Millennial women raising kids are a growing sector of the delta-8 market, saying it helps relieve stress and anxiety, allowing them to relax.
People are talking about delta-8 THC. For an industry largely unable to advertise, awareness of delta-8 products seems to be spreading by word of mouth.
Quick stats from data analyzed by Brightfield Group market research firm:
163% — The increase in online social conversations about delta-8 from December 2020 to April 2021.
23% — The number of American CBD users aware of delta-8 THC in surveys done in Q2 (April - June) of 2021.
50% — Those who are aware of delta-8 and have made a purchase.
34 — Average age of a delta-8 purchaser
53% — Percentage of delta-8 buyers who are women
What are people using it for?
According to Brightfield Group, these early adopters are using delta-8 to:
• Reduce stress
• Soothe anxiety
• Promote relaxation
Prior CBD use also plays a role in willingness to try delta-8. The Brightfield Group found that people are more likely to purchase delta-8 products the longer they’ve been using CBD. “Being comfortable with CBD through experience, they are more open to trying new cannabinoids,” the research team wrote.
Three reasons moms from the millennial generation are excited about delta-8 THC
1. Moms need relief, and they’re finding it in CBD and delta-8
Stressed out by the demands of work, school and child rearing — which became even more difficult during the pandemic — moms are finding relief in CBD and delta-8 products.
“CBD sales among millennial moms – one of the industry’s most coveted segments – have more than doubled over a two-year period beginning June 2019,” writes C.L. Price for CBD Retail Trends.
“We’re seeing steady increases in the number of millennial moms coming in, asking about and coming back for delta-8 products,” Joel Mackey, director of digital marketing for CBD American Shaman, told Price. “They are a very loyal customer segment.”
“We’re seeing steady increases in the number of millennial moms coming in, asking about and coming back for Delta-8 products.”
Beyonce’s recent explanation of why she uses CBD (not delta-8 specifically) serves as an example of the challenges facing mothers today.
“I think like many women, I have felt the pressure of being the backbone of my family and my company and didn’t realize how much that takes a toll on my mental and physical well-being,” she told Harper’s Bazaar.
2. It’s affordable and convenient
Although delta-8 exists in a bit of a regulatory gray area due to a loophole in the 2018 Farm Bill, the fact remains that in many places you can walk into a store and buy it. Without breaking the proverbial bank.
Writing for C Store Decisions, a convenience store industry publication, Isabelle Gustafson reports, "More scientific research is needed to confirm its effects, but delta-8 is considered by some to provide the health benefits of CBD alongside a milder psychoactive high. Thus, in the places where delta-9 THC is illegal, delta-8 is often seen as an affordable, convenient way to experience psychoactive cannabis.”
“In the places where delta-9 THC is illegal, delta-8 is often seen as an affordable, convenient way to experience psychoactive cannabis.”
Gustafson also notes that delta-8 purchasers are more likely than CBD users to say they use it to unwind. “On social media, 20% of delta-8 conversations are around relaxation, compared to only 9% of CBD conversations,” she wrote.
3. They’re curious
Delta-8 is still very new on the scene and, according to the Brightfield Group’s research, the most oft-cited reason for trying delta-8 is curiosity. Some 17% of delta-8 purchasers said they just wanted to see what it was like.
Does this hold true for millennial moms? Casual observation suggests so.
Reporting for CBD Retail Trends, C.L. Price writes that in group conversations, Joel Mackey of CBD American Shaman said nearly half of moms expressed immediate curiosity about delta-8. Among those hesitant to express interest in a group setting, some became more curious during one-on-one conversations.
In closing, new research shows that despite challenges in marketing, word of delta-8 THC is spreading. In turn, people are trying it and some of them are coming back for more — especially millennial moms.