Groundbreaking Expansion of THC Beverage Research
MoreBetter is thrilled to announce the launch of a new study cohort that expands upon its initial findings on THC and CBD-infused beverages. This phase introduces 10 new beverage brands, over 15 unique product SKUs, and 2,000+ participants. The aim is to deepen the understanding of the real-world wellness impacts these innovative beverages can have on consumers.
Shining a Light on Consumer Health Alternatives
Makers of therapeutic beverages have long believed in the potential of infused drinks to provide healthier alternatives to alcohol. MoreBetter has taken on the ambitious task of studying this phenomenon in depth. Their recent findings suggest that THC- and CBD-infused beverages not only help reduce overall alcohol consumption but also contribute positively to users' health and wellness.
What the Initial Findings Showed
In their previous study phase, which included over 3,000 participants, MoreBetter uncovered insights that could reshape how we view mindfully drinking. For instance, a significant 43% of participants indicated that it was their first experience with THC or CBD beverages. This rapid adoption demonstrates the growing interest in alternative health solutions.
Impact on Alcohol Consumption
An impressive 71.7% of study participants reported that they drank less alcohol while incorporating infused beverages into their routines. Furthermore, the sense of safety that users felt towards these alternatives was remarkable, with 87.4% stating they believed THC and CBD beverages offered better health benefits compared to traditional alcoholic drinks.
Importantly, the study noted a significant reduction in daily alcohol usage—from 32.9% at the start of the study to 20.1% during the consumption phase of infused beverages, illustrating a palpable shift in consumer habits and perceptions.
From Data to Insights
Tyler Dautrich, COO of MoreBetter, emphasizes the importance of this progression: "With this second cohort, we're expanding from proof-of-concept to population-level insight." This deeper analysis will look at crucial factors such as product varieties, dosage forms, and demographic differences to better understand how infused beverages can integrate into the wellness sphere.
Collaborative Efforts in Advancing Beverage Culture
Many brands involved in the first cohort are enthusiastic about returning for further research. Adam Terry, CEO of Cantrip, noted that participating with an additional flavor would help showcase their product consistency and facilitate consumer trust. Likewise, Richard Lee, CEO of Woodstock, reflected on how valuable marketing data from the initial cohort spurred their return to the new study.
Navigating the Future of Infused Beverages
As competition mounts among functional beverage brands, gathering authentic consumer data will be critical. Brian Miesieski, CMO of Uncle Arnie's, points out the early stages of the THC-infused beverage market where data-driven insights are paramount. "This project will ideally provide us with a treasure trove of insights to drive innovation and enhance our marketing strategies,” he said.
The Industry's Commitment
Overall, the industry seems committed to enhancing consumer trust in THC beverages through rigorous research and demonstrable results. Leah Kollross, Founder of 23rd State, mentioned that their participation aims to deliver meaningful insights into safety and performance.
Taj Peeran, President of Medterra, added, "This study is an important step for the infused beverage market, providing measurable proof of what consumers already love about THC and CBD beverages." These sentiments reflect an optimistic outlook on the future of infused drinks.
Broadening the Scope of Research
The second cohort will focus not only on THC beverages but also consider varying cannabinoid formulations. Participants will self-report daily regarding their mood, sleep, and alcohol use, allowing MoreBetter to gather comprehensive data.
As innovation progresses in the kava-infused segment, MoreBetter also seeks to explore non-THC and non-alcoholic options, promising an inclusive and well-rounded study approach.
Participants wishing to join this study must be 21 or older, with registration available through MoreBetter's specified channels.
About MoreBetter
MoreBetter specializes in providing Real-World Data collection services tailored for understanding functional ingredients and consumer wellness. Serving dietary supplement makers, beverage manufacturers, and various government entities, their mission is to facilitate informed decision-making that enhances health outcomes for both individuals and populations.
Frequently Asked Questions
What is MoreBetter's new study about?
The study aims to explore the impact of THC and CBD-infused beverages as healthier alternatives to alcohol, involving new beverage brands and a larger participant base.
How many new brands are involved in the second cohort?
The second cohort includes 10 additional beverage brands and over 15 unique product SKUs.
What were some key findings from the first cohort?
Notable findings indicated a 43% first-time consumer rate and that 71.7% of participants drank less alcohol while using infused beverages.
How are consumers contributing to the study?
Participants will self-report on a daily basis about their alcohol consumption, mood, and sleep outcomes during the study period.
What is MoreBetter's mission?
MoreBetter aims to empower both consumers and companies through data-informed decision-making supporting better health outcomes.
