COWEN COLLABORATIVE INSIGHTS February 25, 2019
For gummies, we analyzed 30 SKUs across 13 brands. Our analysis shows that CV Sciences’ CBD Oil Gummies are the most premium priced at an average $0.24 per mg of CBD. CV Sciences offers two SKUs with their 30 capsule bottle providing 150 mgs of CBD for $39.95, while their second SKU offers a slightly better value proposition, with a 60 count bottle providing 300 mgs of CBD for $64.95 ($0.22 per mg).
Hemp Bombs had the largest number of SKU’s relative to the other brands analyzed (7), while also having the highest absolute price point ($139.99 for a 60 gummy bottle with 1,500 mgs of CBD), though the average price per mg of CBD positioned the brand within the main segment.
Similar to its tincture offering, we would note that Highline falls broadly in the middle of its peers, as their direct-to-consumer business model allows the company to offer competitive pricing across its portfolio.
Almost half of the brands analyzed fell into the value segment, all priced at $0.10 per meg of CBD or lower. Across all 30 SKUs, average retail price was ~$50 per offering, with an average 450 mgs of CBD offered per bottle.
Figure 43 Almost Half Of The Brands Analyzed Fall Into The Value Segment
6030 CBD Gummies by Price Segment
$0.25 $0.20 $0.15 $0.10 $0.05 $0.00
$0.24
$0.20 $0.20 $0.17
$0.12
$0.12
$0.10 $0.10 60,09 60.08 eni0 ante
cbdMD Premium PureKana Diamond Just CBD Jane CBD
CV CTFO
Sciences
Reliva Sunday Green Medix Scaries Roads
Hemp _ Highline Bombs
Value
(< $0.12)
Main ($0.12-$0.16)
Premium ($0.17-$0.20)
Super Premium (> $0.20) 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
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