Description

“Cannabis is a growing market, driven by the introduction of new consumers through legalization and research about new applications. A holistic approach to health that includes physical, mental, sexual and spiritual wellbeing opens the most doors. Medical patients are qualitatively different than recreational consumers and their needs and preferences should be considered when creating products with medical patients as a target market.”
– Michele Scott, Senior Analyst

This Report looks at the following areas:

  • What attributes cannabis consumers associate with a healthy cannabis product
  • The impact of format on perceptions of health
  • How cannabis consumers think about the health and safety of cannabis compared to products like alcohol and OTCs
  • How cannabis users with a doctor’s diagnosis use and think about cannabis health products vs general wellness consumers
  • How COVID-19 impacted use and intersects with cannabis and health

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Market context
          • COVID-19: US context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Medical cannabis has a bright future
                      • Figure 1: Cannabis outlook, 2022-27
                    • Opportunities and challenges
                      • Cannabis wins over CBD
                        • Figure 2: Cannabis and CBD use for health reasons, 2021
                      • Formulate cannabis without additives
                        • Figure 3: Healthy cannabis attributes, 2021
                      • Engage consumers’ spirituality
                        • Figure 4: Spiritual health use and interest, by age, 2021
                      • Sexual health must be inclusive of genders, sexualities
                        • Figure 5: Sexual health use and interest, by gender, 2021
                      • Pills enjoy perception as a healthy format
                        • Figure 6: Perceptions of health of formats, 2021
                      • Key consumer insights
                        • Diagnosis informs behaviors and perceptions
                          • Perceptions of cannabis formats are relatively health-neutral
                            • Few cannabis and health consumers are lapsed users
                            • Market Value Indicators

                              • Global indicators and predictions
                                • US indicators and predictions
                                • Market Factors

                                  • Inflation misses the cannabis market
                                    • Pharmaceutical giant embraces medical cannabis
                                      • At-home cultivation would offer relief to medical patients
                                        • Utah, New York increase access to medical cannabis
                                          • Healthcare costs are rising
                                            • More states consider legal medical use
                                            • Competitive Strategies and Market Opportunities

                                              • Connect consumers to medical cards
                                                • Enlist the help of doctors
                                                  • Figure 7: Doctor Paloma Lehfeldt Webinar – Cannabis as a Treatment for Psychological Disease, Instagram post, 2021
                                                • Play with ratios to minimize side effects
                                                  • Figure 8: Wana Brands sour gummies product with new ratios, Instagram Stories, 2021
                                                • Safer sex matters
                                                  • Figure 9: Velvet Swing THC lube, Instagram post, 2021
                                                • All bodies matter for sexual wellbeing
                                                  • High-THC ups value, polishes health halos
                                                    • Figure 10: dosist THC-plus website – Relax THC-plus, 2021
                                                  • Highlighting different product attributes makes sense
                                                    • Figure 11: Haven Dispensary product display, 2021
                                                • The Cannabis and Health Consumer – Fast Facts

                                                  • Diagnosis informs behaviors and perceptions
                                                    • Perceptions of cannabis formats are relatively health-neutral
                                                      • Few cannabis and health consumers are lapsed users
                                                      • Cannabis and CBD Use for Health

                                                        • More consumers turning to cannabis rather than CBD for health
                                                          • Figure 12: Cannabis and CBD use for health reasons, 2021
                                                        • THC replaces CBD for young men
                                                          • Figure 13: Cannabis and CBD use for health reasons, by gender and age, 2021
                                                        • Diagnosis helps equalize gendered use
                                                          • Figure 14: Diagnostic status for cannabis use, by gender, 2021
                                                        • Self-medication drops with age
                                                          • Figure 15: Diagnostic status for cannabis use, by age, 2021
                                                      • Defining Healthy Cannabis Products

                                                        • Cannabis health consumers are purists
                                                          • Figure 16: Healthy cannabis product attributes, 2021
                                                        • Men and women share common ground, except on THC content
                                                          • Figure 17: Healthy cannabis product attributes, by gender, 2021
                                                        • Additives more off-putting with age
                                                          • Figure 18: Healthy cannabis product attributes, by age, 2021
                                                        • Medical card status informs need for high THC
                                                          • Figure 19: Healthy cannabis product attributes, by prescription status, 2021
                                                      • Formats and Perceptions of Health

                                                        • Consumers fairly neutral about format health
                                                          • Figure 20: Perceptions of health of formats, 2021
                                                        • Men perceive cannabis as healthier across formats
                                                          • Figure 21: Perceptions of health of formats, by gender, 2021
                                                        • Older consumers aren’t sold on health benefits
                                                          • Figure 22: Perceptions of health of formats, by age, 2021
                                                        • Health users have a health bias
                                                          • Figure 23: Perceptions of health of formats, by health use, 2021
                                                      • Reasons for Use

                                                        • Opportunities exist outside common uses
                                                          • Figure 24: Reasons for use, 2021
                                                        • Sexual health products must consider men
                                                          • Figure 25: Sexual health use and interest, by gender, 2021
                                                        • Older consumers need sexual health support
                                                          • Figure 26: Sexual health use and interest, by age, 2021
                                                        • Cannabis speaks to male spirituality
                                                          • Figure 27: Spiritual health use and interest, by gender, 2021
                                                        • Younger consumers are rewriting spirituality
                                                          • Figure 28: Spiritual health use and interest, by age, 2021
                                                      • Attitudes toward Cannabis and Health

                                                        • Context matters for safety perception
                                                          • Figure 29: Attitudes toward cannabis and health, 2021
                                                        • Safety perceptions vary by age
                                                          • Figure 30: Attitudes toward cannabis and health, by age, 2021
                                                        • Diagnosis raises the stakes
                                                          • Figure 31: Attitudes toward cannabis and health, by cannabis health use, 2021
                                                      • Cannabis and COVID-19

                                                        • Use of new products, increased use share similar incidence
                                                          • Figure 32: Cannabis and COVID-19, 2021
                                                        • Brands need to hang on to mid-age consumers
                                                          • Figure 33: Cannabis and COVID-19, by age, 2021
                                                        • COVID-19 yielded complicated use patterns
                                                          • Figure 34: Cannabis and COVID-19, by cannabis health use, 2021
                                                      • Appendix – Data Sources and Abbreviations

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

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