Consumers, especially young people, live hectic, stressful, constantly-connected lifestyles that make rest and relaxation a real challenge. Whether it’s never-ending political news, financial uncertainty, or simply balancing daily work and personal responsibilities, people are hungry for natural products that can help them find balance amid chaos and uncertainty. 
 
It’s no surprise that 82% of U.S. adults have trouble sleeping at least once a week; 39% five or more nights, according to Packaged Facts. Meanwhile, data from the Natural Marketing Institute has shown millennials are turning to dietary supplements to manage mental health issues, including anxiety (74%), mood (69%), and stress (60%).
 
The emergence of cannabidiol (CBD) reflects several trends, including a very real health need among consumers who are looking to ditch Rx and OTC drugs in favor of more natural solutions to sleep and anxiety issues. Stuart Titus, CEO of Medical Marijuana, Inc., which produces several CBD oils and products, cited a backlash against artificial foods and medications in the U.S. “The pendulum is swinging the other way and consumers are beginning to realize the immense benefits of living natural, healthy, balanced lives. We believe that CBD and non-psychoactive cannabinoids are (like vitamin C) essential nutrients that support the optimal functioning of the human body. Given the research into the endogenous cannabinoid system with its huge receptor site network, it is only natural to believe that these cannabinoids are vital to our health, vital to wellness, and support our largest self-regulatory system—the endogenous cannabinoid system.”
 
Although regulatory uncertainty persists around hemp and CBD, the market has exploded. According to SPINS, CBD supplement sales in the U.S. reached $30.2 million, growing an incredible 440% for the 52 weeks ending Aug. 12, 2018. 
 
Amid so much demand and hype, it’s important that companies develop and deliver safe, quality products. Holly Johnson, PhD, chief science officer at the American Herbal Products Association (AHPA), encouraged manufacturers of hemp-derived extracts and products to act as if they are already regulated under current good manufacturing practice (cGMP) requirements for dietary supplements (21 CFR part 111) by implementing compliant manufacturing practices, setting appropriate specifications, and using scientifically valid test methods. AHPA is also working to set and implement standards for the hemp and CBD industry while advocating for legislation that will provide greater access to high-quality and safe products. Consumers certainly want, and need them.