Since 2011, more than 7.5 million adults have joined the ranks of now 22.4 million regular cannabis users.
New Frontier Data’s research suggests that the increase reflects a shift: Infrequent users are consuming more regularly, rather than new consumers suddenly becoming regular users.
The growing base of regular consumers highlights the need to understand how customers may be segmented based on their intended uses, product preferences, and consumption habits.
Along with rising public support for legalization (64% nationwide, according to the latest Pew survey), both evolving social acceptance and increasingly popular use of cannabis underline a growing tension between rapidly expanding legal state markets versus the federal government’s prohibition stance.
