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969356

2020 North American Marijuana Market: Opportunities & Challenges, Marijuana Consumer Quantitative Study Report

Published: | Natural Marketing Institute | 80+ Pages | Delivery time: 1-2 business days

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2020 North American Marijuana Market: Opportunities & Challenges, Marijuana Consumer Quantitative Study Report
Published: May 25, 2020
Natural Marketing Institute
Content info: 80+ Pages
Delivery time: 1-2 business days
  • Description
  • Table of Contents

The Institute's Groundbreaking Multi-Phase Research on the Impact of the Whole Cannabis Plant on Consumers

The Institute conducted a comprehensive research project surrounding cannabis. It is the first and only study to examine the impact of the whole cannabis plant - including CBD, marijuana, and hemp - and its impact on whole health across general population adults in the US and Canada.

This report represents the Phase 3 Marijuana portion of the project.

Phase 1: 9 online US focus groups with consumers in October 2019 (60+ consumers). Separate Qualitative report available.

Phase 2: Industry & Market Analysis: 5-year review of cannabis-related in-market activity in November 2019. Separate report available.

Phase 3: Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).

Methodology - Phase 3 Quantitative Consumer Study

Scope:

The Institute conducted a comprehensive research project surrounding the whole cannabis plant - including CBD, hemp, and marijuana - and its impact on whole health across general population adults in North America with a focus on pathway to purchase, product opportunities, market sizing, and strategic marketing applications.

The focus of this consumer study examined the attitudes, behaviors, motivations, and purchase interest related to the dynamic, multi-faceted dimensions of whole health, including the impact on human health and that of the planet.

Survey Methodology:

  • 4,000 US adults and 1,000 Canadian adults, nationally projectable to the adult population in each country; accurate at the 95% confidence level to +/- 1.2%
  • Conducted online February/March 2020
  • Representative in each country to the general population of adults 18+; balanced across key demographics and nationally projectable
  • Report released May 2020

Definition of Groups within the Report

  • GP - General Population Adults (by country)
  • iGen - born 1998-2001 (Ages 18-21)
  • Millennials - born 1977-1997 (Ages 22-42)
  • Young Millennials - born 1991-1997 to (Ages 22-28)
  • Older Millennials - born 1977-1990 (Ages 29-42)
  • Gen X - born 1965-1976 (Ages 43-55)
  • Boomers - born 1946-1964 (Ages 56-72
  • Matures - born 1900-1945 (Ages 73+)
  • CBD past 6 month users - used a CBD product* in past 6 months
  • CBD lapsed user - used a CBD product* but not in the past 6 months
  • CBD non-users - have never used a CBD product*
  • CBD Intenders - definitely/probably would use a CBD product* at some point in the future if available where they shop; includes consumers who have ever used CBD but not in the past 6 months

Table of Contents

Introduction

Methodology

The Institute's Health & Wellness Consumer Segments

Executive Overview

Executive Overview of Marijuana

  • Everyone is Aware of Marijuana, But Conflicting Perceptions Exist
  • Usage Rates Show Upside Market Potential as Legality Grows in the US
  • Clear Generational Differences Driven By Millennials
  • Forms Used Skew Toward Plant/Bud/Pre-Rolls US Consumers

Marijuana Overview

  • Marijuana Usage
  • Recreational vs Medical Marijuana Usage
  • US Marijuana Word Association: Top of Mind Word Cloud
  • Canada Marijuana Word Association: Top of Mind Word Cloud
  • Marijuana: Consumer Level of Feeling Informed
  • US Consumer Perspectives on Marijuana Social and Lifestyle Benefits
  • Perceived Benefits of Marijuana
  • Consumer Concerns About Marijuana
  • Attitudes Toward Legalization of and Freedom to Use Marijuana

Recreational Marijuana

  • Current Usage of Recreational Marijuana
  • US - Recreational Marijuana Usage Demographic Profile
  • Canada - Recreational Marijuana Usage Demographic Profile
  • US - Recreational Marijuana Usage Frequency by Health & Wellness Segment
  • Canada - Recreational Marijuana Usage Frequency by Health & Wellness Segment
  • Recreational Marijuana Usage Rates
  • Recreational Marijuana Use vs Intent vs Rejection
  • Familiarity with Recreational Marijuana Product Forms
  • Popularity of Marijuana Products by Category
  • Frequency of Recreational Marijuana Product Usage
  • Recreational Marijuana Products - Trade-Off Behavior with Current Products
  • US - Recreational Marijuana Products as Replacements for Other Products
  • US - Conditions for Which Recreational Marijuana Would Replace OTC or Rx Medications
  • Average Monthly Spending on Recreational Marijuana Product Types
  • Drivers for Initial Recreational Marijuana Trial
  • Initial Path to Purchase Steps for Recreational Marijuana Products
  • Top Purchase Influencers for Recreational Marijuana
  • Projected Market Sizing for Recreational Marijuana Products
  • Projected Market Sizing for Recreational Marijuana Flowers/Bud/Plant/Pre-Roll
  • Projected Market Sizing for Recreational Marijuana Concentrates
  • Projected Market Sizing for Recreational Marijuana Baked Goods
  • Projected Market Sizing for Recreational Marijuana Gummies/Other Candy
  • Projected Market Sizing for Recreational Marijuana Chocolates
  • Projected Market Sizing for Recreational Marijuana Sweets
  • Projected Market Sizing for Recreational Marijuana Alcohol
  • Projected Market Sizing for Recreational Marijuana Non-Alcoholic Beverages

Medical Marijuana

  • Current Usage of Medical Marijuana
  • US: Medical Marijuana Usage Demographic Profile
  • Canada: Medical Marijuana Usage Demographic Profile
  • US - Medical Marijuana Usage Frequency by Health & Wellness Segment
  • Canada - Medical Marijuana Usage Frequency by Health & Wellness Segment
  • Medical Marijuana Usage Rates
  • Top Purchase Influencers of Medical Marijuana
  • Barriers to Medical Marijuana Use
  • Projected Market Sizing for Medical Marijuana Products
  • Medical Marijuana Use vs Intent vs Rejection
  • Familiarity with Medical Marijuana Product Forms
  • Popularity of Medical Marijuana Products by Category
  • Frequency of Medical Marijuana Product Usage
  • Medical Marijuana Products - Trade-Off Behavior with Current Products
  • US - Medical Marijuana Products as Replacements for Other Products
  • US - Conditions for Which Medical Marijuana Would Replace OTC or Rx Medications
  • Average Monthly Spending on Medical Marijuana Product Types
  • Drivers for Initial Medical Marijuana Trial
  • Projected Market Sizing for Medical Marijuana Flowers/Plants/Bud/Pre-Roll
  • Projected Market Sizing for Medical Marijuana Concentrates
  • Projected Market Sizing for Medical Marijuana Baked Goods
  • Projected Market Sizing for Medical Marijuana Gummies/Other Candy
  • Projected Market Sizing for Medical Marijuana Chocolates
  • Projected Market Sizing for Medical Marijuana Sweets
  • Projected Market Sizing for Medical Marijuana Alcohol
  • Projected Market Sizing for Medical Marijuana Non-Alcoholic Beverages

Profile of Marijuana Non-Users

  • Opportunity Among Non-Users: Intent to Use Recreational or Medical Marijuana
  • Conditions for Which Non-Users Would Consider Marijuana as a Therapy
  • Overall Barriers to Marijuana Consumption
  • Generational Differences in Barriers to Marijuana Use
  • Preferred Sources for Information on Marijuana
  • Influences to Persuade Marijuana Trial

Appendix: The Institutes Health & Wellness
Consumer Segments

  • NMI Health and Wellness Consumer Segment
  • Five Distinct Segments within the Population
  • Snapshot: WELL BEINGS
  • Snapshot: FOOD ACTIVES
  • Snapshot: MAGIC BULLETS
  • Snapshot: FENCE SITTERS
  • Snapshot: EAT, DRINK & BE MERRYS