Description

Providing the most comprehensive and up-to-date information and analysis of the the US Cannabis and Health market, including the behaviors, preferences and habits of the consumer.

During the last year, consumers’ mental, physical and emotional health has been challenged due to the COVID-19 pandemic. Heightened stress levels and more time spent in the home caused cannabis users to increase their consumption, creating greater reliance on purchasing and repurchasing cannabis products. More than ever, health needs are supporting the current and future growth of the cannabis industry. Adults will look to industry players to provide medical validation and health services catered to cannabis treatment.

Read on to discover more details or take a look at all of our US Health and Wellbeing market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and cannabis use for health management.
  • Health and wellbeing needs drive cannabis growth.
  • Brands can offer medical guidance through non-traditional resources.
  • Merging cannabis treatment with healthcare platforms/services will transform the industry.

Covered in this report

Key market takeaways: The medicinal cannabis market remains steady; Health needs drive overall cannabis use; Medical research can shape perceptions of cannabis products; High potential for cannabis and health technology plus more.

Expert analysis from a specialist in the field

Written by Andrea Wroble, a leading analyst in the Health and Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Evolving consumer health needs puts pressure on at-home treatment methods for managing newfound mental, emotional and physical stressors. Cannabis products have proved to be essential health management tools and are sought after to manage both diagnosed and undiagnosed health conditions. To keep up with consumer needs, cannabis brands will continue to grow legitimacy through modern care facilities, digital treatment trackers and tailored formulas

Andrea Wroble
Senior Research Analyst, Health and Wellness

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 cannabis use for health management
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on personal health management and cannabis use for health management, February 2020
    • Opportunities and Challenges
    • Health and wellbeing provides platform for cannabis use and industry growth
      • Figure 2: Description of cannabis and CBD use, November 2020
    • Lean into alternative care resources to engage medically focused users
      • Figure 3: Resources for cannabis and CBD health information, by status of medical cannabis prescription, November 2020
    • Aging consumers need guidance to connect medical conditions with cannabis treatment
    • Adults are seeking tailored treatments for specific medical needs
      • Figure 4: Trial and interest in cannabis and CBD health innovations, November 2020
  3. The Market – Key Takeaways

    • The medicinal cannabis market remains steady
    • Health needs drive overall cannabis use
    • Medical research can shape perceptions of cannabis products
    • COVID-19 spurs health-specific cannabis use, with a focus on stress relief
    • Building a joint relationship with the aging population
    • High potential for cannabis and health tech
  4. Cannabis and Health Users by the Numbers

    • Majority of cannabis users do not have a medical card…
      • Figure 5: Status of prescription for medical cannabis, by recreationally legal states vs medically legal states, November 2020
    • …But health and wellness drives usage of cannabis and CBD
      • Figure 6: Description of cannabis and CBD use, November 2020
    • Self-diagnosis resonates with youth; medical opportunity with aging adults
      • Figure 7: Description of cannabis and CBD use, by age, November 2020
    • Parents are willing to manage health conditions with cannabis
      • Figure 8: Description of cannabis use, by parental status, November 2020
  5. Market Factors

    • Increased research breeds both positive and negative feedback
      • Figure 9: Peace Naturals company attributes, November 2017
    • The vague claim landscape for CBD products continues
    • Impact of the COVID-19 on cannabis for health management
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on personal health management and cannabis use for health management, February 2020
    • Lockdown
    • Re-emergence
    • Recovery
  6. Market Opportunities

    • Use joint health and mobility claims to reach aging non-users
      • Figure 11: Receptra Naturals Serious Relief Targeted Topical, Instagram post, January 2021
    • Innovations in canna-beauty segment point to health opportunities
      • Figure 12: High Skin Care Instagram post, February 2021
    • A budding relationship between cannabis and personalized health tech
      • Figure 13: Mode personalized cannabis device and app, July 2020
  7. Companies and Brands – Key Takeaways

    • Brands introduce new terminology with “THC-free” formulas
    • Cannabis brands can leverage modern medical facilities to build trust
    • Connect cannabis formulas to intended health benefits
  8. Competitive Strategies

    • “THC-free” is the new CBD
      • Figure 14: Dosist THC-free formula Instagram post, January 2021
    • Wellness-focused brands tap into an updated concierge model
      • Figure 15: Etain Health medical marijuana dispensary Instagram post, August 2020
    • Therapeutic formulas lead with the intended benefit
      • Figure 16: Level Protab cannabis-infused pain relief tablet Instagram post, October 2020
  9. The Consumer – Key Takeaways

    • Increased stress results in an uptick in cannabis use
    • Getting in the weeds with day-to-day emotional health stressors
    • Access to experts can improve experience for users and guide non-users
    • Tailored formulas spark interest for niche health management needs
    • Self-lead research drives cannabis use for health management
  10. Change in Cannabis Usage

    • Uptick in cannabis usage to regulate consumer wellbeing
      • Figure 17: Change in cannabis use, by age, November 2020
    • Parents of multiple kids increase cannabis consumption
      • Figure 18: Using cannabis more often compared to last year, by parental status, November 2020
    • Financial situation does not disrupt cannabis usage
      • Figure 19: Change in cannabis use, by financial status, November 2020
    • Increase in stress demands cannabis solutions
      • Figure 20: Reasons for increase in cannabis use, November 2020
    • Young adults are focusing inward, but also need physical relief
      • Figure 21: Select reasons for increase in cannabis use, by age, November 2020
  11. Health Conditions Managed with Cannabis and CBD

    • Cannabis has reach treating emotional health; CBD competes in pain relief
      • Figure 22: Health conditions managed with cannabis and CBD, November 2020
      • Figure 23: Health conditions managed with cannabis and CBD, November 2020
  12. Challenges with Cannabis for Health Management

    • Limited access to medical experts and product inhibits usage
      • Figure 24: Challenges with using cannabis for health management, November 2020
    • Getting in the weeds with young male users about cannabis for health
      • Figure 25: Challenges with using cannabis for health management, by gender and age, November 2020
    • Condition-specific users are seeking healthcare resources
      • Figure 26: Releaf Instagram post, September 2020
      • Figure 27: Challenges with using cannabis for health management, by health users of cannabis, November 2020
  13. Health Information to Engage Non-Users

    • Non-users want specifics on health conditions manageable with cannabis
      • Figure 28: Health information needed to engage non-users, November 2020
      • Figure 29: Medical cannabis mentor #askcMD advertisement, June 2019
    • Connect with the aging population through chronic health management
      • Figure 30: Health information needed to engage non-users (select), by age, November 2020
  14. Trial and Interest in Cannabis/CBD Health Innovations

    • Cannabis innovations within health captures high interest with consumers
      • Figure 31: Trial and interest in cannabis and CBD health innovations, November 2020
      • Figure 32: Rehab Cooling Roll-On CBD, September 2020
    • Addressing the gap in tailored treatments for women’s health needs
      • Figure 33: Foria Wellness Awaken Arousal Oil with CBD, January 2021
      • Figure 34: Trial and interest in cannabis product for women’s health, by age, November 2020
    • Tailor productivity formulas to young professionals
      • Figure 35: Trial and interest in cannabis product for increased focus/productivity, by age, November 2020
      • Figure 36: Plant People Stay Sharp products, January 2021
  15. Resources for Cannabis/CBD Health Information

    • The canna-market continues to rely on natural curiosity
      • Figure 37: Resources for cannabis and CBD health information, November 2020
    • Capture the attention of young adults through familiar platforms
      • Figure 38: Select resources for cannabis and CBD health information, by age, November 2020
    • Prescription users pursue alternative resources and digital networks
      • Figure 39: Resources for cannabis and CBD health information, by status of medical cannabis prescription, November 2020
  16. Appendix – Data Sources and Abbreviations

    • COVID-19: US Context
    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Abbreviations and terms
    • Abbreviations