Steering Away from Focus and Trending on an Overlooked Market

How one brand is focusing products tailored to a niche market in a crowded space?

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Sales for C-B-D, exploded on the scene in 2019. C-B-D is a naturally derived cannabinoid from the hemp plant that is not psychoactive and can be placed in a myriad of products including oil, capsules, gummies, and lotions.  According to Hemp Industry Daily the C-B-D Market grew 133% YOY in 2019, beating projections but sales in 2020 did not meet expectation.

Overproduction of hemp to meet expected demand led to a new product set, delta-8 THC. Delta-8, a psychoactive cannabinoid similar to delta-9 THC, is converted from C-B-D using a solvent such as Toluene or Heptane. With the introduction of delta-8, a synthetically derived cannabinoid, many brands are moving away from traditional C-B-D products since it mirrored some of the effect of mari-juana.

However, C-B-D and wellness brand Dorsi Health is doubling down on C-B-D and naturally derived plant based health products. Dorsi Health, founded in 2018 by David Rosen and Paul Turkavage, focuses on an often overlooked and under-appreciated market- consumers over 50 years old and not traditional cannabis users.

Dorsi Health’s brand and product set are tailored to that market. “We try to avoid being lumped in the cannabis subculture” explains Turkavage. “We don’t want to intimidate our potential customer base with bold cannabis branding on our packaging and products. We want someone who never used cannabis to feel comfortable purchasing our products online or in-stores and telling their family and close friends.”

The product set is expanding with purpose driven products. In September, Dorsi Health will be launching a “Relief and Recovery” line featuring an addition to their popular topical line and capsules. The new Relief and Recovery line with feature a high potency cooling cream with C-B-D, menthol, and arnica along with C-B-D capsules with arnica, and curcumin. With the new products Dorsi Health’s key strategic initiative is to increase partnerships with pharmacies, physical therapy locations, chiropractors, and wellness centers.

“Our products can be found everywhere from convenient stores to physical therapy locations” says David Rosen. “However, we are reaching our target market in the wellness space when our products are sold in physical therapists and other similar retailers. The wellness retailers also turn our products over quicker with a much higher re-order rate than some other retail locations.”

Dorsi Health’s products are currently sold to consumers online and can be purchased in select retailers in the east coast from Massachusetts to Florida. The Relief and Recovery launch is expected to increase market share both in retail and online.

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