Executive Briefing

Whatever happened to CBD?

Has it lived up to any of the hype? Is CBD the next caffeine, or the new… ginseng?

Hi, it’s Dan Frommer, back with more of The New Consumer.

Remember how the market for CBD products was supposed to explode? That hasn’t happened — yet? — and contributor Jenni Avins is back to explain why and what’s next.

My question: Assuming the regulatory situation is eventually sorted out, will consumers still want to buy and try weed-adjacent CBD products? Or did that point in the zeitgeist pass before the industry had a chance to feed it? Here’s Jenni:


Several lifetimes ago in 2019, the consumer craze for CBD seemed well underway.

As I wrote a series of stories for Quartz, the cannabis-derived molecule, also known as Cannabidiol, was relatively new to the mainstream — but flooding it. It was showing up in lattes, dog treats, and mascara, as well as creams, capsules, tinctures, and vaporizers.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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