You are what you eat

When it comes to CBD, most people think of balms and oils, but snacks containing the active ingredients are growing in popularity. Cannabis Health finds out more.

Britain is a nation of snackers. With 66 per cent of the population snacking at least once a day, the appetite for new products is growing all the time.

And one of the largest growth markets is in so-called ‘healthy’ snacks, although some may feel this is somewhat of an oxymoron.

Nevertheless, with the way we eat changing – increasingly busy lifestyles mean more and more people are eating on the go – consumers are looking to get more out of their snacks than just something to eat.

Kale chips, rice cakes, protein bars – these have all risen in popularity over the past few years, as snackers look for something that offers them something in the way of nutritional value.

Research has found that 44 per cent of adults see snacks as a good way to boost their nutritional intake – and with only half of Britons getting their recommended five a day, healthy snacks play a growing role in helping the nation make healthier choices.

With a health-conscious audience keen to try new things and a variety of innovative – and tasty – foodstuffs available, it’s fair to say that CBD snacks have definitely found their time to shine.

Epicurium is a health food distributor based in Consett, County Durham, which has been selling innovative, on-trend snacking products since 2011.

Always keen to offer retailers and consumers something new, the site has been stocking a range of CBD products for nearly a year now.

Customer engagement manager Michael Ratheram explains: “Research has found that about ten per cent of UK adults have tried a CBD snack, and four in ten Millennials would be willing to try CBD in a soft drink, so the demand is obviously there.

“We sell two CBD-infused drinks brands – Leaf Life and Drink420, along with a baked oat bar called Nooro – all are very new to market as you’d expect.

“The market is still very much at the early adopter stage; a year ago, CBD may not have even been on shoppers’ or retailers’ radars – some will have likely have never even heard of it!

“Having said that, the products we stock have been remarkably popular from the get-go – with about 10 per cent of our customers stocking the range.”

As those familiar with CBD will know, one of its principal uses as a health food supplement is for stress and pain relief, and this is as true for snacks as it is for the more traditional oils and balms.

As Epicurium trading manager James Christie explains: “One of the reasons for the popularity of CBD drinks and snacks is the health benefit. People are using these products to relieve physical and mental pain, such as stress, anxiety and insomnia, and so they’re more than happy to swap a sugary, less functional drink for one that satisfies their thirst and gives them something back.”

Consumers’ growing sense of adventure and desire to be different also plays a part, with buyers always looking for the next big thing.

“Today’s shoppers want more than a standard can of pop and chocolate bar,” says Michael. “Instead, they are open to more adventurous ingredients and healthier versions of sugar laden or more mundane options.

“They’re paying closer attention than ever to ingredients and health benefits, demanding more exciting flavours whilst not compromising on taste, and this is all opening up fresh opportunities for growth in the independent sector.”

Of course, CBD is not without its issues – the comparison with cannabis still endures and many consumers are wary of infused products, with ongoing legislative issues adding to the confusion.

Michael says: “I think above all else, there’s still confusion whether or not it’s classed as an age-restricted purchase for retailers to offer, as well as some concerns around legalities due to a lack of understanding.”

James adds: “We find a lot of customers are concerned over certification and still associate the negativity of cannabis with CBD. However, with the novel food classification coming in in March 2021, we will finally see the grey areas removed, with 74 per cent of people supporting the guidance on the subject.”

Despite the concerns, demand for CBD products continues to grow, particularly among younger consumers and those more attuned with what’s on trend – a fact borne out by the types of retailers buying Epicurium’s stock.

Michael said: Our typical customers are likely to be the early adopters and forward thinking retailers –university campus stores, convenience stores in city centre/transient locations, online snack subscription retailers – it’s those agile businesses who want to keep ahead of the curve.

“Universities are always very eager early adopters of new and innovative products, as it’s the perfect fit for their consumer base; it’s new, it’s in the limelight and with Gen-z and Millennials leading the charge in healthy snacking, it’s the perfect item to stock.”

While CBD oils and balms are still popular, particularly for those looking for relief from physical pain, an increased focus on nutrition, combined with a stressed and anxious population in need of new ways to relax, mean CBD snacks may have found themselves in the right place at the right time.