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Industry entrepreneurs predict 2022 CBD trends

As we get ready to welcome another year, we ask CBD industry insiders to predict what 2022 holds for the sector.

This year has been a difficult one for businesses but especially those in the CBD space. As well as navigating the novel food regulations, there have been supply issues, shipping problems, lockdowns and Covid-19 restrictions. Now that we have vaccines yet new strains, new regulations and also the publication of the Novel foods list coming in the new year, we ask:

What’s next for 2022?

We asked a few cannabis and CBD brands where they see the industry heading next year and what opportunities, or difficulties, to expect.

Fergus Kerrigan founder of Ethos CBD : European consolidation and the Irish market

Irish brand Ethos CBD was founded by Fergus Kerrigan and Amy O’ Flaherty in 2020. They offer a range of CBD oils, tea and they have recently moved into the topicals market with the creation of a new balm.

Fergus said: “When it comes to Europe, we believe there will be greater consolidation in the CBD industry with the number of brands reducing, but the overall quality of products going up. This will be spurred on by stricter regulatory conditions and by increased customer knowledge on what represents quality. Customers will demand functional products that help their individual wellbeing needs.”

When it comes to the Irish market, he explained that Ireland has been slower to adopt CBD but it’s getting there:

“Ireland has been a much slower adopter of CBD than the UK, however, we have noticed a tipping point in the customer perception of CBD. The conversation is much more open and educated and it’s getting wider coverage from the quality press. This is a positive sign for the growth and adoption of CBD products however there are key challenges, mainly poor contradictory regulation and lack of investment in hemp farming.”

Marc Burbidge, CEO of B3 labs: Terpenes in CBD and a boost for the drinks industry.

When it comes to industry trends for next year, Marc believes it will be the year where terpenes and blends become important, along with CBG.

“When I came into the industry, it was all about herbs, terpenes and different cannabinoids for me. When I spoke about this, people looked at me like I was a bit odd but this is exactly what’s happening now.

“Another key area will be the innovation in encapsulations, increased bioavailability and potentially more growth in the drinks. That’s where I see the industry wanting to go, but whether the regulatory framework will allow it to go there is another question.”

Danny Purton of Herbotany Health: on the public list.

Danny predicts that the public list will cause some uncertainty for brands which should last well into 2022.

“The big one for the industry is the public list. Whoever is on the public list, then their products will have a pathway to show they are safe as the efficacy will be what it says on the bottle. There will definitely be an industry acclimation for CBD brands where some will miss out, some will have to start the process from scratch or get help from other companies.

Danny also hopes to see more freedom with what brands can and cannot say about CBD.

“I’ve had a number of clients come to me who have had really bad times with Covid or have debilitating long Covid symptoms. They take CBD and say to us that it changed their life in terms of improvements. These are the stories we love and why we went into CBD but we can’t tell the public and that’s so frustrating.”

Predicts: Natalie from Empwr Botanics

Natalie Meredith, Founder of Empwr Botanics: CBD in skincare

Natalie predicts that more of the big brands will be adding CBD to their main ranges.

“One trend I’ve noticed is skincare. I see big companies starting to put CBD into their skincare range like Body Shop, Boots or Superdrug so it’s definitely catching on.

“Until the FSA decide to approve some applications for oils and other products, there are going to end up being a few stand out companies who have the money to advertise. Those who have the resources are going to be the stand out ones when it comes to anything consumable like oils or capsules.”

She also sees CBD playing a bigger part in wellness based on the American industry.

“I think CBD is going to go in a positive direction but it will be a struggle to find better ways to regulate it. It will become easier and a normal lifestyle thing rather than a trend everyone is jumping on. If America is any blueprint to go off then it will be a lifestyle thing where everyone says, ‘of course, I take CBD, don’t you?'”

Jeff Chen, Radicle Science: on the US outlook and growth in minor cannabinoids

Jeff predicts that there will be a call for more clarity around CBD in the US.

“One big development is the call for regulatory clarity in the US. CBD sits in a limbo where people are selling it but the FDA keeps saying you can’t sell this and it needs to be [classed as] a pharmaceutical drug. It has prevented major retailers from selling CBD and interfered with banking, credit card processing, even advertising. That’s really unfortunate. There needs to be more clarity.”

He added: “I know a congressional member has tried to pass bills, so who knows when this clarity is going to come or if the regulation is going to be stricter or less strict than it is now. The regulatory clarity is something I hope we see in 2022.

Jeff also highlighted the growth in minor cannabinoids.

“There is a growing amount of interest in the minor cannabinoids. People are starting to talk about CBG and CBC or even Delta-8 THC. People are finally thinking beyond THC or CBD to the world of the multiple cannabinoids that are available. Now thanks to demand, people are starting to breed different strains that produce cannabinoids.  Normally they are found in such small amounts in the plant that people are genetically engineering microbes that can effectively produce these minor cannabinoids.”

Predicts: A box of DNA CBD

David Molloy, founder of DNA CBD: CBD education and CBD isolate

David predicts that the industry will see more scientific evidence come to light, and also a growth in CBD isolate on the market.

“I think there will be an increasing number of health practitioners intrigued about the burgeoning evidence surrounding CBD and its constituents as a whole plant and as a safe and well-tolerated supplement. Education will be on the rise which will be great for the industry and the communities at large, and with that a move from CBD being a last resort to consider a practical first response.

“We have already seen a huge trend due to regulation towards a reductionist health approach with more CBD isolate on the market. It will be important for customers to appreciate that these are six to 10 times less potent, mix easier with medications and are harder to acquire the effective dose. I feel we should be ensuring choice that reflects the growing nutritional movement of gut diversity, whole foods and therefore whole plant CBD in line with this global trend especially considering its heightened safety profile and potency.”

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