Cannabis Users Focused About Consumption Goals

29% of people use substance to relax, refresh, report finds
Cannabis flower
Photograph: Shutterstock

WASHINGTON — Cannabis users are focused in their goals, practices and experiences, a report from New Frontier Data shows.

While factors including age, gender and desired outcomes all play roles in determining preferences among cannabis products, today’s cannabis consumer seeks very specific effects, Amanda Reiman, chief knowledge officer, and J.J. McCoy, senior managing editor, at New Frontier Data said in the report on consumers’ product preferences and intentions.

“Whether those intentions be relaxation, pain management or enhancing a social experience, it’s vitally important for anyone competing in the market to focus on providing them the products that meet their needs. For producers and marketers, tailoring their brands to those specifically sought effects and experiences is fundamental in creating and maintaining meaningful connections to their customers,” the report said.

New Frontier Data partnered with cannabis discovery company Jointly to release the report about U.S. consumers and their intentions, preferences and behaviors.

Flower remains the most commonly used form of cannabis in terms of meeting people’s consumption goals, the report found. Beverages were also rated very highly for helping consumers achieve their goals.

Relaxing/refreshing and relief of everyday stress were the most popular goals reported for cannabis users. Here’s a look at the other use goals and what percentage of people chose them:

  • Relax and refresh: 29%
  • Relieve stress: 22%
  • Improve sleep: 10%
  • Ease pain: 9%
  • Enjoy socializing: 8%
  • Focus and create: 6%
  • Energize and uplift: 5%
  • Recover from exercise: 3%
  • Stimulate appetite: 3%
  • Enhance intimacy: 2%
  • Replace other substances: 1%

Washington, D.C.-based New Frontier Data is a data, analytics and technology firm specializing in the global cannabis industry.

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