What are Asian Consumers Looking for in CBD Brands & Products?


More than half of the global population resides in Asia, and economically, it’s the world’s fastest-growing region. And while the emerging CBD market in Asia also looks set for rapid growth, what do Asian consumers actually want from CBD brands and products?


Well, considering that the Asia Pacific is such an incredibly diverse region, it’s important not to overgeneralize here. However, some significant trends are emerging on a macro scale that can help CBD brands position themselves correctly when targeting Asian consumers.


This article will explore these emerging trends and offer some tips for CBD companies looking to gain a foothold in the region. Here are five things Asian consumers are looking for in CBD brands and products.


1. They Want Brands to have a Strong Online Presence


Asian consumers are increasingly tech-savvy, online, and mobile-first. So for CBD brands to do well in Asia, they need to get their online presence right for a whole range of matters, including eCommerce, marketing, customer service, informational resources, and more.


Online shopping is booming in Asia, so it’s essential that CBD brands have their products available on mobile-friendly and reputable eCommerce platforms. In addition, the eCommerce platforms you choose or create should facilitate local digital payments, be available in the most suitable languages, and offer reliable home delivery services. 


Likewise, influencers and key opinion leaders (KOLs) have become a fundamental part of the marketing campaigns run by successful brands in Asia. User verification and customer reviewers tend to be more important for consumers in the East compared to the West, rather than blindly making purchasing decisions based on the opinion of KOLs. However, Asian consumers tend to follow social-media influencers local to them, so CBD brands should keep this in mind when targeting a specific region.


2. They Want Products to be Good Value for Money


Value for money doesn’t mean that products need to be cheap. There will be lots of demand for both budget and premium CBD products in the Asian markets; however, consumers will want to know that the price is justifiable.


Studies suggest that around 60% of Southeast Asian consumers intend to save more money after the pandemic, which is double the rate of consumers in the USA. This means CBD brands will need to clearly explain the benefits of their products, the quality, and the value they bring.


3. They Care About Health, Well-being, and Sustainability


People in Asia are increasingly prioritizing their health and well-being. One study shows that 39% of digital consumers in Southeast Asia say health is a top priority. This is excellent news for CBD brands as most CBD products fall under the category of health and wellness.


Therefore, CBD brands should clearly articulate their products’ health and well-being benefits. This applies to all types of CBD products, including CBD oils, supplements, beauty, body care, and more.


Linking in with this trend is also the preference for natural and clean products. Asian consumers are keen for products to be as natural as possible and free from artificial ingredients, so having your product’s ingredients listed is a must. 


In addition, there is a growing preference for organic materials and sustainability when it comes to packaging and other aspects of your business.


4. They Want to Know that Products are Safe and Legal


Asian consumers want to know that the CBD products they are considering buying and using, such as skin creams or edibles, are entirely safe and legal.


Due to the strict rules surrounding the THC content in CBD products in most Asian countries, consumers will want to know for sure that products are legal and trustworthy so they don’t fall foul of the law. 


Likewise, they’ll want to know that CBD products are verifiably safe for human use or consumption, have been rigorously tested and that brands have robust quality control processes in place.


There are several ways CBD companies can prove to consumers that their products are safe and legal, such as:


  • Provide certification that the products are lab-tested by a third party lab and is THC-free or undetectable. 


  • State where their hemp is sourced and grown


  • Have products certified organic


  • Test products for heavy metals, harsh ingredients and pesticides


5. They Want Brands to Be Reliable and Authentic


Finally, it seems that some Asian consumers are developing a preference for established and trusted brands. This is because established brands have a solid supply chain and a proven track record which means they can be relied upon. This means their products are readily available both online and in physical stores, and they consistently meet high-quality standards.


Authenticity is another important factor for Asian consumers because they desire products from brands that are genuine and credible. This means CBD brands need to be transparent, honest, and consistent with their messaging. When it’s done right, authenticity can help a CBD brand differentiate itself and stand out from the crowd.


Final Thoughts


The CBD market is rising in Asia, and this region is simply too big to overlook if CBD brands want to have a global presence. Today, we explored some of the current trends influencing what Asian consumers want from CBD brands and products in 2022. 


CBD brands that embrace these trends and build effective strategies around them stand a better chance of winning the confidence and loyalty of Asian consumers. Moreover, doing so will help brands establish themselves as leaders in this exciting, emerging market.

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