2020 North American Marijuana Market: Opportunities & Challenges

2020 North American Marijuana Market: Opportunities & Challenges


Marijuana Quantitative Study among 5,000 North American consumers in February/March 2020 (4,000 US consumers and 1,000 Canadian consumers).
80+ pages/slides of current analysis, commentary, and learnings with consumer knowledge, behaviors, implications, purchase insights across Marijuana CPG categories!
Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.

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).


Phase 3: Table of Contents
Introduction
Methodology
Definitions of Groups
NMI'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

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