In order to better understand its customers, the Swiss CBD industry has carried out a major study, aimed at drawing a composite portrait of the consumer of this type of product.
Who uses CBD today?
The study in question was funded by a number of economic actors from CBD Switzerland. It is based on a total of 1290 online responses, provided by consumers from around fifty different brands.
From the information gathered, it would seem that the “average” CBD consumer has a fairly high level of education. This is explained by the fact that almost half of the respondents (41%) have a university degree or a grande école. In other words, the average Swiss CBD buyer is more educated than the national average, which stands at just 31%.
Who is buying what?
Thanks to the development of this composite portrait, it was possible to observe a strong over-representation of men among CBD users. In fact, two thirds of respondents are male (66%), against only 31% of female people.
In addition, it seems that the way of consuming CBD varies significantly between men and women: men are more inclined to consume flowers, while women are clearly more attracted to CBD oil. To be more precise, 68% of men consume CBD flowers, and 38% of oil, while among women, the share of grass is in the minority (35%) and that of oil predominates (71 %). We can therefore conclude that the fact of consuming CBD flowers is still very much attached to masculine codes today.
Unsurprisingly, most consumers of CBD products are quite young … which doesn’t necessarily mean they’re all young adults. In fact, the largest share of consumers is in an average age between 31 and 40 years (31%). The second majority share goes to the 18-30 age group (26%), followed by the 41-50 age group (21%). The 51-60 year olds, on the other hand, represent only 12% of consumers, and finally, the over 60 group is at the bottom of this ranking, with only 10% of CBD consumers.
The standard of living of these consumers is quite average. In practice, 38% of consumers have a salary of less than 3,800 euros per month, but beware, the cost of living and salaries are much higher in Switzerland! 29% of respondents earn between 3,800 and 7,600 euros per month, which actually corresponds to the average salary in Switzerland. Finally, 16% of consumers really have a high standard of living, with a salary of over 7,600 euros per month.