The Power of Knowing Your Cannabis Consumer

Who are the consumers in your market? 

Effective marketing starts with knowing who your consumers are, what they want, and what they expect to pay to get it. Not only do consumers vary by market, but the price of their products does too.

Let’s explore two primary consumer archetypes that dominate specific U.S. metro areas: Savvy Connoisseurs and Modern Medicinals.

1. Savvy Connoisseurs: This archetype is prevalent in cities such as Los Angeles, Cleveland, Orlando, Phoenix, and Albuquerque/Santa Fe. Savvy Connoisseurs are characterized by their frequent cannabis use and substantial spending. They engage in both medical and recreational consumption, enjoying a wide range of products, including both flower and non-flower varieties.

Savvy Connoisseurs are the youngest consumer group, and they are more likely to share cannabis with friends and family, making them influential in their social circles. They also use both regulated and unregulated sources, presenting an opportunity for dispensaries and brands to attract them to the regulated market with targeted marketing efforts.

2. Modern Medicinals: Found in major metro areas like Chicago, Washington DC, New York, and Minneapolis/St. Paul, Modern Medicinals are moderate frequency consumers who lean towards medical use of cannabis. While they do consume both flower and non-flower products, they often prefer non-flower forms such as edibles, topicals, and vapes.

This archetype is older and skews female, with a strong preference for regulated sources. Modern Medicinals are more likely to respond to wellness-focused marketing and education-driven retail experiences, making these approaches particularly effective in appealing to this group.

The Importance of Pricing Strategy

Cannabis pricing isn’t uniform across the board. State taxes and compliance costs can create significant price variations. Understanding what your customers are paying at the register helps you tailor your discount strategies, adjust your brand positioning, and seize state-specific marketing opportunities. If you’re targeting high-spending Savvy Connoisseurs, exclusive offers and premium products can justify higher price points. Modern Medicinals lean toward regulated wellness products, so deals on edibles or vapes might be your best bet.

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