Weedmaps Releases First Data & Insights Report: Cannabis in America
First-of-its-kind report confirms cannabis culture is now mainstream and consumer behavior is evolving
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First-of-its-kind report confirms cannabis culture is now mainstream and consumer behavior is evolving (Graphic: Business Wire)
"The insights from Weedmaps’ Cannabis in America report validate what we see every day: The stigma around cannabis is fading as it becomes more embedded in our culture and daily lives,” said
Beals also added that, “Ultimately, this report represents the first steps of Weedmaps beginning to make its unparalleled levels of cannabis industry data available to policy makers, cannabis business holders and industry investors to help them make more informed and accurate decisions.”
Key takeaways include:
- Cannabis delivery among Generation Z consumers increased by 125% year over year, with overall cannabis delivery increasing by 97%
- The importance of social equity in the cannabis industry is growing, with 46% of cannabis consumers saying they want to patronize women-owned cannabis retailers, and 44% would like to give business to minority- or veteran-owned cannabis establishments
- Cannabis use is being destigmatized, and 72% of cannabis consumers say that everyone or almost everyone knows they use cannabis
- More than one-third, 36%, of Generation Xers believe cannabis is a good way to add tax revenue
Cannabis is big business as consumers are using and ordering more cannabis than ever before
The business of cannabis is entering a critical period as more states are backing cannabis-friendly measures, and efforts are being made towards federal legalization. The cannabis industry has become more sophisticated by appealing to new consumers and featuring distinctive brand elements often seen in more mature categories. New businesses, opportunities, and challenges continue to arise. Now, more than ever, cannabis means business.
- Half (50%) of cannabis consumers said their consumption has increased since the start of the pandemic in
March 2020. According to Weedmaps’ orders data, orders in H1 2021 increased by 55%, compared to H1 2020
- While demand across categories remains consistent year over year, almost half (47%) of cannabis consumers believe edibles are becoming more popular. Millennials (ages 25-40) drove demand across categories for both H1 2020 and H1 2021, showing a slight preference for concentrates
- The first half of 2021 saw a significant shift to cannabis delivery (60% vs. 40% in H1 2020)
The impact of cannabis in local communities is not fully understood among cannabis non-consumers
While the tangible impact of cannabis legalization varies from state to state, many cannabis non-consumers are not sure they have seen nor understand how cannabis legalization impacts them and their communities. Though when asked about the general effect of cannabis legalization in the US, many cannabis non-consumers cited the positive impact of legalization.
- More than a third (39%) say they are not sure how laws legalizing cannabis would have an impact on them personally
- 61% say they are not sure what will happen once cannabis is legalized in their state
- More than a third (36%) of Generation Xers (ages 41-56) believe legalizing cannabis would be a good way to add tax revenue
The fight for social equity within the industry continues as consumers demand more diversity
American consumers continue to bring heightened awareness to socioeconomic disparities, and business and community leaders are working to find more effective solutions. The cannabis industry is working to address social equity, and cannabis consumers are paying attention. Some cannabis businesses and policy advocates are asking how they can support diversification and begin to repair the damage once inflicted on whole communities.
- More than half (57%) believe that everyone should have access to opportunities in the cannabis industry
- Just as many (57%) also believe that everyone benefits from a more inclusive cannabis marketplace
- Almost half (46%) say they want to patronize women-owned cannabis businesses
- Nearly as many (44%) say they want to give their business to minority-owned cannabis businesses
- More than a third (37%) say they want to shop with LGBTQ+-owned businesses
The rise of cannabis brand affinity
As the industry grows, so does the range of product availability and the power of branding. The rise of established brands and consumers’ connection to them is ultimately causing traction in the marketplace. Data suggests that personal experiences with cannabis products and brands build affinity and loyalty among consumers.
- More than half (54%) of cannabis consumers have a favorite brand
- Half (50%) of cannabis consumers believe branded products offer the best results
- Nearly half (48%) of cannabis consumers always buy branded products
Cannabis is going mainstream and shaking off its stigma
Social taboos and shaming tactics are being challenged as cannabis consumption becomes more widespread and acceptable.
- Nearly three out of every four (72%) cannabis consumers say that everyone or almost everyone knows they use cannabis
- More than half (58%) of cannabis non-consumers say they don’t mind members of their social circle (family, loved one, significant other, close friend, acquaintance) using cannabis, but they do not encourage them
- More than a quarter (27%) would use cannabis in a workplace social setting (e.g., company happy hour or holiday party)
- Even more (31%) would use cannabis with multigenerational family members in a social setting
As the industry matures, cannabis education is necessary to empower consumers
As cannabis consumers continue to expand and experiment, it will be essential for credible, consistent, and reliable information to be available to help create confidence and enhance the cannabis experience for experts and novices alike.
- Fewer than half (49%) of cannabis consumers say they are experts or proficient when it comes to cannabis knowledge
- More than half (56%) get cannabis information from friends and family
- More than a third (38%) get cannabis information from cannabis-related websites or apps
- 17% get their cannabis information from celebrities who use and/or have cannabis businesses
The Weedmaps’ Cannabis in America report features insights derived from Weedmaps’ orders data as well as bespoke research from four separate online surveys:
Anonymized cannabis orders of any size placed on Weedmaps.com across categories (flowers, edibles, vape pens, concentrates, topicals) during the following time periods: H1 2020 (
Weedmaps Custom Dispensary Survey I fielded
Weedmaps Custom Dispensary Survey II fielded
To see additional results from Weedmaps’ Cannabis in America report you can access the full report here.
Weedmaps is a leading online marketplace for cannabis users and businesses, operated by
Founded in 2008,
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