC 带来的“高”效应。直到最近,大麻被视为药物或成人使用。随着 CBD 的出现,第三类大麻——健康——正在出现。 它甚至吸引了 Piper Jaffray 等华尔街公司的零售分析师的目光。一位分析师表示,认识到 Sephora 等商店目前正将大量货架空间奉献给 CBD ,她预计“美容与骨”行业将出现大幅增长。 随着 CBD 市场的增长,它将为 THC 产品(成人使用)铺平道路。如今,大麻公司可以与零售商建立关系,并通过 CBD 与消费者建立品牌意识。当禁令最终解除时,他们将准备在产品阵容中加入 THC 。 目前, CBD 正被注入面霜、洗澡炸弹、化妆品和几十种宠物产品中。支持者说,它的作用从头痛到关节疼痛,缓解焦虑和皮肤状况,放松和恢复身体的所有部分。它甚至可以舒缓痔疮,阻止月经痉挛。这一不断扩大的类别中很大一部分是食品市场, CBD 被吹捧为超级食品,因为它被注入蜂蜜、沙拉调味品、烘焙食品、零食和一系列饮料等产品中。 CBD 正走向主流,甚至连消费品和媒体专家玛莎·斯图尔特也加入进来。斯图尔特上周宣布,她正与 Canopy Growth 合作设计和生产新的 CBD 生活方式产品。她开始为宠物设计一条线,然后计划为他们的朋友推出产品。 Cannabis 公司 Tilray 最近还与 Authentic Brands Group 签署了一项价值1亿美元的协议, Authentic Brands Group 的产品组合包括 Juicy Couture 、 Nine West 和 Jones New York ,以开发和分销大麻产品。最初,这意味着(大麻衍生的) CBD 产品,如在全国各地的零售商店和商场销售的脚霜和薄荷。Corona 啤酒制造商星座( ConstellationBrands )和烟草巨头奥驰亚( Altria )等公司也通过数十亿美元的投资进入 CBD 游戏。 部分利益激增可归因于2018年农业法案的通过,该法案将工业大麻生产合法化,将其转变为主流农产品。Tilray 最近斥资3.14亿美元收购了世界上最大的大麻公司 Manitoba Harvest 。 重要的是,农业法案也明确允许大麻衍生的生物多样性公约产品跨越国界。这些变化之后,从联邦政府的《受控物质法案》中删除了血红素衍生的 CBD 石油,这意味着该法案在全国范围内已在联邦一级合法化。这使得 CBD 在联邦一级的特权到目前为止被拒绝给 THC 。 但航行并不完全顺利。食品药品监督管理局(Food and Drug Administration)还没有发布新的规则或指导方针来规范可食用 CBD 产品的销售,导致一些司法管辖区——包括缅因州、俄亥俄州和纽约市——强迫供应商从货架上拉回 CBD 供应的食用和饮料。去年12月, FDA 专员 ScottGottlieb 发布了一份声明,指出 CBD 产品在食用或补充形式上不合法——除非获得 FDA 的批准。 该行业希望 CBD 被列为“公认的安全”,因此它将被分类类似于香草调味和咖啡因。加入这个行业的议员至少有十几位,他们要求食品和药物管理局重新考虑其关于食品生物多样性公约的政策,以便在没有 FDA 批准的情况下生产和销售生物多样性公约。哥特利布已经显示出软化他地位的迹象。他最近告诉国会,他将在4月举行首次关于《生物多样性公约》的公开听证会,这是制定正式准则的途径。 然而听证会正在上演, CBD 注入的产品并没有消失。如今,近7%的美国成年人使用 CBD 产品。这一数字预计将在未来几年增长到10%,随着 CBD 的继续普及,它将继续吸引更多的新消费者进入市场。

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