Phase 3 Consumer Quantitative Study Report
New 2020 North American Cannabis Market: Opportunities & Challenges Phase 3 - Consumer Quantitative Study Report
Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).
200+ pages/slides of current consumer analysis, commentary, and learnings, with consumer understandings, behaviors, implications, purchase insights across CBD, Marijuana, and Hemp CPG categories!
Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $15,000 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 portion of the project
Phase 1: 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 CBD
- On the Radar But Not Well Understood
- A $70 Billion Potential Market Opportunity
- Not All CBD Users Are Created Equal
- CBD in a Category of Its Own
- Most Popular CBD Product Categories and Formats
- CBD Pet Care: An Emerging Market
- A Potential Market Disruptor
- Education: The Key to Driving CBD Growth
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 Millennia's
- Forms Used Skew Toward Plant/Bud/Pre-Rolls
- CBD Consumer Awareness and Level of Feeling Informed
- US cm Word Association: Top of Mind Word Cloud
- Canada CH Word Association: Top of Mind Word Cloud
- US - CH Usage Demographic Profile
- Canada - CBD Usage Demographic Profile
- US - CBD Usage Frequency by Health 6 Wellness Segment
- Canada - CM Usage Frequency by Health B Wellness Segment
- Familiarity with Cannabis Compound Terminology
- CBD Trial by Generation and Health 6 Wellness Segment
- CH Recent Use by Generation and Health 6 Wellness Segment
- CH Use vs Intent vs Rejection
- Top Purchase Influences for CBD Products
- Secondary Purchase Influences for CBD Products
- Initial Path to Purchase Steps for CM Products
- Key CBD Product Purchase Drivers
- Perceived Benefits of CBD
- US - Generational Differences in Perceived Benefits of CBD
- Canada - Generational Differences in Perceived Benefits of CBD
- Consumer Preference for CBD Supplement Product Formats
- Projected Market Sizing of CBD tummies
- Opportunity and Drivers Among Various CBD Supplement Formats
- Generational Differences in Daily Usage of CBD Supplements
- Current User vs Intender Differences in Daily Usage of CBD Supplements
- CBD Supplement Gummy. OTC Product Trade-Off Behavior
- Switching Rationale for Trading OTC and Rs Medications for CBD Products
- Products Impacted by Consumer Trade-Off in Favor of CBD Supplements
- US - Opportunities for CBD es Therapy for Health Conditions
- Consumer Usage of CBD Food and Beverage Product Types
- Consumer Favorite CBD Foods and Beverages
- CBD Foods and Beverages - Trade-Off Behavior with Current Products
- CBD Foods and Beverages as Replacements for Other Products
- US - CBD foods and Beverages as Treatments for Health Conditions
- Canada - CBD Foods and Beverages as Treatments for Health Conditions
- Consumer Usage of CBD Personal Care Product Types
- CBD Body/Facial Care Usage by Generation. Health B Wellness Segment
- CBD Personal Care Product Trade-Off Behavior with Current Products
- US - CBD Personal Care Products as Treatments for Heahh Conditions
- Canada - CBD Personal Care Products as Treatments for Health Conditions
- Pet Ownership
- COD Pet Care Product Use
- Usage of CBD Pet Care Products by Generation
- Usage of CBD Pet Care Products by Health 6 Wellness Segment
- Projected Market Sizing of CBD Pet Care Products
- Consumer Openness to Using CBD DEC or Prescription Medications
- Awareness of and Perceived Uses for Epidiolexe
- Projected Market Sizing of CBD Prescription Products
- Projected Market Sizing of CBD OTC Products
- CBD: Strategy Development. Overcoming Barriers
- Overall Barriers to CBD Use
- Lack of Education About CBD Fuels Many Barriers
- Overall Barriers to CBD Use
- Lack of Education About coo Fuels Many Barriers
- Consumer Concerns of Drug Test Failure 6 Psychoactive Properties
- Key Persuaders to Drive Non-User Trial
- Overcoming Usage Barriers
- Marijuana Usage
- Recreational vs Medical Marijuana Usage
- US Marijuana Word Association: Tap 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 B Wellness Segment
- Canada - Recreational Marijuana Usage Frequency by Health 6 Wellness Segment
- Recreational Marijuana Usage Rates
- Recreational Marijuana Use vs Intent as 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 6 Wellness Segment
- Canada - Medical Marijuana Usage Frequency by Health 6 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-OH 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 far 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
- Purchase Influences: In-Store Efforts are Key for US Consumers
- The $105 Billion Potential Market Size is Impressive
- Strong Interest Exists in US Expanding Legality
- Converting Non-Users May Pose an Uphill Battle
Executive Overview of Hemp
- Familiarity and usage of hemp is currently law and driven by WELL BEINGS, FENCE SITTERS and Millennia's
- There exists some confusion about what hemp is and what the benefits are.
- Education and marketing efforts are vital to broaden the reach of this category.
- Popularity of CBD Products by Category
- US - Popularity of CBD Product Categories Among Usage Groups
- Canada - Popularity of CBD Product Categories Among Usage Groups
- Shopping Behavior - Where Consumers Expect to Find CBDProducts
- Primary Drivers for Using CBI) Products
- Secondary Drivers for Using CBD Products
- The Untapped Opportunity Among Non-Users
- The Non-User Opportunity by Generation and Segment
- US - CBD Consumer Groups by Alcohol B Tobacco Use
- Canada - CBD Consumer Groups by Alcohol B Tobacco Use
- Overview of the CBD Market Size
- Canada - Opportunities for CBD as Therapy for Health Conditions
- Perceived Efficacy of CBD Supplements or OTC Medications
- Loyalty to CBD Supplements/EC Medications Currently Using
- Brand PerceptMn of CBD Supplements and OTC Medications
- Projected Market Sizing of CBD Supplements
- Brand Perception of CBD Personal Care Products
- Projected Market Sizing of CBD Personal Care Products
- Brand Perception of CBD Personal Care Products
- Projected Market Sizing of CBD Personal Care Products
- Consumer Concerns of Drug Test Failure and Psychoactive Properties
- Key Persuaders to Drive Non-User Trial
- Overcoming Usage Barrier
- 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 tummies/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 tummies/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
- Current Usage of Hemp
- US: Hemp Usage Demographic Profile
- Canada: Hemp Usage Demographic Profile
- US - Hemp Usage Frequency by Health B Wellness Segment
- Canada - Hemp Usage Frequency by Health 6 Wellness Segment
- Familiarity with Hemp Product Forms
- Hemp Product Usage
- Hemp Discovery: Paths to Awareness
- Average Monthly Spending on Hemp Product Types
- Drivers to Hemp Use
- Awareness of Hemp Benefits and Uses
- Consumer Views on Hemp
- Perceptions of Hemp as an Alternative Resource
- Confusion about legality and Side Effects of Hemp
- Projected Market Sizing for Hemp Products
- NMI Health and Wellness Consumer Segment
- Five Distinct Segments within the Population
- Snapshot: WELL BEINGS • Snapshot: FENCE SITTERS
- Snapshot: FOOD ACMES • Snapshot EAT. DRINK B BE MERRYS
- Snapshot MAGIC BULLETS
- Projected Market Sizing for Hemp Nutritional Supplements
- Projected Market Sizing for Hemp Gummies
- Projected Market Sizing for Hemp Foods and Beverages
- Projected Market Sizing for Hemp Personal Care
- Projected Market Sizing for Hemp Pet Care
- Projected Market Sizing for Hemp Household Paper Products
- Projected Market Sizing for Hemp Clothing
- Projected Market Sizing for Hemp Textiles
- Projected Market Sizing for Hemp Fabrics
Methodology - Phase 3 Quantitative Consumer Study
Scope:
- NMI 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
NMI's Health S Wellness consumer segmentation identifies five distinct segments within the U.S. general population
