Superfood & CBD Industry Data


  • Plant-based food sales in the U.S. rose by more than $1 billion between 2017 and 2019, according to data from the Plant Based Foods Association and the Good Food Institute.
  • Superfood is a growing product category that’s estimated to reach $5.61 billion by 2024.
  • Between 2011 and 2015, there was a 202% global jump in the number of food and beverage product launches with the terms “superfood,” “superfruit” and “supergrain.”1 2015 alone saw a 36% increase in new products with a “superfood” designation. (Mintel, Super Growth for “Super” Foods: New Product Development Shoots Up 202% Globally Over the Past Five Years, May 5, 2016).
  • In 2017, Superfoods accounted for approximately 19 percent of “super” food and drink launches in the United States. (statista, 2018, Share of “super” food and drink launches worldwide).
  • In 2018, the herbs and roots segment of the superfoods market in the U.S. was valued at about 9.8 billion U.S. dollars. The market was expected to reach a value of 15 billion U.S. dollars by 2025. (statista, 2018, U.S. market value of superfoods by type 2018 & 2025).


  • US market for foods and beverages featuring hemp-derived CBD – from relaxation drinks to gummies –worth $2.5b by 2023, or 10.5% of an estimated $23.7b CBD market.
  • Nearly 1 in 7 Americans purchase CBD products to manage pain, mental health, general wellness and sleep issues.
  • 59% of those who purchased CBD for the first time planned to purchase it already and 25% did so on impulse. 7% of first-time users were recommended to do so by a Doctor.
  • 28% of consumers who use CBD products use daily or as-needed.
  • 40% of U.S. adults indicated a willingness to explore CBD.
  • Millennials with four-year degrees are currently the key CBD demographics. 56% of Millennials reported daily use of CBD, compared to 32% of Gen X and 15% of Boomers.
  • 56% of adults 21+ do not know or are confused about the differences between THC and CBD (BDS Analytics May 2019).
  • 58% of survey respondents said they are somewhat, very, or extremely familiar with CBD, while only 14% had never heard of it. 25-34 and 34-44 are the most aware, with 70-71% in each group reporting at least some familiarity.
  • 69% of people say either there is no difference between the effects of CBD and THC, or they don’t know the answer (source: BDS Analytics, 2019).