The cannabis industry has been evolving in distinct paces around the world, with different dynamics across the CBD, medical and adult-use segments. In such context, it is vital to understand the current and potential consumers in more depth. This briefing analyzes the consumption patterns, preferences, occasions, drivers, perceptions, opinions and attitudes around cannabis, across different users, countries and regions.
This report comes in PPT.
There are differences when it comes to the frequency of cannabis consumption and the formats consumers prefer the most, with those who consume cannabis less frequently having a higher preference for non-smokeable formats.
The consumption of cannabis has an impact on the usage of other products, either as a substitute or a complement. When looking at CBD, medical and adult-use cannabis separately, each one’s consumption impacts the consumption of similar products in similar ways, such as analgesics, vitamins and alcoholic drinks.
CBD, medical and adult-use cannabis users roughly showed the same preferences for their consumption occasions. Globally, relaxing at home was the preferred occasion for the three different types of cannabis users, followed by watching films, Netflix and TV.
In general, most respondents have a conservative view about how cannabis should be regulated, taxed, advertised, produced, distributed and sold. Nevertheless, there are different views across geographies, age groups, as well as between cannabis users and non-users.
Public perceptions and opinions have a vital role in the development of the cannabis industry, and it is important to analyse the cultural, social and political differences within and across countries to better understand what the next developments in the cannabis industry will be, as well as when they might come to fruition.
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