“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
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
-
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
-
State of the Cannabis Market
- Legal differences shape markets
-
Market Value Indicators
- Cannabis market continues to grow…
- …but profit margins are being squeezed
- Medical marijuana market fueled by legalization and growing investment
-
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
-
- 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…
-
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
-
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
-
Change in Cannabis Consumption
- Frequency of cannabis usage is on the rise
-
- 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
-
- Figure 13: Health concerns, by change in cannabis consumption, 2023
-
Cannabis Health Motivations
- Mental health concerns drive cannabis usage
-
- 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
-
- Figure 16: Reasons for health use, by prescription status, 2023
- Age dictates different health needs
- Figure 17: Reasons for health use, by age, 2023
-
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
-
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
-
Appendix – Data Sources and Abbreviations
- Data sources
- Market data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
