Marijuana Consumer Quantitative Study Report
2020 North American Marijuana Market: Opportunities & Challenges Phase 3 - Consumer Quantitative Study Report
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
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
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 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 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
- 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
- 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
- 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
- Consumer Concerns About Marijuana
- Attitudes Toward Legalization of and Freedom to Use Marijuana
- 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
- 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
- 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
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
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
