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

Published: May 25, 2020 |

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

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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

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