CBD is quickly growing in popularity, and many retailers are adding these products to their shelves, from tinctures to gummies to supplements and more. But not all CBD is made equal. Retailers are wise to keep track of which types of CBD most resonate with consumers.

According to market research firm Brightfield Group, full-spectrum is the preferred type for CBD consumers, meaning it contains all of the beneficial compounds naturally found in the cannabis plant.

Not only do many consumers prefer full-spectrum, but also, Brightfield Group reports that of those consumers that prefer full-spectrum CBD, 67% are loyal to this type.

More than half of CBD consumers (54%) prefer full-spectrum CBD over other types, including broad-spectrum and isolate. Broad-spectrum is the second-most-preferred type by CBD consumers at 28%, followed by isolate at just 5%.

“New CBD users often enter the market with tinctures due to an easier ability to control dosage,” Brightfield Group reports. “Tinctures also retain the largest share of the market with 20% of retail sales.”

Still, according to the data, 13% of CBD consumers say they don’t know which type of CBD they prefer — a minority, yes, but not an insignificant amount. This may be due to a lack of education surrounding CBD products or simply because they haven’t tried each type yet.

This is where suppliers can be of service, by ensuring their products are labeled in such a way that makes it easy for new and uninformed consumers to understand the benefits of each type so they can find the right type for them — thus, becoming a repeat customer. It’s a win-win.

Employees of retail stores that sell CBD products should also — at a minimum — be prepared to talk with customers about the types of CBD available and which might be the best fit based on their needs.