2020
9
US Attitudes about Cannabis and CBD Market Report 2020
2020-08-27T16:03:41+01:00
OX1005150
3695
123477
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Report
en_GB
“Consumer attitudes towards legal cannabis – including legalization and use – are trending positively over the last four years. COVID-19 has brought significant changes to the daily lives and routines…

US Attitudes about Cannabis and CBD Market Report 2020

£ 3,695 (Excl.Tax)

Description

“Consumer attitudes towards legal cannabis – including legalization and use – are trending positively over the last four years. COVID-19 has brought significant changes to the daily lives and routines of consumers and will help shape how consumer attitudes continue to evolve. Products positioned towards health and wellbeing are in a position to garner favor, as are brands that can show how their business can relieve economic strain due to impending recession”.

– Michele Scott, Senior Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on consumer attitudes about cannabis and cannabis use, both recreationally and medically.
  • How cannabis might be used to revive a struggling economy and fight recession.
  • How consumer attitudes have evolved over the past four years
  • How knowing someone who uses cannabis legally – for recreation or medical purposes – impacts attitudes.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Impact of COVID-19 on Attitudes toward Cannabis
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on attitudes about cannabis, May 2020
    • Consumer cannabis attitudes are improving
      • Figure: 2 Positive changes in opinions about cannabis use since 2016, March 2020
    • More Americans want legalization than not
      • Figure: 3 Attitudes about cannabis, March 2020
    • Fueling the economy makes more sense to consumers of all ages
      • Figure 4: Social and political attitudes and behaviors, by age, March 2020
    • Legalization is a largely progressive value
      • Figure 5: Personal political values, by net agree with federal recreational legalization, March 2020
    • Generational attitudes suggest positive shifts are ageless
      • Figure 6: Positive changes in opinions about cannabis use since 2016, by age and gender, March 2020
    • Cannabis is perceived as a safe, medical solution
      • Figure 7: Attitudes about cannabis and health, March 2020
    • Consumers want leniency
      • Figure: 8 Attitudes about cannabis, March 2020
  3. Impact of COVID-19 on Consumer Attitudes toward Cannabis

      • Figure 9: Short-, medium- and longer-term impact of COVID-19 on the cannabis market, June 2020
    • Opportunities and Threats
    • Despite initial slowdown, legalization may be accelerated
    • Figure: 10 Changes in attitudes since 2016, March 2020
      • Figure: 10 Changes in attitudes since 2016, March 2020
    • Wellbeing is at the core of use and future interest in use
    • Figure: 11 Drivers of potential future cannabis use, October 2019
      • Figure: 11 Drivers of potential future cannabis use, October 2019
    • COVID-19 brought business cred to the industry; congress takes it away
    • Impact of COVID-19 on attitudes about cannabis
    • 2020 vision brings Rights into focus
    • Figure: 12 Attitudes about cannabis, March 2020
      • Figure: 12 Attitudes about cannabis, March 2020
    • Opportunity to educate consumers on the value of the cannabis industry
      • Figure: 13 Attitudes about federal legalization. march 2020
    • How the COVID-19 crisis will affect key demographics
    • Consumers hurt by COVID-19 have the most to win
    • Recession is new to youngest consumers
    • Women are concerned about mental health
    • How a COVID-19 recession will reshape the cannabis industry and subsequent attitudes about market
    • Unemployment starting points offers optimism
      • Figure 14: Unemployment. recession versus pandemic, Dec 2007-May 2009 and Dec 2018-May 2020
    • COVID-19: US context
  4. The Cannabis Market and Climate – What You Need to Know

    • Cannabis use is still low
    • Medical vs recreational use aren’t viewed equally
    • Easing consumers in seems to work for most states
  5. Cannabis Climate Perspective

    • Mind, body and spiritual wellness connects recreational and medical use
      • Figure 15: Self-assessment of cannabis use in recreationally legal states, October 2019
    • Big picture, consumers look to other products for relaxation
      • Figure 16: Substance consumption, October 2019
    • A (brief) history of legalization
  6. Market Factors

    • Personal Values
    • Tradition rises to the top
      • Figure 17: Personal political values/ March 2020
    • Men identify more traditionally
      • Figure 18: Personal political values, by gender, March 2020
    • Legalization is a largely progressive value
      • Figure 19: Personal political values, by net agree with federal recreational legalization, March 2020
    • Changing Cannabis Ideas
    • Most consumers are confused about cannabis
      • Figure 20: Knowledge of difference between CBD and hemp, March 2020
  7. Generational attitudes suggest positive shifts are ageless

      • Figure 21: Positive changes in opinions about cannabis use since 2016, by age and gender, March 2020
    • Education leads to change in attitudes
      • Figure 22: Attitudes about social issues and brand, by other social issues, March 2020
    • Negative change almost obsolete with exposure
      • Figure 23: changes in opinions about cannabis use since 2016, by knowledge, March 2020
  8. Conversations to Watch – What You Need to Know

    • Medical experts elevate the conversation
    • Talking business legitimizes use
    • Social justice gives back
  9. Who to Watch

    • Grass roots efforts are in effect
    • Black- and minority-owned voices help educate
    • Social Justice calls attention to a difficult history
    • Legalize it!
    • Medical activism sharpens focus towards doctors
    • Cannabusiness demands support
    • Jumping on the brand-wagon
  10. The Consumer – What You Need to Know

    • It’s not what you know, it’s who you know
    • Time and patience are required
    • Cannabis is not mission-critical for consumers
    • Medical use has the most support
  11. Social and Political Attitudes and Behavior

    • Ignorance is bliss
      • Figure 24: Social and political attitudes and behaviors, March 2020
    • Economic benefits resonate with men and women
      • Figure 25: Social and political attitudes and behaviors, by gender
    • Hispanic and white consumers are more on board with legalization
      • Figure 26: Social and political attitudes and behaviors, by race and ethnicity, March 2020
    • Fueling the economy makes more sense to consumers of all ages
      • Figure 27: Social and political attitudes and behaviors, by age, March 2020
    • Personal values matter more than most
      • Figure 28: Social and political attitudes and behaviors, by personal values, March 2020
  12. Changes in Attitudes

    • Shifting cannabis attitudes are exceptionally positive
      • Figure 29: Changes in attitudes about cannabis since 2016
    • Opposing attitudes are gender biased
      • Figure 30: Changes in attitudes about recreational cannabis since 2016, by gender, March 2020
    • Younger adults are driving the positive changes
      • Figure 31: Changes in attitudes about recreational cannabis since 2016, by age, March 2020
  13. Knowledge and Exposure

    • Fewer than half of consumers understand the nuances of the cannabis plant family
      • Figure 32: Knowledge about and exposure to legal cannabis, March 2020
  14. Attitudes: Legal Issues

    • Medical availability and controlled access suggest consumers want to move forward
      • Figure 33: Attitudes about issues related to law and legality, March 2020
  15. Attitudes about Cannabis and Health

    • Cannabis is perceived as a safe, medical solution
      • Figure 34: Attitudes about cannabis and health, March 2020
    • Regulation and transparency will reach women
      • Figure 35: Attitudes about cannabis and health, by gender, March 2020
    • Brand importance will increase over time
      • Figure 36: Attitudes about cannabis and health, by age, March 2020
  16. Cannabis Attitudes and Communities

    • Cannabis issues have a clear community component
      • Figure 37: Attitudes about social issues and brand. March 2020
  17. Cannabis Attitudes and Brands

      • Figure 38: Attitudes about social issues and brand, March 2020
    • Brands must weigh throwing support behind legalization carefully
      • Figure 39: Attitudes about social issues and brand, by gender, March 2020
    • Younger consumers most malleable
      • Figure 40: Attitudes about social issues and brand, by age. March 2020
  18. Cannabis and Politics

    • Stance on cannabis influences vote more often than not
      • Figure 41: Attitudes about social issues and brand, by age. March 2020
    • Legalization is a largely progressive value
      • Figure 42: Personal political values, by net agree with federal recreational legalization, March 2020
    • Men are more canna-political
      • Figure 43: Attitudes about social issues and brand, by age. March 2020
  19. Positive Change Implores Political Shifts

      • Figure 44: Attitudes about social issues and brand, by influence of political candidate’s stance on legalization. March 2020
    • Knowledge inspires political action
      • Figure 45: Attitudes about social issues and brand, by influence of political candidate’s stance on legalization. March 2020
    • Political messages must move beyond “Legalize-it”
      • Figure 46: Attitudes about social issues and brand, by influence of political candidate’s stance on legalization. March 2020
  20. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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