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Description

Description

"Channels for food and beverage with cannabis as an added ingredient have opened doors that the quintessential “special” brownie never dreamed of, but legal restrictions still constrain how high edibles and drinkables can fly. On-premise options are limited, and distribution is still intra-state only; but creative chefs and entrepreneurs have found ways to engage consumers interested in edible and drinkable cannabis while complying with federal and local restriction because the demand is there. Ultimately, consumers show interest in food and beverage with cannabis as an ingredient; brands must consider how to build trust and balance efficacious dosing with a delicious product."

Michele Scott, Senior Analyst

This report will look at the following areas:

  • Trust and safety are concerns
  • Edibles and drinkables are hard to get right
  • Cannabeverage is not Alcohol 2.0 (but adult beverage brands should still take note)

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • The issues
            • Trust and safety are concerns
              • Edibles and drinkables are hard to get right
                • The opportunities
                  • Creativity moves brands beyond ready-to-eat options
                    • Cannabeverage is not Alcohol 2.0 (but adult beverage brands should still take note)
                      • Better-for-you brings opportunities
                        • Key trends
                          • Consumers are sweet on edibles
                            • Consumers slower to cheers with cannabis
                              • Good taste is always in style
                                • Canna-foodies are the key crossover
                                  • What’s next
                                  • Market Landscape

                                    • A tale of two markets
                                      • Adult beverages as key competitive set
                                        • Figure 1: Total US retail sales and forecast of alcoholic beverages, at current prices, 2014-24
                                        • Figure 2: Total US retail sales of Adult Beverage, by segment, at current prices, 2014 and 2019 (est)
                                      • Functionality may offer latitude on important attributes
                                        • Figure 3: Perception of food launches with functional claims versus without functional claims, Jan 2017-Dec 6, 2019
                                      • A unique spin on beverage
                                        • Figure 4: Perception of drink launches with functional claims versus without functional claims, Jan 2017-Dec 6, 2019
                                    • Market Breakdown

                                      • Competition comes from everywhere
                                        • Interest outpaces experience (for now)
                                          • Figure 5: Experience or interest in cannabis consumption methods, October 2019
                                        • High quality highs worth the price
                                          • Edibles, munchies and snacks – oh my!
                                            • Figure 6: Preferred snack flavor types, by age, November 2019
                                          • Consumers are a little salty
                                            • Figure 7: Usage and interest in food and beverages with cannabis as an ingredient, January 2020
                                          • General favorite flavors reinforce opportunities
                                            • Figure 8: Preferred snack flavor types, November 2019
                                          • THC vs. ABV
                                            • Figure 9: Perceptions of alcoholic beverage and cannabis, July 2019
                                        • Market Perspective

                                          • Dosing can be tricky for both brands and consumers
                                            • Changes in regulations can change the game
                                              • Cost of entry is high for cannabis cuisine
                                                • Medical edibles require a different approach
                                                  • Seeing through the smoke
                                                  • Brand Landscape

                                                    • Trend drivers – what motivates consumer behavior?
                                                      • Brands to watch
                                                        • California blazes the trail towards on premise
                                                          • Infused ingredients elevate at-home edibles
                                                            • Etsy x Cannabis = semi-homemade
                                                              • Boozeless adult beverage
                                                                • Pot gets a culinary edge
                                                                  • Canna-cookbooks turn consumers into canna-chefs
                                                                    • Stigma stifled by education (the more you know!)
                                                                    • The Consumer – What You Need to Know

                                                                      • Flavor comes first
                                                                        • Cannabis creeps up on alcohol
                                                                          • Familiarity finds favor with flavors
                                                                          • Usage and Interest

                                                                            • Sweet teeth and an eye for nutrition
                                                                              • Figure 10: Interest or experience in food /drink with cannabis ingredients, January 2020
                                                                            • More men show thirst for cannabis
                                                                              • Figure 11: Interest In food /drink with cannabis ingredients, by gender, January 2020
                                                                            • Youth more open to indulge
                                                                              • Figure 12: Interest in food /drink with cannabis ingredients, By Age, January 2020
                                                                            • In good taste
                                                                              • Figure 13: Interest or experience in food /drink with cannabis ingredients, by important qualities, January 2020
                                                                          • Reasons for Interest

                                                                            • Edibles inspire curious consumers
                                                                              • Figure 14: Reasons for interest in food and beverage with cannabis as an ingredient, January 2020
                                                                            • Women take their edibles seriously
                                                                              • Figure 15: Reasons for interest in food and beverage with cannabis as an ingredient, by gender January 2020
                                                                            • Young and fun
                                                                              • Figure 16: Reasons for interest in food and beverage with cannabis as an ingredient, by age January 2020
                                                                            • Easing into affluence
                                                                              • Figure 17: Reasons for interest in food and beverage with cannabis as an ingredient, by household income January 2020
                                                                          • Reasons for Lack of Interest

                                                                            • Non-users are just not that into edibles
                                                                              • Figure 18: Reasons for lack of interest in food and beverages with cannabis, January 2020
                                                                            • Younger palates require more from cannabis
                                                                              • Figure 19: Reasons for lack of interest in food and beverages with cannabis, by age, January 2020
                                                                            • Disinterest tracks with lifestyle incompatibility
                                                                              • Figure 20: Reasons for Lack of Interest in food and beverages with cannabis, by income, January 2020
                                                                          • Product Features

                                                                            • Taste over THC
                                                                              • Figure 21: Important attributes in food and beverage with cannabis, January 2020
                                                                            • Women want more from edibles
                                                                              • Figure 22: Important attributes in food and beverage with cannabis, by gender, January 2020
                                                                            • You can’t outdose bad taste
                                                                              • Figure 23: Important attributes in food and beverage with cannabis, by age, January 2020
                                                                            • Affluence influences product attributes
                                                                              • Figure 24: Important attributes in food and beverage with cannabis, by household income, January 2020
                                                                            • Talk about taste, but make it approachable
                                                                              • Figure 25: Important attributes in food and beverage with cannabis, by information source, January 2020
                                                                            • Taste tracks with adventurous eaters
                                                                                • Figure 26: Attitudes and behaviors related to food and drink choices, by important attributes in food and beverage with cannabis as an added ingredient, January 2020
                                                                              • Using beverages with cannabis as a replacement for alcohol
                                                                                • Figure 27: Attitudes and beliefs about cannabis in beverages – CHAID – Tree output, January 2020
                                                                            • Purchase Location

                                                                              • Cannabis requires specialization
                                                                                • Figure 28: Preferred purchase location for food and beverage with cannabis as an ingredient, January 2020
                                                                              • Women emphasize specialization, medicalization
                                                                                • Figure 29: Preferred purchase location for food and beverage with cannabis as an ingredient, by gender, January 2020
                                                                              • Youth open to on-premise
                                                                                • Figure 30: Preferred purchase location for food and beverage with cannabis as an ingredient, by age, January 2020
                                                                              • Traditional retail appeals to affluence
                                                                                • Figure 31: Preferred purchase location for food and beverage with cannabis as an ingredient, by household income, January 2020
                                                                              • Edibles require expertise
                                                                                • Figure 32: Preferred purchase location for food and beverage with cannabis as an ingredient, by product attributes, January 2020
                                                                              • Pricing provides baseline for strong products
                                                                                • Figure 33: TURF Analysis – Product features, January 2020
                                                                            • Food Attitudes

                                                                              • Cultivate interest by emphasizing safety
                                                                                • Figure 34: Attitudes about food with cannabis as an ingredient, January 2020
                                                                              • Expertise may build trust…
                                                                                • Figure 35: Attitudes about food with cannabis as an ingredient, by gender January 2020
                                                                            • Beverage Attitudes

                                                                              • Canna-beverages compete with adult beverages on multiple fronts
                                                                                • Figure 36: Attitudes about food with cannabis as an ingredient, by age, January 2020
                                                                              • Spirits, beer get more competition from cannabis
                                                                                • Figure 37: Attitudes about beverage with cannabis as an ingredient, by gender January 2020
                                                                              • Adult beverage trends will evolve with cannabis
                                                                                • Figure 38: Attitudes about beverage with cannabis as an ingredient, by age January 2020
                                                                              • Parents have an eye on beverages
                                                                                • Figure 39: Attitudes about beverage with cannabis as an ingredient, by parental status January 2020
                                                                            • Discovery

                                                                              • Cultivate interest through established authority.
                                                                                • Figure 40: Discovery of food and beverage with cannabis as an ingredient, January 2020
                                                                              • Women want personalization
                                                                                • Figure 41: Discovery of food and beverage with cannabis as an ingredient, by gender, January 2020
                                                                              • Youth more open to culinary cannabis
                                                                                • Figure 42: Discovery of food and beverage with cannabis as an ingredient, by age January 2020
                                                                            • Purchase and Trial

                                                                              • Consumer trust comes first
                                                                                • Figure 43: Behavior related to food and beverage with cannabis as an ingredient, January 2020
                                                                              • Women especially need to feel trust…
                                                                                • Figure 44: Behavior related to food and beverage with cannabis as an ingredient, by gender January 2020
                                                                              • Young consumers are trust seekers
                                                                                • Figure 45: Behavior related to food and beverage with cannabis as an ingredient, by age, January 2020
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Consumer survey data
                                                                                  • CHAID
                                                                                    • TURF
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms

                                                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                                                          • Consumer

                                                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                          • Brand/Company

                                                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                          • Data

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