Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/html/wp-includes/functions.php on line 6260 Euromonitor Explores Cannabis User Profiles - Nutraceuticals World

What are you searching for?

Sign in
Market Updates

Euromonitor Explores Cannabis User Profiles

Market research firm identifies six adult cannabis consumer archetypes buying into the emerging legal cannabis market (or not).

Author Image

By: Sean Moloughney

Editor, Nutraceuticals World

As consumers increase their cannabis usage, in a variety of forms and in different aspects of their lives, the legal cannabis market is set to grow from $30 billion in 2020 to over $90 billion in 2025, according to global market research company Euromonitor International.

In the white paper “Breaking Stereotypes: Getting to Know the Cannabis Consumer” Euromonitor International explores six adult cannabis consumer archetypes making up the emerging legal cannabis consumer base in 2021: 
 
1. The Seasoned Consumer: Long time regular consumers who use cannabis to enhance their well-being. 24% of these consumers suffer from high or extreme stress while 64% are strongly in favor of recreational legalization.
 
2. The Casual Social: Younger, newer consumers leveraging cannabinoid products as part of their wider lifestyles. 75% of them take vitamins or health supplements at least monthly, while 61% are strongly in favor of recreational legalization.
 
3. The Dabbler: Occasional cannabis users, familiar and comfortable with the substance but unlikely to see it as a key part of their lifestyle. 68% are in favor of its legalization for medical use while 45% believe legal cannabis should be at least as widely available as tobacco and alcohol.
 
4. The Cannacurious: A broad consumer group with an interest in adult-use cannabis consumption if legalized in their countries but with limited knowledge about cannabinoid products. 56% are in favor of legalization for medical use, while only 43% support adult-use liberalization.
 
5. The Unsparked: Consumers who are outwardly negative towards cannabis use but express enough uncertainty that many could be persuaded to engage further. 18% of these consumers believe that cannabis is unsafe, while 8% see cannabis as something that enhances a user’s lifestyle (8%).
 
6. The Naysayer: Strongly against adult use—only 8% in favor of legalization­—they are not an immediate target for producers and brand owners. 51% state that they either have no or low levels of daily stress—the least stressed of all profiles.
 
“Cannabis user profiling is also relevant for cannabis-adjacent FMCG industries as more global consumers have access to cannabinoid-infused products. Cannabinoid consumers report drinking less alcohol, smoking less and taking fewer consumer health products across markets,” said Shane MacGuill, senior industry manager for Nicotine and Cannabis at Euromonitor International.

Sean Moloughney has been the Editor of Nutraceuticals World since 2012. He can be reached at SMoloughney@RodmanMedia.com.
 

Add us as a preferred source on Google

Get the latest Nutraceuticals World news, insights and analysis in your Google Search and AI experiences.

Add Nutraceuticals World as a preferred source on Google (opens in a new tab)

Keep Up With Our Content. Subscribe To Nutraceuticals World Newsletters

Topics