Swiss study reveals typical CBD consumer

The Swiss CBD Industry publishes a study to get to know its customers better. In this country authorizing cannabis with 1 % of THC, this document provides a profile of the typical buyer. In Switzerland, the average consumer of flowers and CBD oil is a relatively young man with a college education and a fairly high standard of living. He is fairly familiar with cannabidiol, though he is not an expert. Finally, this average customer has only recently started using this substance.

This study, funded by stakeholders in the Swiss CBD industry, is based on 1,290 online responses from consumers at approximately 50 retail outlets. In exchange for their participation, survey respondents received a 15 % gift certificate valid at participating stores. «The information contained in this study is not intended to be complete or exhaustive.», warns Uweed, a sponsor alongside the Swiss Hemp Interest Group.

« L»The average CBD consumer appears to have a relatively high level of education. In fact, nearly half of the Swiss respondents (41%) hold a university or college degree (bachelor’s, master’s, or doctorate).", the document notes. The average consumer is therefore much more educated than the Swiss national average of 31 %.

Men eat flowers; women drink oil

This profile is also characterized by a significant overrepresentation of men. Two-thirds of consumers (66 %) who responded to the survey are men, compared with only 31 % women. This is hardly surprising, since cannabis remains socially associated with men. Even though a few CBD brands are trying to break these rules.

The ways to consume CBD varies significantly by gender. Men consume 68 % of CBD flowers and 38 % of oil. Among women, flower use is in the minority (35 %), while oil use is dominant (71 %). This is a sign that smoking CBD flowers remains strongly associated with masculine norms.

Not surprisingly, consumers tend to be on the younger side… though not necessarily very young adults. The largest segment (31 %) of customers is between the ages of 31 and 40. Next come those aged 18–30 (26 %), followed by those aged 41–50 (21 %), people aged 51–60 (12 %) and, finally, those over 60 (10 %).

Finally, the standard of living is fairly average. 38 % earn less than 3,800 euros per month, but this figure should be viewed in context, given the differences in wages and the cost of living are raised in Switzerland. 29 % of respondents earn between 3,800 euros and 7,600 euros per month, which is roughly equivalent to the average Swiss salary. 16 % are truly wealthy, with a monthly salary exceeding 7,600 euros.

Finally, recreational cannabis (with a high THC content) remains closely associated with CBD users. Admittedly, half of the respondents say they do not use any substances other than cannabidiol. But among the other half who use other drugs, 47 % smoke THC in addition to CBD. However, the use of CBD products reduces THC consumption among a quarter of users who combine «legal» and illegal cannabis.