Cannabis Consumers

The Most Defining Factor Shaping the U.S. Market.

Monthly Cannabis Consumption by State (2020)

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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.

MEET THE

Cannabis Consumer

Archetypes

The 10 most critical cannabis consumer profiles you need to understand.

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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.

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ARCHETYPE SNAPSHOT:
SAVVY CONNOISSEUR

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.

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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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INDUSTRY BRIEFING

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

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Reasons for Cannabis Use

Age Distribution of Cannabis Consumers

Cannabis Consumers Across Markets

thank you to our sponsors

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Mantis Ad Network is a SaaS technology company that transforms the way brands and agencies buy digital media. Fee transparency and exclusive inventory sources make Mantis distinctively different from other digital advertising platforms that exist today. The Mantis DSP enables marketers to activate low-cost, cross channel, programmatic media campaigns using real-time market research, proprietary audience data, advanced analytics and attribution software. With a focus on the rapidly evolving, legal cannabis and hemp industries, Mantis is uniquely positioned to assist brands and agencies in accessing high-value inventory for a fraction of the cost of other ad platforms. The company is based in North America but actively services clients around the globe.
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GrowFlow is a cloud-based software suite for cannabis businesses at all steps in the supply chain. With customers ranging from growers, producer/processors, and retailers, GrowFlow is one of the market leading cannabis software solutions in several states.

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