New Frontier Data has recently published a research report, with MJ Freeway, talking about how cannabis consumption is changing, and the report points to changing trends in usage in US Markets. As of this writing, there are thirty-three (33) states with some form of Cannabis sales revenue in medical or recreational.
The survey results describe tendencies among U.S. cannabis consumers nationwide and enabled certain consumer segmentation across a range of factors, including gender, age, consumer type, and manner of the market in which the consumer lives (adult-use, medical, or illicit). While most respondents consider themselves recreational consumers, their reasons for using cannabis vary widely, including for wellness and medical applications.
The top three reasons why consumers use cannabis are for relaxation (66%), stress relief (59%) and to reduce anxiety (53%). However, smaller percentages use cannabis for longer lists of reasons including improving sleep, treat medical conditions, enjoy social experiences, or stimulate creativity. Among medical cannabis patients, 94% report that using cannabis has improved their conditions, and 73% report substituting cannabis for other medications.
Four in ten cannabis consumers – both medical and recreational – report using cannabis to relieve pain, reflecting the growing research on the efficacy of cannabis for pain management Additionally, six in ten medical patients report using cannabis to specifically replace either prescriptions or over-the-counter pain medications.
Among respondents, 36% reported consuming at least once a day, with 59% consuming at least once a week. Likewise, 60% of consumers spend less than $50 each time they purchase cannabis, but (with many consumers buying multiple times per month) nearly half (47%) report spending more than $100 per month.
Joints and pipes are the preferred methods to consume cannabis for more than half the market (53%); however, demand for non-flower products (i.e., concentrates, vaporizers, and edibles) has grown dramatically among consumers in both legal and non-legal markets. Approximately three in 10 consumers (28%) consider cannabis an important part of their identities, though younger consumers and those who consume more often are more likely to view cannabis as integral to who they are.
It is important to review these studies that reveal how the consumer is using Cannabis and has used the products for more than a decade. This is not a surprise to many consumers who have been purchasing product in the black market for many years. This is a wake up for many business owners and operators who realize how large the market really is for Cannabis and the universe of products revolving around the plant.