By Ida Vallo Morris
Social Media & Content Manager
It is becoming a common sight to see cannabidiol (CBD) products in stores, like Urban Outfitters, Ulta, and Bed, Bath & Beyond. CBD is practically everywhere, as more and more people recognize and rely on their anti-inflammatory and antioxidant benefits, for both people and pets. Products containing CBD are exploding in popularity, from food to skincare to health and wellness. Mainstream retailers are expected to see over $20B in sales by 2024.
A major roadblock in widespread CBD product visibility is that major online advertising platforms (Facebook, Instagram, Google, Amazon) don’t allow CBD ads on their channels. But there are still many other opportunities for CBD brands to reach their most sought-after audiences online.
The other part of the cannabis plant is the Tetrahydrocannabinol, that gives that ‘high’ feeling. States continue to reduce criminal penalties for using and having pot, others are seeing the incredible cash crop it’s been for their neighbors and are well down the road to legalization.
While there is controversy surrounding CBD and THC, did you know that there are more than 100 other cannabinoids found in hemp? And did you know, out of all of those, CBG is projected to be the new It Girl of the cannabis plant?
What is CBG?
Cannanbigerol (CBG) is another chemical that’s found in the cannabis plant. It’s called the stem cell or mother of other cannabinoids because CBG-A, the acidic form of CBG, is what breaks down to form CBG, CBD, THC, and CBC. Almost all CBG-A turns into THC-A and CBD-A early on, so the yield can be 10-20 times lower.
CBG is similar to CBD, in that it’s non-intoxicating. They affect the body similarly and have anti-inflammatory properties. CBG was discovered in the 60s, and most research has happened in the past decade. But it has great therapeutic promise, with ongoing laboratory studies using CBG to treat a wide range of ailments, from bacterial infections to cancer. It triggers receptors that specifically affect mood, pain management, and appetite,
Potential Benefits of CBG and Why Brands Should Pay Attention
Because of its vast potential—and the incredible success of CBD products—CBG is up next. It’s predicted to be the next cannabis product that will be extensively researched and developed, and then, of course, added to countless mainstream products.
Early studies show that CBG has a similar, positive effect on glaucoma as its siblings THC and CBD, but without two main side effects. And it was shown to have “potent activity” against MRSA and other drug-resistant bacteria. Much more testing is needed, of course, but the safety and efficacy of other cannabinoids—and the money they make—is turning the quiet murmuring about CBG into a rumbling roar.
In 2018, the National Center for Complementary and Integrative Health (NCCIH) announced that it would begin research on cannabinoids, including CBG, to determine their success at managing pain.
The momentum is building, and companies are already getting in on the ground floor of CBG products. SponsorsOne, which operates in the craft alcohol, functional beverage, and cannabis space, recently introduced an oral-dissolving CBG tablet. Produced by GO Neutraceuticals,
Taking Advantage of the Future of Cannabis
If you could jump into your DeLorean and head way back to 2016, before the CBD market would explode the following year, what would you do differently to capitalize on it? Unfortunately, that ship has sailed. But the good news is you could be doing all those things now with CBG.
Advanced techniques are making it easier and easier to extract CBG, and industry-leading cannabinoid brands are banking on its success. In fact, CBG is expected to be a real competitor to CBD in just a few years.
Unless you’re a giant pharma or other such brand, the chances of building a successful CBD business are slim. But the future of cannabinoid marketing includes being knowledgeable about how all the non-intoxicating cannabinoids work together and ensuring that consumers are able to trust the safety of your products. Partnering with a media company that knows the ins and outs of cannabis marketing will help you stay within the laws and connected with precise consumers.
“It’s definitely gaining momentum,” says James Rowland, CEO of Steve’s Goods, a Colorado brand that specializes in producing CBG products. “We have personally administered CBG to thousands of people at over 50 events. It’s the most requested product on our website and we provide education to thousands of receptive people both in person and online every month.”
Now is also the time to connect with reputable and reliable suppliers, to make sure you’re positioned properly wherever the market leads. For example, because CBG is expensive to produce and hemp growers have to choose between harvesting their crops for CBG or THC/CBD, brands are beginning to breed plants that have higher yield levels of CBG. A few short years from now, when CBG products are filling the shelves, will be too late.
And of course, with anything marketing, research and data are crucial. Make sure the labs and other facilities you partner with are transparent and have proven staying power.
Just as consumers had to learn about the differences between THC and CBD, they’ll need to learn about CBG. But the groundwork is already there. Brands need to make sure their teams are educated about the specific benefits of each cannabinoid product and can explain them to their audiences in a factual and easy-to-understand way.
It won’t be long before we’re seeing CBG products right next to the Yankee Candles and Soda Streams at Bed, Bath & Beyond.