CannaVu, the largest curated collection of compliant advertising for Cannabis and CBD marketers, just released its inaugural “CBDscape: State of the North American Hemp/CBD Market,” which is now live at https://cannavu.net/cbdscape
CannaVu’s CBDscape diagrams the relationship between various stakeholders in the Hemp ecosystem, from businesses growing and producing the products to the brands facing the consumers. The CBDscape is modeled off of CannaVu’s CANNAscape conceptual diagram which is the leading document for understanding the Canna-ecosystem.
The CBDscape identifies notable participants including those involved in farming/extraction/wholesale, lead-gen portfolio companies involved in the segment, leading brands, segment leaders in beauty, terpenes, pets, drinks, edibles, as well as the retailers and sites driving near-term sales. More than 150 companies are represented in the first edition. The CANNAscape is available for download at http://CannaVu.net/cbdscape
“Few new product categories have caught consumer interest and acceptance as quickly hemp-based CBD products,” stated Miles Dennison, Chief Executive Officer at CannaVu. “This industry, however, is crowded and most of the brands are too new to generate the types of awareness, preference and buyer connection of a typical consumer packaged goods brand. While there’s certainly a race to capture lower-funnel buyers, the businesses that create brands that transcend the category will ultimately win. And nobody has done that yet.”
CannaVu developed the CBDscape as an internal strategic planning tool, but decided to make it available more broadly, to answer questions from media companies, strategic partners, investors, advertisers and their agencies about the evolving CBD ecosystem. CannaVu uses the information to build advertising packages and attract new premium publishers to its platform. The CBDscape will be updated monthly, with drill-downs planned around regional and rapidly evolving specialty areas.
“To many consumers, ‘CBD’ is the brand, not the companies creating and selling the products,” said Paul Calento, Chief Operating Officer at CannaVu. “That’s dangerous, as a sales-before-brand mindset can create a race to the bottom for new businesses dependent on quick and near-immediate sales. As a result, the CBDscape is likely to change significantly over time, which is why we’re committing to a quarterly update schedule.”