2021
9
US Cannabis in Food and Drink Market Report 2021
2021-10-14T04:12:20+01:00
OX1044803
3695
143521
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Report
en_GB
“Cannabis foods and drinks represent one of the largest opportunities within the cannabis market. Consumer interest spans the seasoned user looking to supplement their routine and the interested non-user who…

US Cannabis in Food and Drink Market Report 2021

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the US Cannabis in Food and Drink market including cannabis food and drinkables trends, anticipated market forecast, relevant market segmentation, and industry trends for the Cannabis in Food market in the US.

Current market landscape

Older consumers with a household income of at least $50K who are interested in cannabis are most interested in edibles, indicating a huge opportunity to reach an otherwise challenging consumer group.

There was an impact of COVID-19 on cannabis in food and drink; COVID-19 stressors brought consumers to cannabis; lung health concerns and a need for variety and experiential occasions brought them to edibles and drinkables.

Regulations continue to stymie growth, especially in regard to foodservice options.

Future market trends in cannabis in food

Cannabis edibles and drinkables as a secondary option for current users of inhalable cannabis are a significant opportunity. These consumers know and understand cannabis but may not always be interested or able to use their primary format.

Read on to discover more about the US Cannabis in Food and Drink consumer market, read our The Recreational Cannabis Consumer – US – January 2020 report, or take a look at our other Cannabis Market Research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the cannabis food and drink market.
  • How larger consumer trends apply to cannabis food and drink brands and the cannabis edibles and beverages industry.
  • Barriers to cannabis food and drink growth.
  • Consumer groups that make up interested nonusers as a potential target.
  • Cannabis Edibles & Beverages market and industry.
  • Methods of cannabis use.

Covered in this report

Brands include: Tinely’s, 1906 Drops, Cann Drinkable, Fruit Slabs, Revolution Cannabis, Dixie Elixirs, The Green Solution, Curaleaf.

Expert analysis from a specialist in the field

This report, written by Michele Scott, a leading analyst in the Cannabis sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Cannabis foods and drinks represent one of the largest opportunities within the cannabis market. Consumer interest spans the seasoned user looking to supplement their routine and the interested non-user who is not interested in other formats at all. Dosing is a challenge that presents differently for food and drink, but is a critical challenge for brands to overcome.
Michele Scott, Senior Analyst

Michele Scott
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on cannabis in food and drink
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on cannabis in food and drink, 2021
    • Opportunities and challenges
    • Education continues to challenge, open doors
      • Figure 2: Cannabis knowledge, 2021
    • Find opportunity as secondary format
      • Figure 3: Methods of cannabis use in past year, 2021
    • Dual messaging will reach interested nonusers
      • Figure 4: Use and interest in cannabis, 2021
  3. The Market – Key Takeaways

    • Market potential hinges on legalization
    • Legality and policy require attention
    • Consider trends in sweets for edibles
    • Flavors need balance
  4. Market Value Indicators

    • Cannabis is complicated
    • Markets vary by state, making prediction tricky to understand and apply
  5. Market Factors

    • Policy drives pricing, taxation
    • Legal implications shape product decisions
    • COVID-19 shifts priorities towards mental wellbeing for many
  6. Market Perspective – Flavor, Function and Wellness

    • Flavor is a balancing act
      • Figure 5: Interest in trying new flavors, 2021
    • Natural sweeteners and nostalgia sweeten the deal
      • Figure 6: Deserts and confection flavors attitudes, 2021
    • Beverages must balance BFY with indulgence
      • Figure 7: Non-alcoholic beverage attitudes and behaviors, 2021
    • Functional foods and drinks trend is strong
      • Figure 8: Functional ingredient attitudes and behaviors, 2020
  7. Companies and Brands – Key Takeaways

    • Experiences matter
    • Come at consumers from multiple angles
    • Innovate to solve problems
  8. Competitive Strategies – Brand Examples

    • Mintel Trend Drivers help pinpoint competitive edges
      • Figure 9: Mintel Trend Drivers
    • DIY options offer customizable experiences
      • Figure 10: Tinely’s Cannabis-Infused Classic Tonics & Mixers
    • Cannabis is built on Experiences
      • Figure 11: 1906 Cannabis
    • Cann makes Wellbeing the experience
      • Figure 12: Cann Drinkable Cannabis
    • Help consumers connect through Identity
      • Figure 13: Fruit slabs cannabis gummies
    • Let Value drive trial
      • Figure 14: Revolution cannabis edibles
    • Environmental impact reaches outdoorsy consumers
      • Figure 15: Dixie elixers drinkables
    • Drive trends from multiple angles
      • Figure 16: Green Solution Dispensary
  9. Market Opportunities

    • Lead with innovation for beverages; skew traditional for edibles
    • Help consumers dose appropriately
      • Figure 17: CuraLeaf Select Squeeze
    • Aim at lifestyles beyond cannabis
    • Organize in multiple ways when possible
    • Edible interest high in older, higher-income consumers
      • Figure 18: Interest in cannabis formats, by age and household income, 2021
  10. The Consumer – Key Takeaways

    • Edibles and drinkables are supporting acts
    • Food and drink hold potential, appeal
    • Food and drink interest driven by different attributes
    • Cultivate interest through awareness
    • Knowledge and awareness matter for edibles
    • THC matters more than strain
    • Attitudes are open towards foodservice options
  11. Cannabis Format Use

    • Edibles win as back-up option
      • Figure 19: Primary cannabis format in past year, 2021
    • More men toast with cannabis
      • Figure 20: Cannabis formats in past year, by gender, 2021
    • Parenthood creates different product needs
      • Figure 21: Primary cannabis format in past year, by parental status, 2021
    • Knowledge increases drinkables consumption
      • Figure 22: Primary cannabis format in past year, by cannabis knowledge, 2021
  12. Interest in Cannabis Formats

    • Edibles and drinkables have mass appeal
      • Figure 23: Interest in cannabis formats, 2021
    • Interest is genderless
      • Figure 24: Interest in cannabis formats, by gender, 2021
  13. Reasons for Use of Edibles and Drinkables

    • Edibles are an experience
      • Figure 25: Reasons for edibles use, 2021
    • Innovative flavors will drive sales of drinkables
      • Figure 26: Reasons for drinkables use, 2021
  14. Edibles – Reasons for Not Using

    • Edibles demand education
      • Figure 27: Reasons for not using edibles, 2021
    • Edibles non-use divides the sexes
      • Figure 28: Reasons for not using edibles, by gender, 2021
  15. Drinkables – Reasons for Not Using

    • Help spark a bright idea
      • Figure 29: Reasons for not using drinkables, 2021
    • Increase visibility to reach women
      • Figure 30: Reasons for not using drinkables, by gender, 2021
  16. Edibles and Drinkables – Strain Use

    • THC-only leads by leaps in edibles
      • Figure 31: Strains used for edibles, 2021
    • Hybrid strains win overall for drinkables
      • Figure 32: Strains used for drinkables, 2021
    • Edibles: women are less invested in THC
      • Figure 33: Strains used for edibles, by gender, 2021
    • Edibles: CBD may mitigate fears for older consumers
      • Figure 34: Strains used for edibles, by age, 2021
  17. Interest in Edibles

    • Consumers are sweet on edibles
      • Figure 35: Interest in edibles, 2021
    • Gummies score big with women
      • Figure 36: Interest in edibles, by gender, 2021
    • Chocolate is a sweet opportunity
      • Figure 37: Interest in edibles, by age, 2021
    • Give parents a time-out
      • Figure 38: Interest in edibles, by gender and parent status, 2021
  18. Interest in Drinkables

    • Cannabis may breathe new life into soft drinks
      • Figure 39: Interest in drinkables, 2021
    • THC drink interest mirrors general preferences
      • Figure 40: interest in drinkables, by gender, 2021
    • THC offers alcohol alternatives to younger crowds
      • Figure 41: Interest in drinkables, by age, 2021
  19. Attitudes towards Cannabis in Food and Drink

    • Lots of potential for cannabis in food and drink
      • Figure 42: Attitudes towards cannabis in food and drink, 2021
    • Canna-tainment piques the interest of younger consumers
      • Figure 43: Attitudes towards cannabis in food and drink, by age, 2021
  20. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  21. Appendix – Trend Drivers

      • Figure 44: Mintel Trend Drivers and Pillars

About the report

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

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

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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