The Cannabis industry is growing in the US and Canada, with more states legalizing the substance for recreational use. Since the start of the pandemic, 50% of cannabis consumers have increased their consumption. This increase has pushed nationwide Cannabis sales in 2021 up 40%. (flowhub) The marketing industry in this sector is growing as well, and the need for marketers to understand their audience is becoming more important.
To help cannabis marketers learn about their audience, Datonics took a deep look into its data to investigate the attributes of cannabis product buyers by looking at specific categories such as Cannabis Dispensary Visitors and CBD shoppers. Both groups encompass those interested in cannabis for both medical and recreational purposes.
Below is a snapshot of our findings. To learn more, reach out to Datonics data team here.
Audience Profile is Changing - Contrary to how many may view a cannabis buyer - unmotivated and not interested in personal health - Datonics research reveals a more sophisticated customer profile. Cannabis users are interested to use the substance in its various forms for intentional, health and wellness purposes.
Parents - This segment of the population tends to be more experimental and open to trying different types of cannabis and methods of consumption.
Professional World - The mental health benefits of cannabis are taking off among the professional corporate world. Young professionals that are in artist and creative fields turn to marijuana to enhance their creativity and concentration in their workspace.