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One of the most high profile ingredients in the wellness market in recent years has been the cannabis derivative cannabidiol (CBD). Studies show that cannabidiol possesses an array of therapeutic benefits, including antioxidant and neuroprotective properties. It is one of more than 100 cannabinoids identified in marijuana and hemp, and in addition to its potential health benefits and—unlike the more widely recognized tetrahydrocannabinol (THC)—CBD is not psychoactive.
Although its legal status is still somewhat unclear in terms of ingredient use, consumers are becoming more familiar with CBD. This gives companies the potential to incorporate it into more food and beverage products—and in turn, it’s creating a key growth market that could eventually go mainstream. Its potential as a disruptor was highlighted by Innova Market Insights’ Top Ten Trends for 2020 report. In that report, Innova Market Insights examined CBD ingredient use and new product launches under the heading, “A Star is Born.”