All cannabis product consumers are not created equal. The more you know about demographics and buyer intent, the better you can market to them.
Key Takeaways
- Consumer data shows that different demographics seek specific benefits from THC and CBD
- Biased assumptions about who buys cannabis products can be fatal to a brand’s livelihood
- Cannabis consumers make decisions based on emotions and logic
Even during its emerging phase, consumers have made it clear: They want a wide variety of cannabis products. These preferences are defined by demographics. Cannabis product marketers who seek out and apply the insight from this growing pool of information are the ones seeing successful brand growth. Here’s what you need to know.
Slicing and dicing
There’s enough consumer data now to show that different demographics seek specific benefits from THC and CBD. It’s possible to analyze further to see a preference within demographics about usage. Some use cannabis products for recreational purposes, while others seek out health benefits.
Add non-humans to this demographic mix. Nielsen recently shared a consumer behavior report, showing that cannabis-based products for pets will claim up to 5% of U.S. sales by 2025. It’s not surprising when you consider that 74% of CBD buyers have dogs and cats. Overall, 24% of pet owners surveyed say they use cannabis products either for themselves, their pets, or both.
Why understanding cannabis consumer demographics matters
Cannabis is setting aside its past, but it still has to shed nearly a century’s worth of obstacles, ranging from stereotypical falsehood to its status as a legal substance. Biased assumptions about who buys cannabis products can be fatal to a brand’s livelihood.
Cannabis consumers come from all walks of life. According to the cannabis market intelligence company Headset, Millennials and Gen Z will grow to dominate the cannabis market over time. Meanwhile, a look at the total sales shows that four main demographic groups comprise most sales:
- 51.5% – Millennials (ages 23–38)
- 25.7% – Generation X (ages 39–54)
- 15.8% – Baby Boomers (ages 55–73)
- 5.9% – Gen Z (ages less than 23)
While the share of the cannabis sales seems low for Gen Z, it’s important to consider that this figure nearly doubled from the previous year.
But even this information fails to reveal important insight about the respective demographics and their buying behavior. As a marketer, you might miss the target if you didn’t know that there’s a persistent gender imbalance. Men are far more likely to purchase cannabis products, ranging from 60% (Baby Boomers) to 67% (Millennials).
This is crucial knowledge if you are a cannabis brand, focusing on females between the ages of 55–73.
There’s now also sufficient consumer data to tell us how consumers prefer cannabis products. Females prefer cannabis products for health and wellness. They purchase nearly half of all tinctures, topicals, capsules, and edibles. Males show much greater interest in recreational products, purchasing up to 67% of flower products and 70% of concentrates.
Overall, females spend 66% more on CBD products.
Trends born from cannabis
Consumer data shows that most don’t use cannabis products daily. However, a growing number have decided to use it as an alcohol replacement. This is a trend to watch. While 56% of those surveyed say they still use alcohol more than cannabis products, industry experts predict the percentage of consumers reducing alcohol consumption in favor of cannabis to be on the rise.
One reason for this is a trend called Cali Sober, adopted by younger demographic groups who express a preference for cannabis products. It’s nearly impossible to consume dangerous amounts of it, cannabis doesn’t cause hangovers, and it has no carbs or calories.
Consumers are adopting a growing number of social occasions for using cannabis. Using cannabis products while relaxing at home is still the top use occasion.
Today, however, 55% of those surveyed say they also use it while taking care of chores around the house. Social events such as concerts and camping have also grown in popularity as occasions for using cannabis products.
Understanding the why that leads to the buy
Consumer purchase behavior gives you an understanding of who’s buying what – but do you know why? Like everything else that must be purchased, cannabis consumers make decisions based on emotions and logic.
Successful cannabis product marketers already know the crucial importance of educational content. This brain food helps prospects see your brand as a subject matter expert. They also want some emotional nurturing.
- How can you help them feel that their purchase is a reward?
- How can you help them connect with others seeking ways to put cannabis products into their worldview – either for health and wellness or recreational purposes?
Consumers’ desire for transparency and an understanding of the mission offers cannabis brands the opportunity to create emotional attachments. Content marketing allows you to tell the story of why you chose to attach yourself to cannabis. This starts a conversation that you can carry over to social media platforms, which remain off-limits to straightforward cannabis advertising.
Read more about cannabis content marketing.
