Is Access to New Products The Key to Changing Cannabis Consumer Behavior? Imagine having access to a clear roadmap for engaging cannabis consumers and delivering the experience they desire. Well, look no further. New Frontier Data, the leader in actionable cannabis data and business intelligence, has released a comprehensive report titled “Cannabis Consumers in America, Part 2: Exploring the Archetypes”. This report delves into nine distinct cannabis consumer archetypes, providing insights into their behaviors, preferences, and circumstances, as well as changes since 2022. Whether you’re a retailer or a brand, understanding these archetypes is crucial to creating a successful strategy to attract and retain cannabis consumers. So, let’s take a closer look at the key takeaways from this report and how they can shape the future of the cannabis industry.
In this comprehensive report by New Frontier Data titled “Cannabis Consumers in America, Part 2: Exploring the Archetypes,” key insights are provided into the behaviors, preferences, and circumstances of nine distinct cannabis consumer archetypes. The report aims to assist retailers and brands in understanding their target consumers and meeting their needs. It explores the various consumption habits, preferences for smoking versus edibles, and the impact of emerging products on consumption methods. The mainstreaming of cannabis is also discussed, highlighting the effect it has on different archetypes and its potential impact on Modern Medicinals and Holistic Healers. The report further delves into evolving consumer preferences, changing landscape in newly legal markets, detailed findings on cannabis use frequency, product form preferences, reasons for cannabis use, and methods of sourcing cannabis.
Key takeaways from the report
- Most cannabis consumers are regular, daily users who prefer smoking, but edible consumption is increasing while more traditional methods such as blunts and hand pipes are decreasing.
- The mainstreaming of cannabis is expected to have the greatest impact on the emergence of archetypes like Modern Medicinals and Holistic Healers, who may overcome the stigma associated with cannabis as more accepted medical treatments prove ineffective.
- Legacy Lifestylers are more likely to transition into Contemporary and Medical Lifestylers as more legal markets become available, depending on their consumption goals.
- Consumers in newly legal markets are settling into their own consumption habits, which is reflected in the reduction in the number of Savvy Connoisseurs.
- The report provides detailed insights into cannabis use frequency, product form preferences, reasons for use, methods of sourcing cannabis, and demographics for each consumer archetype.
About New Frontier Data
New Frontier Data is a leading data, analytics, and technology firm specializing in the global cannabis industry. They provide solutions that enable investors, operators, advertisers, brands, researchers, and policymakers to assess, understand, engage, and transact with the cannabis industry and its consumers. With a mission to inform policy and commercial activity for the global legal cannabis industry, New Frontier Data offers comprehensive and transparent data analysis and projections that shape industry trends, dynamics, demand, and opportunity drivers. Founded in 2014 and headquartered in Washington, D.C., New Frontier Data also has a presence in Europe, Latin America, and Africa.
Introduction to Cannabis Consumer Archetypes
Understanding the importance of consumer archetypes is crucial for the cannabis industry. By categorizing cannabis consumers into distinct groups, it becomes easier to tailor products, marketing strategies, and overall experiences to meet their specific needs and preferences. The report by New Frontier Data delves into nine distinct cannabis consumer archetypes that have been identified based on their behaviors, preferences, and circumstances. These archetypes provide a roadmap for retailers and brands to engage with their target consumers effectively.
Overview of the nine distinct cannabis consumer archetypes
The report identifies nine archetypes of cannabis consumers, which fall into four categories: extremely frequent consumers, very frequent consumers, moderate consumers, and infrequent consumers. The archetypes include Savvy Connoisseurs, Contemporary Lifestylers, Medical Lifestylers, Legacy Lifestylers, Modern Medicinals, Engaged Explorers, Social Nibblers, Holistic Healers, and Infrequent Partakers. Each archetype has its unique characteristics, motivations, and consumption patterns, providing valuable insights into the diverse range of cannabis consumers.
Consumer Behavior and Preferences
Understanding the consumption habits of cannabis consumers is essential for businesses in the industry. The report highlights that most cannabis consumers are regular, daily users who have a preference for smoking. However, there has been an increasing trend in edible consumption, along with a decrease in the use of traditional methods such as blunts and hand pipes. This shift in consumption methods may be influenced by the emergence of new products like fast-acting edibles. As these products continue to gain popularity, it is expected that traditional methods of consumption, like smoking, may further decrease even among the archetypes that are the highest consumers of cannabis.
Preference for smoking versus edibles
While smoking remains the preferred method of cannabis consumption for most consumers, there has been a noticeable increase in the popularity of edibles. Edibles offer a discreet and convenient way to consume cannabis, and their effects can be longer-lasting compared to smoking. This shift in preference can be attributed to various factors, including health concerns related to smoking and the availability of a wider range of edible options in the market. As consumers become more aware of the alternatives to smoking, the popularity of edibles is likely to continue growing.
Impact of emerging products on consumption methods
The emergence of new products in the cannabis market has had a significant impact on consumption methods. Traditional methods such as smoking blunts and using hand pipes are gradually becoming less popular, while consumers are increasingly turning to alternative forms such as edibles, oils, and vaporizers. The availability of these new products provides consumers with more options to choose from, based on their preferences and desired experiences. This shift in consumption methods may also be influenced by factors such as improved product quality, convenience, and changing social norms surrounding cannabis usage.
The Mainstreaming of Cannabis
The mainstreaming of cannabis is a significant trend that is reshaping the cannabis industry. As cannabis becomes more widely accepted and legalized in various jurisdictions, it has a profound impact on consumer archetypes and their consumption patterns. The report highlights that the mainstreaming of cannabis will likely have the greatest impact on archetypes such as Modern Medicinals and Holistic Healers. These archetypes may overcome the stigma associated with cannabis, especially when traditional medical treatments fail to provide the desired results. As cannabis gains greater legitimacy in the medical field, these archetypes may see an increase in acceptance and adoption.
Effect of mainstreaming on cannabis archetypes
The mainstreaming of cannabis has the potential to shift the preferences and behaviors of different cannabis archetypes. As cannabis becomes more accepted and accessible, it is expected that archetypes like Modern Medicinals and Holistic Healers will experience significant growth. These archetypes are likely to benefit from the increasing recognition of cannabis as a viable and effective form of medical treatment. As more research emerges and medical professionals endorse cannabis, the stigma surrounding its use is likely to diminish, leading to a higher adoption rate among these archetypes.
Impact on Modern Medicinals and Holistic Healers
Modern Medicinals and Holistic Healers are two archetypes that stand to benefit the most from the mainstreaming of cannabis. Modern Medicinals refers to consumers who use cannabis primarily for medical purposes, often to treat specific conditions or manage symptoms. The increasing acceptance of cannabis in the medical field is expected to drive the adoption of cannabis products among Modern Medicinals. Similarly, Holistic Healers, who seek natural remedies and utilize cannabis for holistic wellness, may also witness a rise in adoption as cannabis gains mainstream recognition as a viable option for wellness and self-care.
Evolving Consumer Preferences
Consumer preferences in the cannabis industry are continuously evolving, driven by various factors such as changing social attitudes, product innovation, and increased accessibility. The report highlights that there is a transition taking place from Legacy Lifestylers to Contemporary and Medical Lifestylers. Legacy Lifestylers refer to consumers who have been using cannabis for a long time and have established consumption habits. However, as more legal markets emerge, these consumers are transitioning into Contemporary and Medical Lifestylers, depending on whether their consumption goals are medical or recreational.
Transition from Legacy Lifestylers to Contemporary and Medical Lifestylers
The transition from Legacy Lifestylers to Contemporary and Medical Lifestylers is a result of the changing legal landscape surrounding cannabis. With the legalization of cannabis in various jurisdictions, consumers who have been using cannabis for recreational purposes are now transitioning to legal markets. This transition allows Legacy Lifestylers to align their consumption habits with their desired lifestyle, be it contemporary or medical. This shift opens up new opportunities for businesses in the cannabis industry to cater to the changing needs and preferences of consumers.
Preference for non-combustible options
As the cannabis industry continues to evolve, there is a noticeable preference among consumers for non-combustible options. Non-combustible options include products such as edibles, oils, vaporizers, and topicals. These options provide consumers with alternative methods of consumption that are considered to be healthier and more discreet compared to smoking. The availability and innovation of non-combustible products have played a significant role in driving the demand for these options. As consumers become more health-conscious and seek out safer alternatives, the popularity of non-combustible options is expected to increase.
Changing Landscape in Newly Legal Markets
The legalization of cannabis in various jurisdictions has led to a changing landscape in newly legal markets. The report highlights a reduction in the number of Savvy Connoisseurs from 2022 to 2023. This reduction may indicate that consumers in newly legal markets are settling into their own consumption habits. Rather than feeling the need to try a variety of new products, these consumers have figured out what they like and have established a routine. This shift in consumption habits is an important trend for businesses to consider when strategizing their product offerings and marketing strategies in these emerging markets.
Reduction in number of Savvy Connoisseurs
Savvy Connoisseurs are consumers who have extensive knowledge and experience with cannabis. They are often characterized by their willingness to try a variety of products and methods of consumption. The reduction in the number of Savvy Connoisseurs may be reflective of consumers in newly legal markets settling into their own consumption habits. These consumers have had the opportunity to try different products and methods of consumption and have now identified their preferences. This reduction suggests a sense of familiarity and routine among consumers in these markets.
Emerging consumption habits
The changing landscape in newly legal markets has also given rise to emerging consumption habits. As consumers in these markets explore different options and gain access to a wider variety of products, their consumption habits are evolving. The report offers insights into the emerging consumption habits of cannabis consumers in these markets, providing valuable information for businesses looking to cater to the unique needs and preferences of these consumers. Understanding these emerging consumption habits is crucial for businesses to adapt their product offerings and marketing strategies accordingly.
Detailed Findings on Cannabis Use Frequency
The report provides detailed findings on the frequency of cannabis consumption among the different archetypes. It highlights that most cannabis consumers are regular, daily users, indicating a high level of engagement with the plant. However, the frequency of consumption varies across the different archetypes, with some consuming more frequently than others. These findings offer businesses valuable insights into the consumption habits of their target consumers, enabling them to tailor their products and marketing strategies accordingly.
Frequency of cannabis consumption among archetypes
The report explores the frequency of cannabis consumption among the different consumer archetypes. It reveals that while most cannabis consumers are regular, daily users, there are variations in consumption frequency across the archetypes. Some archetypes, such as Savvy Connoisseurs and Contemporary Lifestylers, have higher consumption frequencies compared to others. Understanding these variations in consumption frequency allows businesses to target their marketing efforts towards the specific needs and preferences of each archetype, ensuring that their products and services align with the consumption patterns of their target consumers.
Comparison between different archetypes
Comparing the consumption frequencies of different archetypes provides valuable insights into their engagement with cannabis. It allows businesses to understand the habits and preferences of each archetype, enabling them to develop targeted marketing strategies and product offerings. By analyzing the differences in consumption frequency between archetypes, businesses can identify opportunities to cater to the unique needs and preferences of each group. This comparison helps businesses better align their products and services with the consumption habits of their target consumers, ultimately leading to increased customer satisfaction and loyalty.
Product Form Preferences
Consumer preferences for different forms of cannabis products play a significant role in shaping the cannabis market. The report explores these preferences and how they have evolved over time. It highlights that consumers have distinct preferences when it comes to the forms in which they consume cannabis. Understanding these preferences is crucial for businesses to develop products that align with consumer demand and stay ahead in a competitive market.
Preference for different forms of cannabis products
Consumer preferences for different forms of cannabis products vary widely. Some consumers prefer traditional methods of consumption, such as smoking flower or using pre-rolled joints, while others opt for alternative forms, such as edibles, oils, or vaporizers. These preferences are influenced by factors such as individual preferences, desired effects, convenience, and health concerns. By understanding the preferences of different consumer archetypes, businesses can tailor their product offerings to meet the specific needs and preferences of their target consumers, ensuring better customer satisfaction and market success.
Shifts in preferences over time
Consumer preferences for different product forms can shift over time. This shift is driven by various factors, including product innovation, changing social attitudes, and evolving consumer needs. The report highlights that there has been a noticeable shift in preferences over time, with traditional methods of consumption like smoking experiencing a decrease in popularity. On the other hand, alternative forms such as edibles and vaporizers are gaining traction among cannabis consumers. This shift in preferences presents both challenges and opportunities for businesses in the cannabis industry, as they seek to adapt to changing consumer trends and preferences.
Reasons for Cannabis Use
Understanding the motivations behind cannabis consumption is crucial for businesses in the industry. The report explores the various reasons why consumers choose to use cannabis, providing insights into the underlying motivations that drive their consumption habits. By understanding these motivations, businesses can develop products, marketing strategies, and experiences that resonate with their target consumers, ensuring a higher level of customer satisfaction and loyalty.
Motivations behind cannabis consumption
Consumers have a variety of motivations when it comes to cannabis consumption. These motivations can range from recreational purposes, such as relaxation or socializing, to medical purposes, such as pain management or symptom relief. Other motivations may include curiosity, creativity enhancement, or simply personal enjoyment. Understanding these motivations is essential for businesses to develop products and experiences that align with the specific needs and desires of their target consumers. By catering to these motivations, businesses can effectively engage with their consumers and build brand loyalty.
Variations across different archetypes
The motivations behind cannabis consumption can vary across different consumer archetypes. Each archetype has its unique set of motivations and reasons for using cannabis. For example, Medical Lifestylers may consume cannabis primarily for medical purposes, seeking relief from specific conditions or symptoms. On the other hand, Contemporary Lifestylers may use cannabis for recreational purposes, such as relaxation or enjoyment. Understanding these variations across archetypes allows businesses to tailor their products and marketing strategies to effectively meet the specific needs and preferences of each group.
Methods of Sourcing Cannabis
The methods through which consumers obtain cannabis products are an important aspect of the cannabis industry. The report explores how consumers source their cannabis, distinguishing between legal and illicit sources. Understanding these methods of sourcing is crucial for businesses to ensure that their products are reaching consumers through legal channels and to identify potential opportunities for improvement in the supply chain.
How consumers obtain cannabis products
Consumers obtain cannabis products through various methods, including both legal and illicit sources. Legal sources include licensed dispensaries, online platforms, and other regulated channels. Illicit sources, on the other hand, refer to sources outside of the legal framework, such as street dealers or unregulated online platforms. The report provides insights into the methods through which consumers source their cannabis, helping businesses understand the availability and accessibility of their products in the market.
Legal versus illicit sources
The report highlights the importance of distinguishing between legal and illicit sources of cannabis. With the legalization of cannabis in many jurisdictions, businesses are increasingly focused on operating within the legal framework and ensuring that their products reach consumers through legal channels. Consumers, too, are becoming more aware of the benefits of obtaining cannabis from regulated sources, such as quality assurance and consumer protection. Understanding the prevalence of legal and illicit sources allows businesses to evaluate their distribution strategies and identify opportunities to improve accessibility and availability of their products within the legal market.
In conclusion, the report by New Frontier Data provides a comprehensive understanding of cannabis consumer archetypes and their behaviors, preferences, and circumstances. It offers valuable insights into the evolving landscape of the cannabis industry, including changing consumption habits, preferences for different product forms, motivations behind cannabis use, and methods of sourcing cannabis. By analyzing and interpreting these insights, businesses in the cannabis industry can better understand their target consumers and develop strategies to effectively engage with them, ultimately ensuring their success in a rapidly growing market.