Tobacco Business

[ 70 ] TOBACCO BUSINESS [ MAY / JUNE | 21 ] Data source: Brightfield Group’s Evergi platform. Survey fielded December 2020. N = 5,000 U.S. General Population C Consumers have an array of choices when it comes to vapor products in 2021. Nicotine vapes have become widely available at convenience stores and smoke shops, and new cannabinoid-based vapes have entered the market since 2018 when the U.S. Farm Bill legalized hemp-derived cannabinoids. CBD and nicotine vapor products compete on the same shelves now. So, who is choosing each? The vape they use is just one aspect of these consumers’ lives. Using Brightfield Group’s new Evergi platform, the differences in the product preferences and causes of stress for CBD vape users and nicotine vape users can be explored. Knowing what they look for in products and the problems they face is a great starting point toward creating innovative solutions for these consumers. Demographic Overview • Both types of vape users are most likely to be millennials. • Only 5 percent of CBD vape users are Baby Boomers, whereas 14 percent of nicotine vape users are Baby Boomers. • Both users skew male. • CBD vape users have more high-income users. Nicotine vape users are more evenly distributed between lower and upper incomes. 57% 30% 5% 58% 43% 31% 51% 28% 14% 59% 35% 37% Millennial Gen X Baby Boomer Male Upper Income Lower Income CBD Vapes Nicotine Vapes 35% 19% 27% 20% 38% 27% 30% 11% Money causes stress Work causes stress Mental health condition causes stress General health concerns CBD Vapes Nicotine Vapes Product Preferences What product claims are important to these vape users when shopping for food and beverages? Nicotine vape users look for products that are energy boosting, while CBD vape users are more likely to look for products that help with sleep and promote relaxation. These preferences align with each vape’s purported effects. Nicotine provides a boost of energy and attentiveness. CBD products are positioned for a variety of needs—especially focus, relaxation and sleep. When it comes to the types of nutritional label claims they look for, nicotine vape users under-index for nearly all of them. They are less likely to look for products that are low sodium, low sugar, low fat and low carb. Conversely, CBD vape users over-index for several of those nutritional label claims—especially low sugar. It seems CBD vape users desire products that help with their health and wellness goals significantly more than nicotine vape users do. Finding Innovative Solutions for Vapor Consumers Causes of Stress Brightfield Group asked respondents in our Evergi consumers study to list their top three stressors. Both nicotine and CBD vape users are particularly stressed by money, with nicotine vape users 81 percent more likely than the general population to report money as a top stressor. Regularly purchasing vape products costs money. This may cause strain when paying for other aspects of American life. 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. TB Contributed by Madeline Obrzutm, a content specialist from Brightfield Group. CBD Vapes Nicotine Vapes Gen Pop. ALTERNATIVE