A Shift in Consumer Behavior
A recent study by Numerator has revealed significant shifts in consumer behavior, particularly regarding cannabis and alcohol consumption. The survey, which included nearly 6,000 individuals who have used THC and CBD products, highlights a notable decrease in alcohol consumption among cannabis users.
36% of respondents reported a decrease in alcohol consumption since they began using cannabis.
Despite the decline, cannabis users still purchase slightly more alcohol than non-users (73% vs. 65%).
This suggests that the two markets may still be somewhat complementary, with some consumers using both substances.
31% of cannabis users spend over $100 per month on THC products, driven by higher consumption frequency and product pricing.
THC users significantly outspend non-users in several grocery categories, including sports & energy drinks (1.7x higher) and beer (1.3x higher).
This group also spends more on frozen sandwiches, spirits, frozen pizza, and frozen appetizers, indicating distinct preferences for specific food and beverage items.
Cannabis users are significantly more likely to order from food delivery apps like Doordash (61% higher) and Uber Eats (35% higher) compared to non-users.
This trend extends to specific fast food chains, with THC users demonstrating a higher propensity to purchase from establishments like Little Caesars, Jersey Mike's Subs, and Taco Bell.
Younger generations (Gen Z and Millennials) and individuals with lower incomes (below $60K) are more likely to use cannabis regularly.
This group forms a significant market segment with specific consumption habits and preferences.
38% of these regular users are daily consumers and spend more on cannabis products.
74% of past cannabis users indicate a willingness to use cannabis again in the future.
The primary reasons for previous discontinuation include lifestyle changes, a decline in enjoyment, and shifting priorities.
This insight highlights a significant opportunity for market re-entry strategies, particularly for businesses aiming to recapture or introduce products to former users.
This study provides valuable insights into consumer profiles and demand trends within the evolving cannabis market. Understanding these trends is crucial for stakeholders aiming to adapt and thrive in this dynamic environment characterized by changing preferences and consumption habits.