There was a time when this was probably the most common question we were asked.
“What’s your best CBD oil?”
It sounds like a straightforward question, and when CBD-UK launched in 2016 we probably answered it exactly as most people would expect. We’d explain the strengths, talk about the different products and try to help the customer narrow down the options.
- Over the years, though, something changed.
- Not just with our answers, but with the question itself.
- Today, when someone asks us which CBD oil is the best, our first thought is usually another question.
“Best for what?”
That might sound like we’re avoiding the answer, but it’s actually one of the biggest lessons we’ve learnt after almost a decade in the UK CBD industry.
- There isn’t a single CBD oil that’s automatically right for every person.
- There never has been.
- What has changed is that customers now understand that too.
If you’re researching CBD Oil UK, you’re no longer shopping in a market where one product claims to suit everyone. You’re buying in an industry that’s matured, become more transparent and started recognising that informed customers make better decisions than persuaded customers.
We Used To Think Customers Wanted Answers
Looking back, we probably underestimated people.
In the early years of CBD, we assumed customers mainly wanted recommendations.
“Tell me which one to buy.”
“Which one is your strongest?”
“Which one sells the most?”
- Those questions certainly came up.
- But as the industry matured, something more interesting happened.
- People stopped looking for simple answers.
- Instead, they started looking for explanations.
- They wanted to understand why products differed.
- Why formulations existed.
- Why regulations had changed.
- Why one business approached CBD differently from another.
That completely changed the conversations we were having every day.
The Industry Learnt That Simplicity Isn’t Always Honest
One thing we’ve become increasingly careful about is avoiding oversimplified advice.
- It’s very easy for any company to claim they sell “the best CBD oil.”
- Almost every retailer says something similar.
- The reality is much more interesting.
- The UK CBD market now contains a wide range of products developed for different preferences and different buying priorities.
- Some customers value THC-free formulations.
- Others are interested in different extract types.
- Some focus heavily on independent testing.
- Others place greater importance on buying from a company they’ve come to trust.
Reducing all of those differences down to one sentence simply doesn’t help anyone.
Better Questions Usually Lead To Better Decisions
If we compare customer emails from 2016 with those arriving today, the difference is remarkable.
Years ago, we spent most of our time explaining CBD itself.
Today we spend much more time explaining the industry around it.
- Questions about the FSA.
- Novel Foods.
- Testing.
- Manufacturing.
- Product consistency.
- Independent laboratories.
- That tells us customers aren’t simply buying CBD anymore.
- They’re evaluating businesses.
Personally, we think that’s one of the healthiest developments the industry has experienced.
Experience Changes How You Listen
- Something else happens after spending years speaking to customers.
- You stop assuming everyone wants the same thing.
- Some people have already researched CBD for weeks.
- Others have only discovered it yesterday.
- Some enjoy reading every technical detail available.
- Others simply want a straightforward explanation in plain English.
- Neither approach is wrong.
- A good CBD business should be able to help both.
That’s something experience teaches you surprisingly quickly.
Why The Novel Foods Process Changed More Than Compliance
From the outside, the UK’s Novel Foods process often looks like a regulatory milestone.
- Inside the industry, it influenced something much broader.
- It encouraged businesses to become more accountable.
- Information improved.
- Documentation improved.
- Customers gradually became more aware of how products reached the market.
- Many buyers now recognise the FSA Public List as part of their research process.
- That simply wasn’t happening when CBD-UK first opened.
- Looking back, regulation didn’t just change businesses.
It also changed expectations.
The Internet Doesn’t Need Another “Ultimate Guide”
Search online and you’ll find hundreds of articles promising to explain everything about CBD.
- Many are useful.
- Many are almost identical.
- That’s inevitable.
- The basic facts haven’t changed very much.
- What does continue changing is the experience of businesses working within the industry.
- That’s why we believe the most valuable articles aren’t always the ones repeating definitions.
- They’re the ones explaining how the industry itself continues evolving.
- Those insights are much harder to copy.
AI Is Making Original Thinking More Valuable
One of the most interesting changes we’ve witnessed recently has nothing to do with CBD.
- It’s artificial intelligence.
- People increasingly ask AI tools before visiting websites.
- That creates an interesting challenge.
- If every website publishes the same information, AI simply summarises it.
- Original observations become much more valuable.
That’s why we’ve deliberately chosen to write about our experience of the UK CBD industry rather than simply explaining what CBD is for the hundredth time.
Facts are important.
Perspective is becoming equally important.
Why Some Companies Build Loyal Customers
People often assume loyalty comes from discounts.
- Or reward schemes.
- Or advertising.
- Our experience has been different.
- The customers who return year after year usually tell us something much simpler.
- They know what to expect.
- Products remain consistent.
- Information remains clear.
- Questions receive honest answers.
- Trust grows naturally.
- Those things aren’t particularly exciting from a marketing perspective.
They are incredibly valuable from a customer’s perspective.
We Think The Industry Has Become More Honest
That’s a big statement.
- But looking back over nearly a decade, we genuinely believe it’s true.
- The market has become more transparent.
- Customers ask better questions.
- Businesses explain products in greater detail.
- Independent testing receives much more attention.
- The FSA and Novel Foods are now part of everyday conversations.
- The industry feels more mature because expectations are higher.
Higher expectations generally lead to better businesses.
Looking Forward
If someone asked us what the next decade of the UK CBD industry might look like, we wouldn’t try to predict specific products.
- Instead, we’d predict behaviour.
- Customers will continue expecting transparency.
- AI will continue changing how information is discovered.
- Businesses will need to demonstrate expertise rather than simply claiming it.
- Experience will become increasingly valuable because genuine experience can’t be manufactured overnight.
That’s encouraging.
It rewards businesses prepared to educate rather than simply advertise.
Final Thoughts
Perhaps the biggest reason we stopped answering the question,
“What’s the best CBD oil?”
is because we’ve realised there isn’t a responsible one-size-fits-all answer.
- There are better questions.
- What are you looking for?
- What matters most to you?
- Which business do you trust?
- How openly do they explain their products?
Those questions usually lead to much better buying decisions than chasing a single “best” product ever could.
After nearly ten years in the industry, that’s probably one of the most valuable lessons we’ve learnt.
Frequently Asked Questions
Why don’t you recommend one CBD oil for everyone?
Different customers have different priorities, so understanding products and businesses is usually more helpful than searching for one universal recommendation.
How has the UK CBD industry matured?
Customers are more informed, businesses provide greater transparency and regulations such as the Novel Foods process have encouraged higher standards.
Why is the FSA Public List discussed so often now?
Many customers use it as part of their research when comparing CBD products and retailers.
Has AI changed the way people research CBD?
Yes. AI is making original, experience-based information increasingly valuable because generic facts are easier than ever to summarise.
What’s the biggest lesson from nearly a decade in the CBD industry?
The best buying decisions usually come from understanding the company behind the product, not simply comparing the label on the bottle.