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Organizations
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Locations
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Quotes
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Market research report / financial analysis
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1.24 MB
Summary
This document is page 31 of a 'Cowen Collaborative Insights' market research report dated February 25, 2019. It analyzes the pricing segments of various CBD capsule brands and presents demographic data (gender, age, income) regarding CBD capsule usage based on a January 2019 survey. The document bears a 'HOUSE_OVERSIGHT' Bates stamp, indicating it was part of a document production to the House Oversight Committee, likely as part of a larger cache of financial or corporate records.
People (1)
| Name | Role | Context |
|---|---|---|
| Michael Cella | Recipient |
Named in the watermark: 'This report is intended for michael.cella@cowen.com'
|
Organizations (19)
Timeline (1 events)
January 2019
Cowen proprietary consumer survey conducted with ~2500 participants regarding CBD use.
N/A
Relationships (1)
Email address michael.cella@cowen.com listed in watermark.
Key Quotes (2)
"Mary's looks to be squarely positioned as the most premium brand across all companies analyzed, in particular for their Elite capsule line, which offers 150 mgs of CBD and retails for $90."Source
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Quote #1
"Utilizing our proprietary consumer survey, CBD capsule use looks to over-index with males, which shows over a 10 pt delta relative to women."Source
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Complete text extracted from the document (1,987 characters)
COWEN
COLLABORATIVE INSIGHTS
February 25, 2019
COLLABORATIVE INSIGHTS
February 25, 2019
Along with tinctures, capsules represent one of the more mature form factors within CBD. Mary's looks to be squarely positioned as the most premium brand across all companies analyzed, in particular for their Elite capsule line, which offers 150 mgs of CBD and retails for $90. For context, the closest price point to Mary's comes from Sagely Naturals at $0.17 per mg. Brands look to be very competitively priced in terms of value, with seven of the brands coming in at $0.10 or below.
Figure 37 Capsules Competitively Priced On Value
CBD Capsules by Price Segment
$0.75 $0.60 $0.43 $0.17 $0.14 $0.12 $0.12 $0.12 $0.12 $0.12 $0.11 $0.10 $0.09 $0.09 $0.07 $0.05 $0.05 $0.05
$0.75 $0.60 $0.43 $0.17 $0.14 $0.12 $0.12 $0.12 $0.12 $0.12 $0.11 $0.10 $0.09 $0.09 $0.07 $0.05 $0.05 $0.05
Mary's Medicinals
Mary's Nutritionals
Sagely Naturals
Hemp Bombs
CW Hemp
Green Roads
CV Sciences
Premium Jane
Pure Kana
Lord Jones
Canna Hemp
Try The CBD
Elixinol
cbdMD
Curaleaf Hemp
Lazarus
Green Mountain
Mary's Nutritionals
Sagely Naturals
Hemp Bombs
CW Hemp
Green Roads
CV Sciences
Premium Jane
Pure Kana
Lord Jones
Canna Hemp
Try The CBD
Elixinol
cbdMD
Curaleaf Hemp
Lazarus
Green Mountain
S. Prem. (>$0.46)
Prem. ($0.34-$0.46)
Value (< $0.19)
Prem. ($0.34-$0.46)
Value (< $0.19)
Source: Company Websites and Cowen and Company
Note: Reflects price per mg of CBD; For companies with multiple SKUs, we used a straight line average
Note: Reflects price per mg of CBD; For companies with multiple SKUs, we used a straight line average
Utilizing our proprietary consumer survey, CBD capsule use looks to over-index with males, which shows over a 10 pt delta relative to women. In addition, on a relative basis to other form factors, CBD capsule use is more popular with younger, lower-income consumers, which perhaps explains the notable competition seen within the value segment.
Figure 38 Capsule CBD Use Over-Indexes To Males And Skews Younger And Lower Income
CBD Capsule Use
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Total: 22.1%
Gender: Male 27.7%, Female 16.9%
Age: 18-34 24.7%, 35-54 22.2%, 55+ 14.8%
Income: <$50K 23.2%, $50K-$100K 21.8%, >$100K 16.7%
Gender: Male 27.7%, Female 16.9%
Age: 18-34 24.7%, 35-54 22.2%, 55+ 14.8%
Income: <$50K 23.2%, $50K-$100K 21.8%, >$100K 16.7%
Source: Cowen Survey, N=~2500, January 2019)
COWEN.COM
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[Right Margin Watermark text]: This report is intended for michael.cella@cowen.com. Unauthorized redistribution of this report is prohibited.
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