New Frontier Data released a May 2 report titled “Cannabis Consumers in America 2023: Part 1.” The study delves into the contemporary cannabis consumer’s diverse demographics and trends.
During a press release, Gary Allen, the CEO of New Frontier Data, claimed that more than 42% of adults who have consumed cannabis plan on using it again. Allen also explained that cannabis consumers fall under a broad range of genders, age groups, political affiliations, and economic backgrounds.
The increase in cannabis use can be attributed to more acceptance and openness towards cannabis use among Americans. This has created significant opportunities in new and emerging markets. As per the report, more than 42% of U.S. adults have used cannabis and are likely to repeat it, and an additional 15% have expressed their interest in trying cannabis in the future.
The survey was executed in the first quarter of 2023 with a sample size of 5,534 individuals. Among these individuals, 1,176 identified as non-cannabis users, while 4,358 identified as cannabis consumers.
Following the survey’s data, about 37% of American adults currently use cannabis and are grouped as “current consumers.” This group represents individuals that use cannabis at least once a year and plan on continuous usage. On the other hand, 30% claim to have never used cannabis and have no interest in trying it out. Interestingly, 15% of respondents were inclined to try cannabis for the first time, while 13% were former enthusiasts who have since sworn off consumption.
Meanwhile, New Frontier Data had previously analyzed American consumers in 2022. Comparing the results, the percentage of “current consumers” increased from 39% last year to 42% in 2023. On the other hand, the number of individuals who have never used cannabis and do not intend to do so decreased from 34% in the previous year to 30% in 2023.
The study analyzed responses from participants across various age groups regarding their cannabis consumption in the past month, from 2017 to 2021. The findings indicate an 8% decrease in cannabis use among adults aged 18 to 20 and a 20% increase among those aged 21 to 25 since 2017.
One crucial finding highlighted in the report is the increased cannabis usage in the last four years. The report shows that there’s been an increase of 96% in cannabis usage among individuals aged 65 and above. Cannabis usage among individuals aged 40 and 44 also increased by 64%. The report revealed that cannabis usage increased across all age groups except for adolescents within the 18 and 20 years age group.
With increased legalization, about 74% of Americans live in a cannabis-legalized state for medical or adult use. Of the 74%, 48% of these individuals live in states that permit adult cannabis use, while 26% live in states that legalized cannabis only for medicinal use.
Following the 2022 data on the legal cannabis market in the United States, cannabis buds retain the favourite spot among cannabis users, with a sales share of 43%. Vape holds the second position with a 29% sales share, followed by edibles and drinks (11%) and extracts (9%). The remaining 1% collectively represents tinctures, topicals and other products.
Focusing on the racial and ethnic diversity of cannabis consumers, the data gives fascinating insight. Cannabis consumers in the United States are distributed across white (63%), Black (14%), Hispanic/Latinx (14%), Asian (3%), Mixed/multi-racial (4%), and Other (2%). In terms of gender, men represent a more significant percentage, accounting for 54% of the population, while women account for the remaining 46%.
The study found that 70% of cannabis consumers use the substance for a specific purpose. The majority of consumers, approximately 83%, reported using cannabis to unwind and alleviate stress or anxiety, while 61% use it to improve their sleep quality.
The majority of cannabis consumers reported using the substance while engaging in activities such as video gaming (32%), socializing (33%), fun activities with family/partner (35%), eating (36%), surfing the internet (37%), sleeping (45%), listening to music (52%), and watching television, videos, or movies at home (56%).
Additionally, some consumers reported using cannabis while doing household chores or housework (30%). Fewer than 30% reported using cannabis while cooking, spending time in nature, having sex, or drinking alcohol.
The majority of medical cannabis consumers use it to treat diagnosed conditions such as osteoarthritis (10%), PTSD (17%), migraines (21%), and chronic pain (46%). Among all cannabis consumers, the most common reasons for use are inflammation (28%), insomnia (40%), depression (41%), anxiety (55%), and pain relief (64%). After consuming cannabis, 94% of consumers reported improving their medical conditions or symptoms.
New Frontier Data reported that 77% of flower consumers consider strains important, while 47% prioritize minor cannabinoid and terpene profiles. Despite the growing attention to terpenes and minor cannabinoids, most consumers still rely on strains to make their purchasing decisions, as per the survey results.
The majority of edibles consumers prefer gummies, which make up 84% of the most common edibles, followed by cookies or brownies at 50%, chocolates at 42%, and beverages at 22%. When it comes to dosage, most consumers opt for 2-4 mg (14%), 5 mg (18%), or 10 mg (17%).
The first part of Cannabis Consumers in America 2023 is a comprehensive resource of valuable insights into current cannabis consumers. It comprises 45 pages of charts and data covering spending patterns, preferred purchasing locations, brand loyalty, social consumption habits, perspectives on policy, and much more.
The 2023 study on American cannabis consumers provides an in-depth analysis of cannabis use in today’s country. It outlines the crucial trends and advancements that the industry has seen over time. These include the rise in consumer numbers and the evolving preferences in product varieties and modes of consumption.
According to the report, a notable finding is that cannabis usage among Americans has risen from 39% in 2022 to 42% in 2023. The study further highlights a substantial increase in cannabis use among older age groups, with individuals aged 65 and above reporting a 96% increase and those in the 40 to 44 age bracket reporting a 64% increase.
With increased cannabis legalization, acceptance and usage across the United States, it will be fascinating to witness how consumer tastes and consumption habits change with time and how the industry adapts.