A full 42% of American adults say they have used cannabis and will use it again, 37% are “current consumers” and past month usage has increased in every legal demographic according to New Frontier Data’s new “Cannabis Consumers in America 2023” report.
The 45-page report is designed as an in-depth look at the demographics and habits of the current cannabis consumer, as well as a look at the current industry, based on an online survey of about 5,500 people. Currently, nearly half of all Americans (48%) live in a state that allows adult use while nearly three-in-four (74%) live in a state with a legal cannabis framework, either medical or recreational. In fact, 43% of American cannabis consumers now get their cannabis from brick-and-mortar dispensaries, with another 15% using delivery services. In illicit markets, “friends” are the leading source, while the percentage of consumers who responded “dealer” has fallen to 10%.
According to New Frontier, 42% of consumers acquire cannabis a least once per week, with 32% spending between $50 and $99 when they do. The report also indicates that among consumers who are not loyal to a particular business, 54% switch businesses to take advantage of promotions at different retailers.
In addition, 37% of consumers increased cannabis consumption in the past year and 16% of non-consumers say they are likely to use cannabis within the next six months.
Among the key takeaways from the report is that acceptance and use continue to grow, and the consumer demographic for cannabis is diverse, spread across age, gender, economic and political spectrums.
“Instead of trying to speak to the whole range of consumer identities at once, brands and retailers
should identify a specific target consumer type and cater to their specialized needs,” the report reads, adding later, “In particular, younger consumers are more likely to be interested in new products and are more likely to use both flower and non-flower products, so focusing on this demographic could yield positive results.”
— Brian Beckley