2021
9
US Profiles of the Cannabis User Market Report 2021
2021-12-14T03:02:54+00:00
OX1045717
3695
146247
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Report
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“Cannabis consumers are not a monolithic group. Motivations for use, preferences for when to use and unmet needs for future occasions vary across five distinct segments of cannabis users. Brands…

US Profiles of the Cannabis User Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

This report provides comprehensive and current information and analysis of the US Profiles of the Cannabis User market including cannabis consumer trends for the  cannabis user in the US.

Current market landscape

80% of cannabis consumers are looking for a brand they can trust for future purchases, representing a significant opportunity for a brand leader to emerge. However, brands are tasked with meeting other consumer needs that are diverse and varied.

Future market trends in  the cannabis consumer consumption market

Not all products or messages will resonate with all consumer segments, so brands must decide if they hope to attract a niche group with a specialty product or win mass appeal with a broader line. Quality and consistency across occasions is currently lacking, making it difficult for a leader to emerge as customers struggle with trust and thus, loyalty. COVID-19 has, fortunately, had a positive effect on the market especially in terms of motivating additional states to legalize adult use.

Read on to discover more about the US Profiles of the Cannabis User consumer market, read our U.S The Recreational Cannabis Consumer Market Report 2021, or take a look at our other cannabis research reports.

Quickly understand

  • Five different cannabis user segments based on their attitudes toward cannabis.
  • The impact of COVID-19 on consumer segments and the cannabis market.
  • What stereotypes are refuted by data about cannabis users.
  • How cannabis consumer segments differ demographically as well as behaviorally.
  • The similarities shared by the majority of cannabis consumers.
  • US Cannabis Consumer Profiles

Covered in this report

Brands include: Ganja Yoga, Yoga Journal, MindBodyGreen, Kiskanu Intimacy Oil, Leafly, East of Eden, Weedmaps, High Times, Cannaclusive, Curaleaf, Kiva.

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 consumers are not a monolithic group. Motivations for use, preferences for when to use and unmet needs for future occasions vary across five distinct segments of cannabis users. Brands will need to consider the characteristics of each group, along with their unique needs and wants, but should also pay attention to their similarities. Most notably, cannabis consumers across groups are looking for a brand they can trust, that delivers consistent quality across occasions.

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
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on cannabis
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on cannabis, 2021
    • Five segments of cannabis users have distinct profiles and motivations
      • Figure 2: Consumer segments of cannabis users, 2021
    • Opportunities and challenges
    • Cannabis knowledge continues to be a hurdle
      • Figure 3: Knowledge about cannabis, 2021
    • Letting go of stereotypes is a worthy challenge
    • Cannabis Aficionados present opportunities as early adopters
      • Figure 4: Format type, by cannabis user consumer segments, 2021
    • Opportunities span weekends, weekdays
      • Figure 5: Cannabis occasions – weekdays and weekends, by cannabis user consumer segments, 2021
    • Nighttime is still the best time
      • Figure 6: Cannabis occasions – time of day, by cannabis user consumer segments, 2021
    • Burnout is a universal opportunity
      • Figure 7: Effects of the pandemic – Burnout, 2021
  3. Target Market and Audience – Key Takeaways

    • Cannabis stereotypes live on, but many fall flat
    • Cannabis users are a diverse group with a few ties that bind
    • Use for health vs recreation is a defining characteristic
    • Supply chain challenges will get worse before they get better
    • Mental health should remain top of mind
  4. Target Audience – Cannabis Users

    • Who uses cannabis?
      • Figure 8: Profile of cannabis users, by key demographics, 2021
    • Edibles are the winning format
      • Figure 9: Cannabis formats used, any use, 2021
    • Interested non-users are the largest growth opportunity
      • Figure 10: Use and interest in cannabis, 2021
  5. Profiles of the Cannabis User – Consumer Segments

    • Five segments of cannabis users identified based on attitudes
      • Figure 11: Consumer segments of cannabis users, 2021
    • Cannabis Enthusiasts (21%)
    • Characteristics
    • Demographics
      • Figure 12: Profile of Cannabis Enthusiasts, indexed to all cannabis users, 2021
    • Sub-chronic Patients (16%)
    • Characteristics
    • Demographics
      • Figure 13: Profile of Sub-chronic Patients, indexed to all cannabis users, 2021
    • Good Time Gang (18%)
    • Characteristics
    • Demographics
      • Figure 14: Profile of Good Time Gang, indexed to all cannabis users, 2021
    • Cannabis Aficionados (25%)
    • Characteristics
    • Demographics
      • Figure 15: Profile of Cannabis Afficiandos, indexed to all cannabis users, 2021
    • Cannabis Essentialists (20%)
    • Characteristics
    • Demographics
      • Figure 16: Profile of Cannabis Essentialists, indexed to all cannabis users, 2021
    • Consumer segments are a roadmap out of stereotypes
      • Figure 17: Attitudes toward cannabis, by cannabis user consumer segments, 2021
  6. Opportunities by Cannabis User Consumer Segments

    • Segments are not monolithic, but do share some sentiments
      • Figure 18: Lifestyle attitudes, by cannabis user consumer segments, 2021
      • Figure 19: Lifestyle attitudes, by cannabis user consumer segments, 2021
    • Cannabis Aficionados will be early adopters
      • Figure 20: Format type, by cannabis user consumer segments, 2021
    • Mixed messaging can benefit with different groups
      • Figure 21: Reasons for use, by cannabis user consumer segments, 2021
    • Messaging strategies
    • Cannabis Enthusiasts
    • Sub-chronic Patients
    • Good Time Gang
    • Cannabis Aficionados
    • Cannabis Essentialists
    • Most cannabis users are weekday warriors, indulging in evenings
      • Figure 22: Cannabis occasions – weekdays and weekends, by cannabis user consumer segments, 2021
      • Figure 23: Cannabis occasions – time of day, by cannabis user consumer segments, 2021
  7. Market Factors

    • Cannabis myths are pervasive
    • Logistical challenges run deep
    • Shipping policy adds further kinks to supply chain issues
    • Inflation tightens belts for the near future
    • Cannabis consumers don’t fit the mold
      • Figure 24: Lifestyle Attitudes, 2021
    • Burnout is real, and an opportunity
      • Figure 25: Effects of the pandemic – Burnout, 2021
  8. Companies and Brands – Key Takeaways

    • Wellness is evolving
    • Balance embracing culture with shunning stereotypes
    • Be mindful of online engagement
    • Consider both consumer similarities and differences
  9. Competitive Strategies

    • Wellness means more than good sleep, less stress
      • Figure 26: Ganja Yoga Instagram Bio
    • Sexual health refreshes wellness messaging
      • Figure 27: Kiskanu intimacy oil
    • Balance is key with certain messaging
      • Figure 28: Leafly and East of Eden
    • Lean into other pop culture trends
      • Figure 29: Weedmaps Instagram post
    • Play myth busters with common stereotypes
      • Figure 30: High Times Halloween myth
    • Pair up for extra effect
      • Figure 31: Cannaclusive x Curaleaf
      • Figure 32: Kiva Instagram
  10. The Consumer – Key Takeaways

    • Cannabis: CPGs with a THC twist
    • Using cannabis alone makes space for certain use cases
    • Consistent quality will define the cannabis brand leader
  11. Important Attributes

    • Don’t overthink cannabis products
      • Figure 33: Important attributes in a cannabis product, 2021
    • Consider important attributes in tandem
      • Figure 34: Important attributes in a cannabis product, by gender, 2021
    • Simplicity wins with older consumers
      • Figure 35: Important attributes in a cannabis product, by age, 2021
    • Different attributes have different appeal across user segments
      • Figure 36: Important attributes in a cannabis product, by cannabis user consumer segments, 2021
  12. Solo Cannabis Use

    • Desire for relaxation drives solo use
      • Figure 37: Using cannabis alone, 2021
    • Men have specific needs
      • Figure 38: Using cannabis alone, by gender, 2021
    • The youth are the future
      • Figure 39: Using cannabis alone, by age, 2021
    • Self-medication is a solo activity
      • Figure 40: Cannabis occasions – alone, by cannabis user consumer segments, 2021
  13. Group Cannabis Use

    • Some stereotypes stand up, others fall flat
      • Figure 41: Using cannabis with others, 2021
    • Social use benefits men more
      • Figure 42: Using cannabis with others, by gender, 2021
    • Good times live on in groups
      • Figure 43: Cannabis occasions – with others, by cannabis user consumer segments, 2021
  14. Important Brand Attributes

    • Quality – consistently – is king
      • Figure 44: Important brand attributes, 2021
    • Women can reach women
      • Figure 45: Important brand attributes, by gender, 2021
    • Younger consumers are interrogating their brands
      • Figure 46: Important brand attributes, by age, 2021
    • Brands live and die on consistent quality
      • Figure 47: Important brand attributes, by cannabis user consumer segments, 2021
  15. Brand Loyalty and Brand Trust

    • Cannabis consumers crave brand leadership
      • Figure 48: Attitudes towards brands, 2021
    • Men are more brand conscious
      • Figure 49: Attitudes towards brands, by gender, 2021
    • Younger consumers will decide what brands win
      • Figure 50: Attitudes towards brands, by age, 2021
    • Positive experiences will drive trust
      • Figure 51: Attitudes towards brands, by cannabis consumer segments, 2021
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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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