The “Typical” Cannabis Consumer? New Report Says There’s No Such Thing

The typical cannabis consumer in the United States is no longer the cliched stoner of years gone by. Instead, today’s consumers cover a wide demographic spectrum, with the only thing in common between them being that most are seeking a way to disconnect and unwind, according to a new cannabis consumer report.

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Report on the Modern Cannabis Consumer

In February 2023, researchers from New Frontier Data surveyed over 5,500 individuals about their cannabis consumption. The results show that while cannabis consumers come from diverse backgrounds, income brackets, and political affiliations, many of them are active individuals, and almost all are seeking something that helps them relax.

According to the report, 42% of adult cannabis consumers stated that they had consumed cannabis before and would likely consume it again, with 37% describing themselves as “current consumers.”

Among them, 37% said they had increased their consumption in the past year, and over a third consume cannabis every two days. While over half of the respondents live in a state where adult cannabis use is legal, the authors state that consumption frequency of a typical cannabis consumer does not vary significantly based on the type of market.

Demographic data is almost equal between men (54%) and women (46%), but the majority identify as White (63%), followed by Hispanic/Latinx (14%) and Black (14%).

Only 10% of the respondents were between 18 and 24, with the 25-44 age group representing just under half (47%) of the cannabis consumer population. Around 18% were between 45 and 54 years old, 15% were between 55 and 64, and 10% were over 65.

Most cannabis consumers were active individuals, with most earning incomes ranging from $25,000 to $75,000 and 38% holding a license or higher degree. 38% have children under 18 years old.

When asked about their political orientation, 36% described themselves as “liberal” and 26% as “conservative.”

Reasons for Cannabis Consumption

The line between medical and recreational use is blurry. Most of the respondents indicated that they became a cannabis consumer to achieve a “specific goal,” with 83% of them stating that they used it to relax, including for relaxation, anxiety relief, and sleep.

While most respondents reported consuming cannabis for “recreational purposes,” over half stated that their cannabis consumer goals were both medicinal and recreational, with chronic pain being the most common indication, followed closely by anxiety, depression, and insomnia.

Three-quarters self-identified as a “medical cannabis consumer” treating a specific condition diagnosed by a doctor. Almost all (94%) reported that their condition had improved since they started consuming cannabis.

A significant proportion of non-consumers also stated that they would be willing to try cannabis if they fell ill with a condition that could potentially be relieved by becoming a cannabis consumer.

How Do People Consume Cannabis?

Joints are the most common consumption method for the average cannabis consumer, followed by edibles.

Even in states where adult cannabis use is legal, access to a wide range of products is limited. Less than half of the consumers had access to products other than flowers, pre-rolls, and edibles.

THC potency and product effect are the attributes that an average cannabis consumer considers most relevant when choosing a product.

Among flower consumers, 77% stated that strain variety was important, and 47% emphasized minor cannabinoid and terpene profiles.

Where Does the Average Cannabis Consumer Get Their Cannabis?

While just under half of the respondents (43%) purchase their cannabis from a dispensary, a big proportiong of the cannabis consumer population still source it from friends or family members, of which 15% have it delivered, and 10% obtain it from a dealer.

Only 2% of the respondents reported growing their cannabis at home.

There Aren’t Enough Options For Today’s Cannabis Consumer

Although the report indicates a strong position and potential growth for the cannabis industry, the authors state that producers and regulators must do more to meet moden cannabis consumer needs.

“The demographics of cannabis consumers are diverse, with users spanning age groups, genders, income brackets, and political affiliations,” the report states.

“The majority of cannabis consumers use the product for both medical and recreational purposes. This highlights the need to develop products focused on specific effects, such as increased energy or pain relief, and understand that a consumer may seek multiple distinct effects in different contexts.”

The authors add, “Access to forms of cannabis other than flower and edibles remains limited for many consumers, even in states where adult use is permitted. As such, regulators should ensure that a greater variety of cannabis products are made available to every cannabis consumer, and existing operators primarily focused on flowers and edibles should expand their product offerings to reach new consumers while providing existing consumers with additional product options.”

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(Featured illustration by Pavel Danilyuk via Pexels)

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