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Fresh Thyme expands its CBD set: ‘We’ve been surprised with the potency levels some people are looking for’
By Elaine Watson contact
08-Jan-2020 – Last updated on 08-Jan-2020 at 16:42 GMT
Speaking to FoodNavigator-USA after adding 99 new items (52 health & beauty/topical products, 31 dietary supplements, 16 petcare SKUs) to its existing line of 152 CBD products, Jonathan Lawrence, senior director of grocery & natural living at Fresh Thyme, said “CBD is a hot product, but it’s normalizing.”
He added: “We’re not seeing the huge rapid growth that we’ve seen in the past because we were early pioneers. It’s going to become an everyday product like turmeric or fish oil.
“It’s brought us some new customers into our stores because we’re a trusted store to try new things and we’ve also seen some shifts in buying from our existing customers, so turmeric and sleep products and a few others are slightly down as people will say try CBD instead for say joint pain, but I think things will balance out and we’re already starting to see that.
“From a basket building standpoint, has CBD been good for us? Absolutely, average retail on a supplement product was roughly $12 four years ago and today it’s closer to $15 and that has a direct correlation with the price point and the kind of CBD products we’re selling.”
The top questions are: Will it get me high? Will I fail a drug test? How much should I take?
Shoppers are becoming more educated about CBD, although some key questions keep coming up, said Lawrence, who launched Fresh Thyme’s CBD set with eight products from CV Sciences, and has since expanded the set to 8-feet.
“The top questions we still get asked are, Will it get me high? Will I fail a drug test if there are minute amounts of THC in my CBD products? And how much should I take? The problem is, there’s no clear answer on dosages, it’s not a like a multivitamin where you take two-a-day. Everyone is different and you have to listen to your body to see what works for you.”
CBD is the fastest-growing category in supplements and bodycare in Fresh Thyme Farmers Market stores, increasing average basket spend in the category and attracting new shoppers, says the Midwest retailer. However, sales growth is slowing as the category matures, says the firm, which started selling cannabidiol products in November 2016.