2021
9
US Recreational Cannabis Consumer Market Report 2021
2021-02-20T03:02:21+00:00
OX1040991
3695
134770
[{"name":"Cannabis and CBD","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/cannabis-cbd"},{"name":"Consumers and Trends","url":"https:\/\/store.mintel.com\/industries\/consumers-trends"}]
Report
en_GB
“The pandemic upended many industries yet largely benefited the relatively nascent recreational cannabis market as stressed out consumers locked down with cannabis products. Brands have the opportunity to create products…

US Recreational Cannabis Consumer Market Report 2021

£ 3,695 (Excl.Tax)

Description

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

The stress of 2020 directly benefited the recreational cannabis market as both consumption incidence and use frequency increased from one year ago, as did the share of cannabis consumers who say they use cannabis for stress relief. Cannabis companies have the opportunity to increase category engagement with lowdose products for low-frequency consumers and create new accessories that cater to the needs of high-frequency users. Reasons for cannabis use vary among users, yet an interest in using cannabis for sleep and relaxation is shared among virtually all cannabis users, indicating opportunities for products and marketing messages that closely connect cannabis with sleep.

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

Quickly understand

  • The impact of COVID-19 on consumer behavior and the recreational cannabis market.
  • Cannabis format consumption trends.
  • How brands can satisfy the needs of both high- and low-frequency users.
  • What consumers want from cannabis products and why.

Covered in this report

Brands featured: Canopy Growth, Molson Coors, Pabst Blue Ribbon, Aphria, Dixie Brands, Arizona Tea, Mary’s Medicinals, Papa & Barkley, Pax, DaVinci, OTTO, LEVO and more.

Expert analysis from a specialist in the field

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

The pandemic upended many industries yet largely benefited the relatively nascent recreational cannabis market as stressed out consumers locked down with cannabis products. Brands have the opportunity to create products that solve the needs of various cannabis users, ranging from first-time to experienced users. The growing acceptability of cannabis use presents non-cannabis brands with the opportunity to engage with cannabis users.

Caleb Bryant
Associate Director of Food and Drink

Table of Contents

  1. Overview

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

    • Top takeaways
    • Impact of COVID-19 on recreational cannabis
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on recreational cannabis, February 2021
    • Challenges
    • Inhalable usage slips as respiratory concerns grow
      • Figure 2: Trended cannabis format usage, have used in the past three months, 2019 vs 2020, October 2019; November 2020
    • Negative product experiences dissuade experimentation
      • Figure 3: Cannabis product frustrations, by cannabis consumption frequency, November 2020
    • Market growth is hindered by restrictions
    • Opportunities
    • Pandemic results in a unexpected market boon as stress levels rise
      • Figure 4: Trended reasons for using cannabis, 2019 vs 2020, October 2019; November 2020
    • Non-cannabis brands can capitalize on the growing market
      • Figure 5: Activities after consuming cannabis, November 2020
    • Products should promote explicit mood claims
      • Figure 6: Product attribute importance, by cannabis consumption frequency, November 2020
    • Create products for an aging population
      • Figure 7: Consumption motivators among non-users who are open to use, by age, November 2020
    • Sleep is a near-universal reason for cannabis use
      • Figure 8: reasons for using cannabis, by age, November 2020
  3. The Market – Key Takeaways

    • Cannabis users fit into a profile but are not a stereotype
    • Pandemic supercharges the market
    • Inhalables face an image problem
    • Positive outlook for cannabis reform
  4. Cannabis Consumer Demographics and Interests

    • Cannabis consumers are young, techies and foodies
      • Figure 9: Cannabis consumers, recreational cannabis consumers and medicinal cannabis consumers, demographic profiles indexed against general population of states with recreational cannabis, November 2020
      • Figure 10: Cannabis consumers, recreational cannabis consumers, and medicinal cannabis consumers, interests and beliefs, indexed against general population of states with recreational cannabis, November 2020
  5. Impact of COVID-19 on Recreational Cannabis

      • Figure 11: Short-, medium- and long-term impact of COVID-19 on recreational cannabis, February 2021
    • Lockdown
    • Reemergence
    • Recovery
    • COVID-19: US context
  6. Market Factors

    • Pandemic leads to market boom as stress levels run high
      • Figure 12: Mental health experiences in the past year, May 2020
      • Figure 13: Factors contributing to stress, lack of sleep, by generation, May 2020
    • Respiratory health concerns dissuade use of inhalables
    • Miracle drug or just a lot of smoke?
    • Aging population offers opportunities
      • Figure 14: Population by age, 2020-25
    • Shifting attitudes toward alcohol may benefit cannabis
      • Figure 15: Cannabis attitudes among non-users, by age, November 2020
    • Nascent industry goes through its first recession
  7. Market Factors – The State of Legalization

    • One in three Americans have access to recreational cannabis as legalization expands
    • House passes monumental cannabis bills; federal changes are on the horizon
  8. Market Opportunities

    • Make pens and vaporizers approachable for low-frequency users
    • Flower brands must highlight story, cultivation, and ethical claims
    • Market moods to ease consumers into the category
      • Figure 16: Product attribute importance, by cannabis consumption frequency, November 2020
    • Pandemic forces dispensaries to master online retail
  9. Companies and Brands – Key Takeaways

    • Beverage brands bet on drinkables
    • Topicals are ideal for older consumers
    • Gadgets solve issues for cannabis users
  10. Competitive Strategies

    • Cannabis companies toast to drinkables
    • Skin in the game: topicals and transdermals can offer consumers relief
    • High tech high
    • Products offer ease for canna-cooks
  11. The Consumer – Key Takeaways

    • Cannabis use increases as consumers opt for edibles
    • Consumers use cannabis for both recreational and medicinal purposes
    • New users need simplicity and low-dose products
    • Non-cannabis brands can connect with cannabis users
    • Medicinal products can bring new consumers into the market
  12. Trended Cannabis Use and Frequency

    • Stressors of 2020 result in increased substance use
      • Figure 17: Trended substance use, 2019 vs 2020, October 2019; November 2020
      • Figure 18: Trended cannabis use frequency, 2019 vs 2020, October 2019; November 2020
    • Younger consumers are driving the cannabis market forward
      • Figure 19: Trended substance use, by age, 2019 vs 2020, October 2019; November 2020
  13. Trended Interest in Cannabis Trial

    • Openness to use increases, but barriers remain
      • Figure 20: Trended cannabis use and openness to use, 2019 vs 2020, October 2019; November 2020
      • Figure 21: Cannabis use and openness to use, by age, November 2020
  14. Trended Reasons for Using Cannabis

    • High stress levels benefit the cannabis market
      • Figure 22: Trended reasons for using cannabis, 2019 vs 2020, October 2019; November 2020
    • Cannabis is a respite for recreational users and a quality of life enhancer for medicinal users
      • Figure 23: Reasons for using cannabis, by recreational and medicinal consumers, November 2020
    • Products with a medicinal purpose appeal to Hispanics
      • Figure 24: Reasons for using cannabis, by race/ethnicity, November 2020
    • Younger consumers seek stress relief and recreational benefits
      • Figure 25: reasons for using cannabis, by age, November 2020
  15. Trended Cannabis Format Usage

    • Respiratory health concerns benefit edibles
      • Figure 26: Trended cannabis format usage, have used in the past three months, 2019 vs 2020, October 2019; November 2020
    • Recreational consumers prefer traditional formats
      • Figure 27: Cannabis format usage, have used in the past three months, by recreational and medicinal consumers, November 2020
    • High-frequency consumers drive the flower and concentrate markets
      • Figure 28: Cannabis format usage, have used in the past three months, by cannabis consumption frequency, November 2020
    • Drinkables and topicals/transdermals are white-space formats
      • Figure 29: Format interest, have not used but interested in using, by cannabis consumption frequency, November 2020
  16. Typical Ingestible Dosage

    • Lack of dosage knowledge indicates a need for brands to educate consumers
      • Figure 30: Typical ingestible dosage, among edible or drinkable users, November 2020
      • Figure 31: Typical ingestible dosage, among edible or drinkable users, by cannabis format users, November 2020
    • Medicinal consumers go big
      • Figure 32: Typical ingestible dosage, among edible or drinkable users, by recreational and medicinal consumers, November 2020
  17. Product Attribute Importance

    • Consumers want to know what to expect from a cannabis product
      • Figure 33: Product attribute importance, November 2020
    • Market moods to low-use consumers
      • Figure 34: Product attribute importance, by cannabis consumption frequency, November 2020
      • Figure 35: Product attribute importance, by cannabis format users, November 2020
  18. Product Frustrations

    • Consumers are largely satisfied by current products
      • Figure 36: Cannabis product frustrations, November 2020
    • Low-dose products are necessary for new consumers
      • Figure 37: Cannabis product frustrations, by cannabis consumption frequency, November 2020
  19. Purchasing Frustrations

    • Price constraints will ease as the market matures
      • Figure 38: Cannabis purchasing/retail frustrations, November 2020
  20. Cannabis Consumption Activities

    • Tune in
      • Figure 39: Activities after consuming cannabis, November 2020
    • Non-cannabis brands can find ways to connect with cannabis users
      • Figure 40: Activities after consuming cannabis, by age, November 2020
      • Figure 41: Activities after consuming cannabis, by age and gender, November 2020
    • A desire for sleep is shared among cannabis connoisseurs and newbies alike
      • Figure 42: Activities after consuming cannabis, by cannabis consumption frequency, November 2020
    • Brands have an opportunity to market to Black cannabis users
      • Figure 43: Activities after consuming cannabis, by race/ethnicity, November 2020
  21. Consumption Motivators among Non-Users

    • Better science can dramatically expand the market
      • Figure 44: Consumption motivators among non-users who are open to use, November 2020
      • Figure 45: Consumption motivators among non-users who are open to us, by age, November 2020
  22. Cannabis Attitudes among Non-Users

    • Public is generally cannabis-positive
      • Figure 46: Cannabis attitudes among non-users, by openness to cannabis use, November 2020
  23. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  24. Appendix – Substance Cross-utilization

    • Substance cross-utilization
      • Figure 47: Substance cross utilization, November 2020

Why Mintel?

Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:

Mintel’s Clients Portal

After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.

Multiple Report Formats

Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.

Interactive Databook

Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.

Custom Presentations

Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Browse our sample PDF report below:

Click to show report
2024 Sample Consumer Cover

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch