Marijuana Consumer Quantitative Study Report

2020 North American Marijuana Market: Opportunities & Challenges Phase 3 - Consumer Quantitative Study Report

marijuana consumer study

Marijuana Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

80+ pages/slides of current analysis, commentary, and learnings with consumer knowledge, behaviors, implications, purchase insights across Marijuana CPG categories!

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $8,000  Order Report

The Institute's Groundbreaking Multi-Phase Research on the Impact of the Whole Cannabis Plant on Consumers

The Institute conducted a comprehensive research project surrounding cannabis. It is the first and only study to examine the impact of the whole cannabis plant — including CBD, marijuana, and hemp — and its impact on whole health across general population adults in the US and Canada.

This report represents the Phase 3 Marijuana portion of the project

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Phase 1: Qualitative Study: 9 online US focus groups with consumers in October 2019 (60+ consumers). Separate Qualitative report available.

Phase 2: Industry & Market Analysis: 5-year review of cannabis-related in-market activity in November 2019. Separate report available

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Phase 3: Quantitative Study: among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

Phase 3 - Table of Contents

Introduction
Methodology
Definitions of Groups
The Institute's Health & Wellness
Consumer Segments

Executive

Executive Overview of Marijuana

  • Everyone is Aware of Marijuana. But Conflicting Perceptions Exist
  • Usage Rates Show Upside Market Potential as Legality Grows in the US
  • Clear Generational Differences Driven By Millennial's
  • Forms Used Skew Toward Plant/Bud/Pre-Rolls
Marijuana
  • Marijuana Usage
  • Recreational vs Medical Marijuana Usage
  • US Marijuana Word Association: Top of Mind Word Cloud
  • Canada Marijuana Word Association: Top of Mind Word Cluud
  • Marijuana: Consumer Level of Feeling Informed
  • US Consumer Perspectives on Marijuana Social and Lifestyle Benefits
  • Perceived Benefits of Marijuana
Recreational
  • Current Usage of Recreational Marijuana
  • US-Recreational Marijuana Usage Demographic Profile
  • Canada - Recreational Marijuana Usage Demographic Profile
  • US - Recreational Marijuana Usage frequency by Health & Wellness Segment
  • Canada - Recreational Marijuana Usage Frequency by Health & Wellness Segment
  • Recreational Marijuana Usage Rates
  • Recreational Marijuana Use vs Intent vs Rejection
  • Familiarity with Recreational Marijuana Product Forms
  • Popularity of Marijuana Products by Category
  • Frequency of Recreational Marijuana Product Usage
  • Recreational Marijuana Products - Trade-Off Behavior with Current Products
  • US-Recreational Marijuana Products as Replacements for Other Products
  • US-Conditions for Which Recreational Marijuana Would Replace OTC or Rx Medications
  • Average Monthly Spending on Recreational Marijuana Product Types
  • Drivers for Initial Recreational Marijuana Trial
  • Initial Path to Purchase Steps for Recreational Marijuana Products
Medical
  • Current Usage of Medical Marijuana
  • US: Medical Marijuana Usage Demographic Profile
  • Canada: Medical Marijuana Usage Demographic Profile
  • US - Medical Marijuana Usage Frequency by Health & Wellness Segment
  • Canada - Medical Marijuana Usage Frequency by Health & Wellness Segment
  • Medical Marijuana Usage Rates
  • Medical Marijuana Use vs Intent vs Rejection
  • Familiarity with Medical Marijuana Product Forms
  • Frequency of Medical Marijuana Product Usage
  • Medical Marijuana Products - Trade-Off Behavior with Current Products
  • US - Medical Marijuana Products as Replacements for Other Products
  • US - Conditions for Which Medical Marijuana Would Replace OTC or Rx Medications
  • Average Monthly Spending on Medical Marijuana Product Types
  • Drivers for Initial Medical Marijuana Trial
Profile
  • Opportunity Among Non-Users: Intent to Use Recreational or Medical Marijuana
  • Conditions for Which Non-Users Would Consider Marijuana as a Therapy
  • Overall Barriers to Marijuana Consumption
  • Generational Differences in Barriers to Marijuana Use
  • Preferred Sources for Information on Marijuana
  • Influences to Persuade Marijuana Trial
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  • Consumer Concerns About Marijuana
  • Attitudes Toward Legalization of and Freedom to Use Marijuana
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  • Top Purchase Influencers for Recreational Marijuana
  • Projected Market Sizing for Recreational Marijuana Products
  • Projected Market Sizing for Recreational Marijuana Flowers/Bud/Plant/Pre-Roll
  • Projected Market Sizing for Recreational Marijuana Concentrates
  • Projected Market Sizing for Recreational Marijuana Baked Goods
  • Projected Market Sizing for Recreational Marijuana Gummies/Other Candy
  • Projected Market Sizing for Recreational Marijuana Chocolates
  • Projected Market Sizing for Recreational Marijuana Sweets
  • Projected Market Sizing for Recreational Marijuana Alcohol
  • Projected Market Sizing for Recreational Marijuana Non-Alcoholic Beverages
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  • Top Purchase Influencers of Medical Marijuana
  • Barriers to Medical Marijuana Use
  • Projected Market Sizing for Medical Marijuana Products
  • Projected Market Sizing for Medical Marijuana Flowers/Plants/Bud/Pre-Roll
  • Projected Market Sizing for Medical Marijuana Concentrates
  • Projected Market Sizing for Medical Marijuana Baked Goods
  • Projected Market Sizing for Medical Marijuana Gummies/Other Candy
  • Projected Market Sizing for Medical Marijuana Chocolates
  • Projected Market Sizing for Medical Marijuana Sweets
  • Projected Market Suing for Medical Marijuana Alcohol
  • Projected Market Sizing for Medical Marijuana Non-Alcoholic Beverages
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Appendix
  • The Institute Health and Wellness Consumer Segment
  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS
  • Snapshot: FENCE SITTERS
  • Snapshot: FOOD ACTIVES
  • Snapshot: EAT, DRINK & BE MERRYS
  • Snapshot: MAGIC BULLETS
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Methodology - Phase 3 Quantitative Consumer Study

Scope:

  • The Institute conducted a comprehensive research project surrounding the whole cannabis plant — including CBD, hemp, and marijuana — and its impact on whole health across general population adults in North America with a focus on pathway to purchase, product opportunities, market sizing, and strategic marketing applications.
  • The focus of this consumer study examined the attitudes, behaviors, motivations, and purchase interest related to the dynamic, multi-faceted dimensions of whole health, including the impact on human health and that of the planet.

Survey Methodology:

  • 4,000 US adults and 1,000 Canadian adults, nationally projectable to the adult population in each country; accurate at the 95% confidence level to +/- 1.2%
  • Conducted online February/March 2020
  • Representative in each country to the general population of adults 18+; balanced across key demographics and nationally projectable
  • Report released May 2020
Whole Cannabis

Definition of Groups within the Report

GP — General Population Adults (by country)

iGen — born 1998-2001 (Ages 18-21)

Millennials — born 1977-1997 (Ages 22-42)

Young Millennials — born 1991-1997 to (Ages 22-28)

Older Millennials — born 1977-1990 (Ages 29-42)

Gen X — born 1965-1976 (Ages 43-55)

Boomers — born 1946-1964 (Ages 56-72

Matures — born 1900-1945 (Ages 73+)

CBD past 6 month users - used a CBD product* in past 6 months

CBD lapsed user — used a CBD product* but not in the past 6 months

CBD non-users — have never used a CBD product*

CBD Intenders — definitely/probably would use a 880 product* at some point in the future if available where they shop; includes consumers who have ever used CH but not in the past 6 months

All references to dollar sizes are in their local currency (US Dollars, Canadian Dollars)
*oil, tinctures, gummies, capsules, foods, topicals, other forms

The Institute's Health & Wellness consumer segmentation identifies five distinct segments within the U.S. general population

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