cbdMD bets on science to consolidate the cannabinoid market

The pursuit of scientific validation and quality standardization has become one of the main competitive differentiators in the global cannabinoid market. In a sector still marked by regulatory gaps and loosely supported claims, cbdMD positions itself as one of the few companies investing in its own clinical studies to demonstrate product efficacy.

Science as a competitive edge

According to Joe Baghadjian, Vice President of Wholesale at the company, recent results already point to direct impacts on consumer well-being. In one of the company’s studies, “healthy adults consumed 100 mg of CBD daily for 90 days. We found that females reported feeling less stress, while both males and females experienced fewer daily aches and pains. This means that consuming CBD over time may help moderate daily stressors and general discomfort,” says Joe.

Clinical studies show CBD benefits

The research also extends to veterinary applications. “Canines were provided with 5 mg/kg of CBD based on their body weight daily for 45 days. Dogs that received CBD walked better and appeared to experience less pain. Their overall quality of life and mood improved. This suggests that animals with mobility issues would likely benefit from daily CBD use,” the executive reports.

Clinical validation remains a barrier

Despite these advances, clinical validation is still not widely adopted across the industry. “Clinical validation is an investment that most companies are not in a position to make. The significant funding required to conduct a clinical trial makes it cost-prohibitive for most brands,” Baghadjian explains.

Regulation and quality as operational pillars

In terms of quality and traceability, the company highlights its regulatory framework as a key differentiator. “cbdMD is registered as a food manufacturing facility with the FDA and is also registered in several states as a hemp product manufacturer and distributor. The company is subject to multiple regulatory regimes for food and dietary supplements, including federal and state requirements. These regulations ensure standards for quality, purity, and consistency throughout the entire product chain,” he details.

Uneven standards across the industry

This approach also reflects broader disparities within the sector. “Many companies in the hemp and cannabis space lack full quality departments or regulatory teams. Several are compliant in only one state, and most do not have FDA facility registrations. cbdMD aims to meet multiple regulatory standards across its entire product portfolio,” Joe Baghadjian emphasizes.

More demanding, yet still uninformed consumers

In the executive’s view, consumer awareness has improved, but there is still a significant education gap. “We believe that awareness around lab testing and scientific validation has improved significantly in recent years, but substantial education is still needed across the broader CBD and wellness market,” he evaluates.

He also notes a shift in purchasing behavior. “Consumers are becoming more discerning. Many actively look for third-party testing, ingredient transparency, THC verification, and product consistency before making a purchase decision,” he adds.

Lack of understanding about testing and certification

Even so, important knowledge gaps remain. “A large portion of the market still does not fully understand what a Certificate of Analysis (COA) verifies, the difference between in-house and independent testing, how cannabinoid potency and contaminants are measured, or why scientific substantiation is critical when evaluating efficacy and safety,” the executive points out.

Market moves toward evidence-based model

For the company, the future of the sector is directly tied to science and transparency. “The industry is moving toward a much more evidence-driven model. Brands that invest in rigorous testing, transparent sourcing, clinical research, and physician-aligned education will increasingly earn consumer trust and long-term loyalty,” Joe states.

Innovation beyond hype in the cannabinoid sector

This transition also reflects a broader evolution in the market. “cbdMD has always believed in science-backed product development. From the beginning, we positioned ourselves as a wellness brand, not a company chasing social media trends,” says Baghadjian.

The strategy includes continuous innovation. “We consistently strive to develop new formulations, including minor and rare cannabinoids, as well as other functional ingredients such as mushrooms,” he adds.

Building scientific evidence is a long-term strategy

However, the executive acknowledges that this path requires time. “Building the evidence to support the efficacy of these products is a long-term endeavor, and we intend to be a leader in this space,” Joe Baghadjian concludes.

In this context, cbdMD believes that the evolution of the global cannabinoid market will increasingly be driven by scientific evidence, consistent regulation, and more informed consumers — factors that are set to redefine competitiveness across the industry.