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Новости/Аналитика

Profile of modern hemp shopper

16.06.2020

The results of a study conducted in the United States demonstrate that about 75% of buyers are not familiar with the terms “ensemble effect”, “endocannabinoid system”, “terpenes” or other hemp constituents with significant therapeutic properties; the information that most interests potential consumers is the availability of hemp products, followed by the amount of cannabidiol and tetrahydrocannabinol in them; potential consumers prefer to get the information they need from sellers of hemp stores and only then look for the data they need on the Internet; if it is impossible to obtain the necessary information in the course of personal communication, outside of social networks, potential consumers prefer to receive information about hemp or products made on the basis of hemp raw materials, mainly using the World Wide Web or online video.

On the one hand, in Ukraine various kinds of data are systematized and also used by literally several companies specializing in the analysis of the national and world hemp market, determining global / national trends on their basis and capable of formulating some forecasts, as well as characterizing the dynamics of its development. On the other hand, only in 2020, for the first time, the Hemp Consulting information and analytical platform initiated the study “Hemp beauty industry in the world and Ukraine” for the first time, which also includes a survey on specific topics - i.e. within the country, the study of public opinion on specific topics related to hemp is not conducted. In addition, it must be borne in mind that developments on all issues in the field of modern hemp breeding are mostly custom-made, i.e. closed nature. That is why our esteemed readers may be interested in the materials “Hemp Tracking Study”, obtained as a result of a survey conducted by Oasis Cannabis to study consumer attitudes toward plants in the United States. The materials were obtained as a result of interviewing about 20 thousand buyers of hemp products in the territory of all administrative-territorial units of the country, conducted from September to December 2019.

As a result of the study, it becomes clear that the stigma of hemp as a drug is gradually decreasing. Consumers of hemp products actively discuss various aspects related to the use of plants for industrial, medical and recreational purposes, share tips and give recommendations to each other on this topic. In particular, a study by our American colleagues suggests that:

•  half of the consumers of legal psychoactive hemp primarily turn their attention to the plant not because it can be used for recreational purposes, but solely for medical and health reasons. In addition, every fifth buyer will not share the above concepts at all;

• the  first most popular source of recommendations on the need to purchase hemp products are representatives of the family of the potential buyer, as well as his close acquaintances and friends;

•  more than 70% of respondents are not familiar with the terms “ensemble effect”, terpenes, flavonoids, finols, terpenoids, etc., and accordingly do not have a clue about the therapeutic properties of the above constituents of hemp, as well as the synergistic effect that occurs if the above therapeutic plant elements are used comprehensively.

Based on the results of the surveys, the Oasis Cannabis and Hemp Tracking Study experts concluded that:

• the  main source of information about hemp or products that are made using the plant (about 43% of consumers) are friendly or family ties;

•  22% of respondents say it is “the recommendation of friends or family members” as the main incentive to try new products that appear on the hemp market in the United States.

Hemp companies should not lose sight of the aforementioned “environmental effect” power of a potential consumer. In addition, it is necessary to take into account the fact that in the USA it is women who “play the main violin” in the field of education related to hemp issues. Those. the above factors give good reason to focus on reaching a female audience as part of building an effective sales system. It should be borne in mind that despite the fact that family members, as well as friends, are one of the main incentives for the potential acquisition of hemp products, it is expected that the use of electronic means of disseminating information about the benefits of hemp products will grow dynamically.

Consumers need to demonstrate the benefits of hemp products on a regular basis.

Despite the fact that recently there has been a certain activity of business entities related to the education of hemp products consumers, most of the potential buyer is looking for the information he needs through sources familiar to him. It is this factor that determines the rather unexpected results obtained during the study:

•  about 75% of buyers are not familiar with the terms “ensemble effect”, “endocannabinoid system”, “terpenes” or other hemp constituents with significant therapeutic properties;

• The  information that most interests potential consumers is the availability of hemp products, followed by the amount of cannabidiol and tetrahydrocannabinol in them;

•  potential consumers prefer to get the information they need from specialists working in dispensaries (typical for North America), from sellers of hemp stores (typical for Ukraine), and only then look for the data they need on the Internet;

•  if it is impossible to obtain the necessary information in the course of personal communication, outside of social networks, potential consumers prefer to receive information about hemp or products made on the basis of hemp raw materials, mainly using the World Wide Web or online video.

From the foregoing, our American colleagues conclude that education is essential for influencing both regular and potential consumers of hemp products. The information provided to customers should primarily be focused on the healing and therapeutic properties of the plant, which are inherent in nature itself not only in leaves and inflorescences, but also in seeds, root, fiber or fire.

Interest in the first use of the therapeutic properties of hemp plants

Consumers of hemp products primarily refer to hemp not as a recreational drug, but as a means that can significantly improve their physiological condition or, if necessary, cure a number of serious, including chronic, diseases.

In particular, during the study, our American colleagues found that:

•  48% of consumers use the plant as a whole or mainly for medical / health reasons, and 19% of the respondents do not distinguish between medical / health and recreational use at all;

•  information related to the solution of medical / health problems is primarily of interest to potential consumers of hemp products using the therapeutic properties of the plant to treat problems with anxiety (51%), depression (44%), and insomnia (31%);

• the  basic values ​​of the purchased products related to the healing potential of hemp can be reduced to the following positions: “naturalness”, “availability of potential for healing”, “medical properties”.

Emphasizing the attention of potential consumers to the above advantages of hemp products will become the basis for promoting the products manufactured by companies on the market. 

Commentary by the Ukrainian Technical Hemp Association

It can be argued that a study by our American colleagues suggests that today's views of consumers of hemp products look different than how they looked at cannabis products several years ago. At the same time, the potential inherent in the hemp plant by nature itself suggests that in the case of large-scale educational activities, the demands of buyers purchasing hemp products will differ significantly from those that are currently observed. A constant analysis of the preferences of buyers of hemp products, far beyond the data on the number and nomenclature of sales, will be crucial in order to survive the growing financial crisis and provide an additional incentive for further development not only on the national but also on the international hemp market .

The above information allows us to draw a number of extremely simple conclusions:

- The USA, Great Britain, European countries are actively protecting their market from a number of food products and feed additives for animals, which include cannabinoids. This suggests that at the level of government officials of economically developed countries there is an understanding that not every product containing derivatives of hemp plants is safe;

- given the huge list of products that have been banned for sale in the United States, Great Britain, and also in Europe over the past 1.5 years, the question of whether it can be sold “to stock countries” is not debatable;

- given the absence of any regulatory framework on this topic in Ukraine, as well as established sales systems already carried out using modern means of communication, the basis for the sale of cannabinoid products banned for sale in economically developed countries is based on smuggling schemes for its import into our territory country. The inexperienced Ukrainian consumer, who focuses primarily on the price tag, at the moment does not even think about the fact that the cannabinoid products sold in our country, besides getting into it bypassing the current legislation, can not only benefit, but also have a significant negative impact on human body;

- taking into account the dominance of the national market of poor-quality cannabinoid products sold mainly “at bargain prices” by companies from economically developed countries, which prevents the development of an effective regulatory framework that provides the opportunity not only to check the products imported into the country, but also create conditions for development relevant industries using the therapeutic properties of technical hemp of a therapeutic orientation used for industrial purposes (food, cosmetics, biologically active / feed additives, etc.).

Обучение в рамках "Конопляного Университета"
15.09.2020

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