In states where recreational cannabis is legal, 35% of adults aged 22+ use cannabis for this purpose. Recent trends, such as the rise of ‘sober curious’ behaviors, have driven growing interest in cannabis as an alternative to alcohol. Interest is further fueled by the growing recognition of cannabis’ health and wellness benefits as well as the increasing variety of cannabis formats that allow for discreet and convenient use.
Despite positive growth trends, cannabis dispensaries encounter distinct challenges when it comes to promoting their businesses online and in social media due to strict restrictions and platform guidelines. As a result, word-of-mouth marketing plays a key role in raising awareness, while reward programs are vital for customer retention.
As the industry evolves, cannabis retailers must adapt positioning and marketing strategies to effectively reach current and potential users. Dispensaries are shifting away from purely transactional and less personal environments to spaces that prioritize aesthetics, design, technology and consumer comfort. Incorporating AI technology, digital elements, and immersive environments can enhance the shopping experience, while also educating and empowering consumers. This approach will help dispensaries appear more relatable and aligned with the values of their core audience.
Dispensaries are becoming more immersive, tech-driven environments that educate and empower consumers, and represent the values of their target community.
Vince DiGirolamo, Director, North America Reports
This Report investigates the role of the dispensary and related marketing as it relates to how people shop for cannabis. Data draws from states where recreational cannabis use, in addition to medical use, is legal. For the purposes of this Report, Mintel has used the following definitions:
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