Cannabinoid coffee in the USA

Coffee consumers are extremely conservative, so the growth of this segment of the food market will be quite long and not as rapid as the use of leaves and flowers with significant therapeutic effect or their derivatives in other sectors.

On the pages of the specialized electronic edition of Ukrainian cannabis growers, the question of the advisability of the presence of hemp coffee on the market of our country has been raised more than once. In particular, they described the peculiarities of its preparation in Germany , as well as in Latvia , emphasized that “ A coffee drink with hemp extract will appear on the US market ”.

Since consumer interest in non-drug cannabinoids of plant origin is not weakening, in the USA several companies at once turned their attention to a specific channel for selling drug-free cannabinoids - the coffee market.

This interest is based on statistics that show that about 70% of the US adult population consume coffee in one form or another. 14% of those who regularly drink ground coffee say they have already tried a “pep drink” with the addition of drug-free cannabinoids. Those. on the one hand, a significant consumer base has already been formed, ready to use “hemp coffee” on a regular basis, on the other hand, the business has not yet paid attention to this market.

The hallmark of the typical coffee buyer is a commitment to using the products of any particular brand, so the appearance on the market of an unknown brand offering hemp coffee is unlikely to lead to massive consumption of this product by potential consumers. Most likely, at the moment when one of the leading coffee brands introduces hemp coffee to its line of products, other brands will also follow this trend and a segment of consumers using hemp coffee will form in the “refreshment drink” market.

Separate touches of the appearance of this kind of trend on the market at the end of 2020 are clearly outlined. In particular, the “Vera Roasting Company” whose alagma product is coffee saturated with resveratrol (a powerful antioxidant contained in the skin of red grapes and contributes to improving the functioning of the nervous and cardiovascular systems, as well as improving muscle condition) brings hemp coffee to the market. The company used resveratrol-infused coffee as the base for its cannabidiol isolate health coffee.

In addition to the undeniable health benefits of resveratrol when combined with CBD, the pep drink produces a milder flavor profile than other brands on the market. Constantly receiving positive feedback from people who try this particular hemp coffee, we can say that consumer demand for this product is gradually forming.

The CEO and co-founder of another company that is experimenting with hemp coffee formulations, CBD Green Roads, claims that hemp-infused coffee is extremely well received by consumers. Regular customers have already appeared who buy the drink prepared in this way for daily use. 

Commentary of experts of the Association "Ukrainian technical hemp"

Coffee consumers are extremely conservative, so the growth of this segment of the food market will be quite long and not as rapid as the use of leaves and flowers with significant therapeutic effect or their derivatives in other sectors. Therefore, the first acquaintance with coffee containing non-drug cannabinoids will be crucial in order not only to interest the consumer, but also to draw his attention to this particular product.

One of the strategies for bringing hemp coffee to the market is to target the attention of various marketing strategies to young consumers who have not yet become conservative enough and are ready to experiment. Naturally, it is necessary to work with this audience through the sales channels available in this particular environment - advertising on social networks, attracting opinion leaders from the youth environment for this, etc.