What we can gather from this report, and other consumer reports like this one, is that Americans are past ready for cannabis legalization, especially after the stress of 2020.
The cannabis industry’s proof was in 2020’s revenue, but a new report from consumer data firm Brightfield shows consumer behavior to match exactly what the cannabis industry already knew: people consumed more cannabis during the pandemic than they were before.
Gen Z makes up a large part of new consumers
A clear factor is stress and anxiety, and the Brightfield report confirms that. New recreational cannabis consumers made up 6% of all consumers in 2020, with 22% being Gen Z. If you thought Generation Z wasn’t old enough to consume cannabis, so did we (kidding), but many of them are now 21 which means legal access to cannabis if they live somewhere where it’s legal.
Photo by Eliott Reyna via Unsplash
Consumers seeking relaxation, sleep, and emotional relief from cannabis
New recreational customers saw the heaviest consumption, specifically in Q4 2020, with 22% of new consumers reporting they utilized cannabis multiple times a day. This declined a little bit in Q1 2021, but nonetheless, new cannabis consumers are entering the market at a faster rate than pre-pandemic. The top three desired cannabis product effects are relaxation, sleep, and emotional relief. Over half, 54%, of new recreational consumers reported utilizing cannabis for anxiety, while a whopping 74% of consumers sought cannabis for relaxation.