Report Summary

“The landscape of cannabis and health in the US is rapidly evolving. A growing acceptance of cannabis, increased interest in cannabis products, rising trends in micro-dosing, exploration of alternative consumption methods and an emerging focus on targeted treatment options drive growth. These trends signify a shift towards a more holistic and individualized approach to cannabis and healthcare.”

–   Fiona O’Donnell, Senior Director – US Reports

This report discusses the following key topics:

  • State of the cannabis market and how it’s faring in the current economic climate
  • The role of targeted formats and low-dose options in the health-focused cannabis market
  • Changes in cannabis usage frequency
  • Health reasons for using and health concerns
  • Attitudes and behaviors toward cannabis consumption

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top Takeaways
    • Consumer trends
    • Cannabis is well-entrenched in wellness routines
      • Figure 1: Change in cannabis consumption, 2023
    • Mental health support leads reasons for using
      • Figure 2: Reasons for health use, 2023
    • Address health concerns to grow user base
    • Cannabis benefits from positive safety halo
      • Figure 3: Attitudes toward cannabis safety, 2023
    • Competitive strategies
    • Alternative formats support targeted health needs
    • Cannabis can benefit exercise and recovery
    • Micro-dosing and low-dose options aid inexperienced and wellness-focused users
    • Personalized cannabis medicine sustains holistic health
    • Market predictions
      • Figure 4: Cannabis and health outlook, 2023-28
    • Opportunities
    • Improve access to medical prescription cards
    • Use technology to help young adults overcome cannabis concerns
    • Invest in education
    • Support older adults with tailored wellness solutions
  3. State of the Cannabis Market

    • Legal differences shape markets
  4. Market Value Indicators

    • Cannabis market continues to grow…
    • …but profit margins are being squeezed
    • Medical marijuana market fueled by legalization and growing investment
  5. Market Drivers

    • Most adults don’t have a prescription card…
      • Figure 5: Prescription status, 2023
    • …but health is a strong driver of use
      • Figure 6: Primary reason for use, 2023
    • Access to prescriptions reduces barriers to use and improves adherence
      • Figure 7: Prescription status, by financial situation, 2023
      • Figure 8: Change in cannabis consumption, by prescription status, 2023
    • Cannabis reform could lead to more uses and benefits
    • Expect emergence of cannabis-supporting products
  6. Competitive Strategies and Market Opportunities

    • Align formats with targeted benefits
      • Figure 9: Usage and interest in cannabis formats, 2023
    • Is ‘stoner-cising’ the future of working out?
    • Manage symptoms with micro-dosing and low-dose formats
    • Personalized cannabis medicine could provide tailored treatment plans
  7. The Cannabis and Health Consumer – Fast Facts

    • Improved access and wellness drivers spur more frequent usage
    • Wellness benefits are wide-ranging, led by mental health
    • Health concerns are minimal but elevated among young adults
    • Cannabis boosted by positive safety perceptions
    • Use digital solutions to help young adults overcome cons of cannabis
  8. Change in Cannabis Consumption

    • Frequency of cannabis usage is on the rise
      • Figure 10: Change in cannabis consumption, 2023
    • Young adults drive the market but older adults show adherence
      • Figure 11: Change in cannabis consumption, by age, 2023
    • Reduced use impacted by finance and health concerns
      • Figure 12: Change in cannabis consumption, by financial situation, 2023
      • Figure 13: Health concerns, by change in cannabis consumption, 2023
  9. Cannabis Health Motivations

    • Mental health concerns drive cannabis usage
      • Figure 14: Reasons for health use, 2023
    • Expand reach with low-dose options for sleep and targeted pain relief
      • Figure 15: Reasons for health use, by primary use, 2023
      • Figure 16: Reasons for health use, by prescription status, 2023
    • Age dictates different health needs
      • Figure 17: Reasons for health use, by age, 2023
  10. Cannabis Health Concerns

    • Tackle health concerns to convert non-users
      • Figure 18: Cannabis health concerns, 2023
    • Address over-eating, anxiety and productivity to improve adherence
      • Figure 19: Cannabis health concerns, by cannabis health attitudes, 2023
    • Despite engagement, young adults report elevated health concerns
      • Figure 20: Cannabis health concerns, by age, 2023
  11. Cannabis Health and Safety Attitudes

    • Pros outweigh cons when it comes to cannabis
      • Figure 21: Cannabis health and safety attitudes, 2023
    • Older adults embrace wellness benefits of cannabis
    • Younger adults have concerns, seek tailored solutions
      • Figure 22: Cannabis health and safety attitudes, by age, 2023
    • Perceptions of safety and wellness elevated among those struggling financially
      • Figure 23: Select cannabis health and safety attitudes, by financial situation, 2023
  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Market data
    • 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.


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.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


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.


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

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us