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Interest in the role of the cannabis derivative cannabidiol (CBD) in the wellness market has continued to rise, despite some concerns over safety and ongoing regulatory issues over its use. Its current growth spurt in new product activity started in 2018 and continued through 2019 and 2020 amid rising consumer awareness.
In particular, CBD’s potential as a disruptor was highlighted as one of Innova Market Insights’ Top Trends for 2020. It was billed, “A Star is Born,” and is based on growing consumer familiarity with CBD use in supplements, foods and beverages. Moreover, new products increasingly are moving toward the mainstream.