We also see more vape consumers reporting stress from mental health conditions. Nicotine and CBD are substances that can influence our moods. Whether consumers are using vapes to alleviate mental health issues—such as like anxiety—or their vape use is contributing to mental health strain, knowing what stresses core consumers allows brands to provide better solutions to their problems.
Lastly, CBD vape users stress over “general health concern.” Compared to the general population, nearly twice as many CBD vape users report this as a top stressor. Nicotine vape users do not over-index for this stressor. CBD has been purported to help with an array of health conditions, so those who are stressed by ailments may be turning to CBD vapes for general health and wellness relief.
With the impending United States Postal Service ban on mailing nicotine vapor products, consumers will have to rely on brick-and-mortar channels unless another solution comes along. This will only increase competition between CBD and nicotine vapes on the shelf. Knowing who each consumer is, how they are different and where there’s overlap allows vape brands to be strategic with product development and messaging to successfully compete.
Data source: Brightfield Group’s Evergi platform. Survey fielded December 2020. N = 5,000 U.S. General Population
This story first appeared in the May/June 2021 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Contributed by Madeline Obrzutm, a content specialist from Brightfield Group.
