The Most Defining Factor Shaping the U.S. Market.
Monthly Cannabis Consumption by State (2020)
The Cannabis Consumer Evolution
2021 & Beyond
Here you will find the data and insight behind key consumer groups that empower brands, operators, advertisers and investors to activate and monetize in the booming cannabis industry.
Every Archetype includes a wide range of ages, genders, education levels, and living situations. Archetypes are defined by their cannabis-related behaviors, preferences, and regulatory contexts.
Chris is a 34-year-old, small-business owner in Portland. After rapidly advancing in his career, he opened his own high-end design firm. Between the demands of career and young kids at home, Chris likes to use cannabis throughout the day – often in the morning, during breaks while working, and after the kids have gone to bed. He primarily uses cannabis for medical purposes because it both provides relief from nagging pain and helps manage his stress levels.
Savvy Connoisseurs are slightly younger than average – 50% being between the ages of 25 and 44 – with a majority being male (56%).
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Acknowledging The Consumer
CANNABIS CONSUMER DEMOGRAPHICS
In September 2020, New Frontier Data designed and conducted an online survey of 4,601 cannabis consumers to assess attitudes, perceptions, and consumption across legal and unregulated markets in the United States. Survey themes included: cannabis use, purchasing behavior and decision influencers, product preferences and expenditures, beliefs about cannabis, and other consumption behaviors.
Among current cannabis consumers, friends remain the primary source for cannabis, though brick-and-mortar stores are increasingly primary sources for consumers. Unsurprisingly, retail establishments are primary sources for consumers in legal adult-use markets.
Most current cannabis consumers (55%) use it more than once a week, with nearly one-quarter (24%) consuming more than once a day
A greater proportionality of consumers now live in adult-use markets than did in 2018
Reasons for Cannabis Use
Age Distribution of Cannabis Consumers
Cannabis Consumers Across Markets