“The landscape of cannabis and health in the US is rapidly evolving. A growing acceptance of cannabis, increased interest in cannabis products, rising trends in micro-dosing, exploration of alternative consumption methods and an emerging focus on targeted treatment options drive growth. These trends signify a shift towards a more holistic and individualized approach to cannabis and healthcare.”
– Fiona O’Donnell, Senior Director – US Reports
This report discusses the following key topics:
- State of the cannabis market and how it’s faring in the current economic climate
- The role of targeted formats and low-dose options in the health-focused cannabis market
- Changes in cannabis usage frequency
- Health reasons for using and health concerns
- Attitudes and behaviors toward cannabis consumption
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top Takeaways
- Consumer trends
- Cannabis is well-entrenched in wellness routines
- Figure 1: Change in cannabis consumption, 2023
- Mental health support leads reasons for using
- Figure 2: Reasons for health use, 2023
- Address health concerns to grow user base
- Cannabis benefits from positive safety halo
- Figure 3: Attitudes toward cannabis safety, 2023
- Competitive strategies
- Alternative formats support targeted health needs
- Cannabis can benefit exercise and recovery
- Micro-dosing and low-dose options aid inexperienced and wellness-focused users
- Personalized cannabis medicine sustains holistic health
- Market predictions
- Figure 4: Cannabis and health outlook, 2023-28
- Opportunities
- Improve access to medical prescription cards
- Use technology to help young adults overcome cannabis concerns
- Invest in education
- Support older adults with tailored wellness solutions
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State of the Cannabis Market
- Legal differences shape markets
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Market Value Indicators
- Cannabis market continues to grow…
- …but profit margins are being squeezed
- Medical marijuana market fueled by legalization and growing investment
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Market Drivers
- Most adults don’t have a prescription card…
- Figure 5: Prescription status, 2023
- …but health is a strong driver of use
- Figure 6: Primary reason for use, 2023
- Access to prescriptions reduces barriers to use and improves adherence
- Figure 7: Prescription status, by financial situation, 2023
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- Figure 8: Change in cannabis consumption, by prescription status, 2023
- Cannabis reform could lead to more uses and benefits
- Expect emergence of cannabis-supporting products
- Most adults don’t have a prescription card…
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Competitive Strategies and Market Opportunities
- Align formats with targeted benefits
- Figure 9: Usage and interest in cannabis formats, 2023
- Is ‘stoner-cising’ the future of working out?
- Manage symptoms with micro-dosing and low-dose formats
- Personalized cannabis medicine could provide tailored treatment plans
- Align formats with targeted benefits
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The Cannabis and Health Consumer – Fast Facts
- Improved access and wellness drivers spur more frequent usage
- Wellness benefits are wide-ranging, led by mental health
- Health concerns are minimal but elevated among young adults
- Cannabis boosted by positive safety perceptions
- Use digital solutions to help young adults overcome cons of cannabis
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Change in Cannabis Consumption
- Frequency of cannabis usage is on the rise
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- Figure 10: Change in cannabis consumption, 2023
- Young adults drive the market but older adults show adherence
- Figure 11: Change in cannabis consumption, by age, 2023
- Reduced use impacted by finance and health concerns
- Figure 12: Change in cannabis consumption, by financial situation, 2023
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- Figure 13: Health concerns, by change in cannabis consumption, 2023
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Cannabis Health Motivations
- Mental health concerns drive cannabis usage
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- Figure 14: Reasons for health use, 2023
- Expand reach with low-dose options for sleep and targeted pain relief
- Figure 15: Reasons for health use, by primary use, 2023
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- Figure 16: Reasons for health use, by prescription status, 2023
- Age dictates different health needs
- Figure 17: Reasons for health use, by age, 2023
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Cannabis Health Concerns
- Tackle health concerns to convert non-users
- Figure 18: Cannabis health concerns, 2023
- Address over-eating, anxiety and productivity to improve adherence
- Figure 19: Cannabis health concerns, by cannabis health attitudes, 2023
- Despite engagement, young adults report elevated health concerns
- Figure 20: Cannabis health concerns, by age, 2023
- Tackle health concerns to convert non-users
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Cannabis Health and Safety Attitudes
- Pros outweigh cons when it comes to cannabis
- Figure 21: Cannabis health and safety attitudes, 2023
- Older adults embrace wellness benefits of cannabis
- Younger adults have concerns, seek tailored solutions
- Figure 22: Cannabis health and safety attitudes, by age, 2023
- Perceptions of safety and wellness elevated among those struggling financially
- Figure 23: Select cannabis health and safety attitudes, by financial situation, 2023
- Pros outweigh cons when it comes to cannabis
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Appendix – Data Sources and Abbreviations
- Data sources
- Market data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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