2021
9
US Cannabis on the Menu Market Report 2021
2020-12-19T03:02:38+00:00
OX987308
3695
128972
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Report
en_GB
“COVID-19, legal restrictions and consumer unfamiliarity make cannabis on the menu a tricky and somewhat risky business. Dispensaries and other cannabis-focused establishments are currently the safest bet, though these establishments…

US Cannabis on the Menu Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the U.S Cannabis on the Menu market, including the behaviors, preferences and habits of the consumer.

The foodservice industry has been one of the most significantly impacted by the pandemic, pointing to severe challenges and big opportunities for operators looking to join the cannabis industry. Cannabis on the menu is among the most underdeveloped arms of the cannabis industry. Regulations prohibit most restaurants, bars and cafes from putting cannabis on the menu and COVID-19 has potentially slowed the development of those who currently hold licenses to do so.

When and where available, consumers are looking for cannabis menu options to fill the same needs as traditional menu items: food should taste good, be presented in a comfortable atmosphere and should be reasonably priced. Ensuring consumers understand how cannabis might affect them during a meal will ensure that consumers are satisfied with all three of these elements of a memorable dining experience.

Read on to discover more details or take a look at all of our U.S Food market research.

Quickly understand

  • How COVID-19 creates the need for new experiences.
  • What consumers want from cannabis on the menu.
  • What concerns consumers about cannabis on the menu.

Covered in this report

Brands and products featured: 99th Floor, PopCultivate, Cooked with Cannabis, Elevation VIP Cooperative, Cheeba Hut, Original Cannabis Cafe, The Mint Cafe and more.

Expert analysis from a specialist in the field

Written by Michele Scott, a leading analyst in the Cannabis sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19, legal restrictions and consumer unfamiliarity make cannabis on the menu a tricky and somewhat risky business. Dispensaries and other cannabis-focused establishments are currently the safest bet, though these establishments still need to pay careful attention to local licensing in order to remain legally compliant. The good news is that consumers do not have entirely different expectations for cannabis-focused menus compared to other menus. Deliver on quality with reasonable price points to satisfy basic needs while educating consumers about how cannabis will alter their experience in order to manage and maintain expectations.

Michele Scott
Senior Analyst, U.S Cannabis Reports

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: market context
          • Economic assumptions
          • Executive Summary

              • Top takeaways
                • Impact of COVID-19 on cannabis on the menu
                    • Figure 1: Short, medium and long term impact of COVID-19 on Cannabis on the menu, July 2020
                  • Opportunities and challenges
                    • Reemergence
                      • Figure 2: Knowledge and interest about cannabis and cannabis use, July 2020
                    • Recovery
                      • Figure 3: Important qualities in cannabis foods and beverages, July 2020
                      • Figure 4: Attitudes about food and beverage with cannabis as an ingredient, July 2020
                  • The Market – Key Takeaways

                    • Foodservice struggles shape cannabis menus
                      • Catering “dominates” the cannabis foodservice landscape
                        • Novelty is not enough to protect cannabis menus
                          • The future of cannabis menus hinges on legality
                            • Creatively consider what “menu” means
                            • Market Size and Forecast

                              • A broad look at foodservice warns against cannabis for the near future
                                • FIGURE 5: Total US revenues and forecast sales ranges of restaurants and eating places*, at current prices, 2014-24
                                  • FIGURE 5: Total US revenues and forecast sales ranges of restaurants and eating places*, at current prices, 2014-24
                                • Consumer comfort bodes well for the future
                                  • Figure 6: Consumer comfort with activities, Mintel’s Global COVID-19 Tracker – US (Sept 25-Oct 7, 2020)
                                • Consumer confidence will impact spending, trial
                                  • Figure 7: Consumer Sentiment Index, January 2007-September 2020
                                • Impact of COVID-19 on cannabis on the menu
                                    • Figure 8: Short, medium and long term impact of COVID-19 on Cannabis on the menu, July 2020
                                  • Lockdown
                                    • Reemergence
                                      • Recovery
                                        • COVID-19: US context
                                        • Market Factors

                                          • Policies shape menus; can menus shape policies?
                                            • Consumer and constituent buy-in is still needed
                                              • Figure 9: Interest in locations for cannabis on the menu, July 2020
                                          • Market Opportunities

                                            • Cannabis on the menu doesn’t have to be edibles
                                              • Position cannabis menus as experiential dining
                                                • Find avenues for moderate pricing
                                                • Companies and Brands – Key Takeaways

                                                  • COVID puts a wrinkle in plans
                                                    • Cannabis menus can mean different things
                                                      • Regulations take cannabis underground
                                                        • Media can do double-duty
                                                          • Cannabis culture on the menu
                                                          • Competitive Strategies

                                                            • A high-end catered affair
                                                              • Cannabis competitions stream education, entertainment
                                                                • Cannabis (almost) on the menu
                                                                • The Consumer – Key Takeaways

                                                                  • Cannabis requires special attention
                                                                    • Create opportunities for discretion
                                                                      • Menus are a great opportunity for education
                                                                        • Low risk, high reward for desserts and apps
                                                                          • Reach hard-to-reach consumers with tastings
                                                                            • Cannabis should enhance (not change) the dining experience
                                                                            • Interest in Location

                                                                              • Cannabis most welcome at specialized locations
                                                                                • Figure 10: Interest in location for cannabis on menus, July 2020
                                                                              • Women approach cannabis on menus with caution
                                                                                • Figure 11: Interest in location for cannabis on menus, by gender, July 2020
                                                                              • Mid-tier price points will fare best at restaurants
                                                                                • Figure 12: Interest in location for cannabis on menus, by household income, July 2020
                                                                              • Operators should serve what they know
                                                                                • Figure 13: Interest in location for cannabis on menus, by purchase location, July 2020
                                                                            • Purchasing Preferences

                                                                              • Keep it separated
                                                                                • Figure 14: Purchasing preferences for cannabis on menus, July 2020
                                                                              • Female consumers want full disclosure
                                                                                • Figure 15: Purchasing preferences for cannabis on menus, by gender, July 2020
                                                                            • Attitudes about Cannabis on the Menu

                                                                              • Information is key
                                                                                • Figure 16: Attitudes about cannabis on the menu, July 2020
                                                                              • Men have higher comfort with cannabis
                                                                                • Figure 17: Attitudes about cannabis on the menu, by gender, July 2020
                                                                              • Age divides education vs experience
                                                                                • Figure 18: Attitudes about cannabis on the menu, by age, July 2020
                                                                              • Main dishes warrant higher price points
                                                                                • Figure 19: Attitudes about cannabis on the menu, willing to pay more, July 2020
                                                                            • Interest in Cannabis-Infused Items

                                                                              • Cannabis on the side
                                                                                • Figure 20: Interest in menu items with cannabis as an ingredient, July 2020
                                                                              • Women are sweet on cannabis
                                                                                • Figure 21: Interest in menu items with cannabis as an ingredient, by gender, July 2020
                                                                              • Cannabis infusions combine interest
                                                                                • Figure 22: Interest in menu items with cannabis as an ingredient, by age, July 2020
                                                                            • Interest in Cannabis Experience

                                                                              • Curious consumers want a taste
                                                                                • Figure 23: Interest in cannabis food and beverage experiences, July 2020
                                                                              • Women want to learn
                                                                                • Figure 24: Interest in cannabis food and beverage experiences, by gender, July 2020
                                                                              • Older consumers need to taste to believe
                                                                                • Figure 25: Interest in cannabis food and beverage experiences, by age, July 2020
                                                                            • Concerns and Fears

                                                                              • Cannabis concerns align with foodservice expectations
                                                                                • Figure 26: Concerns about cannabis dining, July 2020
                                                                              • Older consumers care less about what others think
                                                                                • Figure 27: Concerns about cannabis dining, by age, July 2020
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Forecast
                                                                                  • Consumer survey data
                                                                                    • Direct marketing creative
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms

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