Minor Cannabinoids Bring Innovation to CBD Category

With the turn of the calendar into 2022, there has been no change to the federal regulation of CBD products, but we may see some different items sold at the mainstream store level this year.

While most grocery chains aren’t comfortable selling food and beverage products that haven’t yet been approved by the U.S. Food and Drug Administration (FDA), many are selling CBD topicals such as lotions, creams and salves.

But this year, the change we’re likely to see is topicals containing minor cannabinoids. The major compounds in the cannabis plant are CBD and THC, but there are many others, which can be extracted in smaller amounts “and are associated with different health and wellness effects,” said Jamie Schau, senior insights manager for Brightfield Group, a CBD/cannabis research firm in Chicago.

Minor Cannabinoids

Three of the most prevalent minor cannabinoids are CBN, which reportedly helps with sleep problems; CBG, which is associated with immunity; and Delta-8, which is said to cause a light high in consumers and help with stress and anxiety.

So far, these minor cannabinoids are showcased in products that already feature CBD, said Schau, since consumers are fairly unaware of them. “Once they get better known they’ll probably be stand-alone in products,” she said. Companies are capitalizing on them: “They’re being used by manufacturers as a source of innovation.”

At the grocery level, expect to just see these minor cannabinoids in topical products for now, though they are being added to other products such as beverages and gummies, to be sold in dispensaries and specialty stores, Schau points out.

Post-FDA Approval

Schau doesn’t expect to see CBD approved by the FDA until the end of this year at the earliest, though Jessica Lukas, SVP of commercial development for BDSA, a cannabinoid data company in Louisville, Colo., is hopeful it will be sooner. Once it’s approved, this is what we’ll be likely to see in supermarkets:

Beverages

Expect to see more major beverage companies moving into the CBD space, Lukas said. Already, Constellation Brands is investing in Canopy Growth, Molson Coors has a joint venture with Truss USA, Anheuser-Busch is partnering with Tilray and Ocean Spray launched CarryOn, a line of CBD-enhanced sparkling waters in 2020.

Lukas expects retailers will have beverage shelf sets ready to go once CBD is approved. “They can activate that very quickly. I think what could be missing is the mainstream CPG companies have been working on something but might not be ready,” she said.

She expects the drinks category to do well. Beverages fit into a health and wellness space in consumers’ mindsets, she added, and “people are used to buying functional beverages and using them to relax.”

Jeff Crumpton, retail product marketing manager for SPINS, a wellness-focused data technology company in Chicago, expects to see CBD first in waters, carbonated beverages, tea and coffee.

And they’ll appeal to just about everyone, he said: “Beverages fit into everyone’s life and they’re affordable.” 

Tinctures

Tinctures, which harken back to the days of the apothecary, are not likely to appeal to the mainstream American because consumers aren’t used to using them. However, they’re quick-onset and concentrated and can help people who are concerned about the stigma of cannabis, Schau said. However, growth will likely be in specialty stores more than the grocery channel.

Gummies

Gummies have been exploding and are easy for consumers to accept as they can be taken as part of a routine, just like vitamins, Schau said.

“Gummies have solidified themselves as a very convenient and accessible product,” Lukas said. “They by far dominate CBD ingestibles and edibles, so it’s not surprising to see that transition over.”