COWEN COLLABORATIVE INSIGHTS February 25, 2019
Along with tinctures, capsules represent one of the more mature form factors within CBD. Mary’s looks to be squarely positioned as the most premium brand across all companies analyzed, in particular for their Elite capsule line, which offers 150 mgs of CBD and retails for $90. For context, the closest price paint to Mary’s comes from Sagely Naturals at $0.17 per mg. Brands look to be very competitively priced in terms of value, with seven of the brands coming in at $0.10 or below.
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Figure 37 Capsules Competitively Priced On Value
CBD Capsules by Price Segment $0.75 $0.60 $0.60 $0.43 $045 2030 $0.17 $014 $042 $012 $012 $012 $012 $0.11 $0.10 $0.09 $0.09 ¢907 $0.05 $0.05 $0.05 $0.00
Sagely Naturals Hemp Bombs Green Roads
CV Sciences Premium Jane Pure Kana
Lord Jones Canna Hemp Try The CBD Curaleaf Hemp Green Mountain
Mary's Nutritionals
4 S £ J a=] a = a > io i} =
$0.46) | $0.46)
Source: Company Websites and Cowen and Company Note: Reflects price per mg of CBD; For companies with multiple SKUs, we used a straight line average
Utilizing our proprietary consumer survey, CBD capsule use looks to over-index with males, which shows over a 10 pt delta relative to women. In addition, on a relative basis to other form factors, CBD capsule use is more popular with younger, lower-income consumers, which perhaps explains the notable competition seen within the value segment.
Figure 38 Capsule CBD Use Over-Indexes To Males And Skews Younger And Lower Income
CBD Capsule Use 24.7%
30.0% 27.7%
23.2%
25.0% 22.1% 22.2% 21.8%
16.7%
20.0%
16.9% 14.8%
15.0%
10.0%
5.0%
0.0% Total Male Female 18-34 35-54 55+ <S$50K S50K-S100K >$ 100K
Gender Age Income
Source: Cowen Survey, N=~2500, January 2019)
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