COWEN COLLABORATIVE INSIGHTS
February 25, 2019
Benchmarking across the topical market, we would highlight the absolute number of brands offering a product, which while not exhaustive, provides context on the popularity of the form factor. Similar to most other verticals, Mary's topicals fall into the super-premium segment, which we define as anything above $0.54 per mg of CBD. Of all the SKUs analyzed, the premium segment looks to be the narrowest, while mainstream and value segments are the most popular price point among the competitive set.
Figure 51 Popularity in Topicals Are Reflected In The Overall Number Of Brands Playing Within The Segment
$0.80 $0.74
$0.70 $0.62$0.61$0.60 ae $0.45 $0.40 $0.30 $0.20 $0.10 $0.00
Sagely Naturals Curaleaf Hemp Kush Queen
a © =
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= wv
> = 6 =
Super Premium
(> $0.54)
$0.40
$0.32$0.32¢9 30
Mazz Hanna
RX CannaCare
CBD Topicals by Price Segment
0.26$0.25 : : . £650.19 175 S 1750. 0.16$0.15 $ S S ‘ : , 0.1250.11$0 10$0 10s0 085 25 235 2350.22 Sc 5$0.14 5 e : 0.0 $0.05$0.0550.
Mary's Medicinals Green Roads Hemp Bombs
Highline
LEEF Organics Medix CBD Canna Hemp X Bee's Knees Wildflower Pure Kana Canna Hemp Premium Jane Try the CBD Green Mountain
Main ($0.21-50.38)
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
According to our proprietary Cowen consumer survey, of respondents who use CBD, 26.2% of people use topicals as a form factor, which is the highest level seen after tinctures. Usage among men and women look to be similar, though younger, lower income use looks to be more prevalent when benchmarking to older, higher income cohorts. Similar to capsules, this could reflect the large number of brands we see playing in the value segment.
Figure 52 Topical Use Is More Prevalent Among Younger, Lower Income Consumers
35.0%
30.0% 26.2% 26.5%
25.0% 20.0% 15.0% 10.0% 5.0% 0.0%
Male
Gender
CBD Topical Use
30.1% ° 27.8%, 29.3%
25.8%
Female <S50K S$50K-$100K >$ 100K
Income
Source: Cowen Survey, N=~2500, January 2019
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