New Cannabis Consumer Report Highlights Growing Usage for Health and Wellness

PRESS RELEASE

—Survey results indicate that cannabis is becoming an integral part of a healthy lifestyle— 

DENVER (Nov. 25, 2019) ─ Cannabis is becoming destigmatized as more active lifestyle participants are using cannabis for exercise, recovery, and to maintain general health and wellness, according to research conducted by Clear Path Market Research on behalf of The Cannabis Marketing Group.

Conducted in July 2019, the online survey had a sample count of 2,062 in total, consisting of 1,079 cannabis consumers (past year usage), and 983 canna-curious (not consumed in past year, but would consider using in future).  All participants were 21+ and lived in one of five states: California, Colorado, Massachusetts, Nevada or Oregon. Cannabis Rejecters, those who do not currently use, nor would consider trying in the future, were excluded from the study. 

“What I found most interesting about this research was the focus on understanding the range of cannabis usage occasions, and the link between the different types of cannabis, and cannabis consumption methods, to each of the various cannabis usage occasions,” noted Michael Leventhal, the principal researcher at Clear Path Market Research. For instance, the research indicates that smoking is the most commonly preferred ingestion method across all usage occasions–the study included six methods of consumption and 24 usage occasions—yet the extent of its dominance varies. Usage occasions which over-indexed for specific consumption methods include edibles for sleep, topicals for pain and tinctures for pain and exercise recovery.

“Because of the extensive prohibition history, cannabis is unfortunately categorized as something that causes laziness, lack of motivation, and is often associated with the ‘Couch Potato’ persona,” said Julia Bright, who directs the Cannabis Marketing Group. “As cannabis continues to be destigmatized and consumers are more open about their consumption, the reality is that most cannabis consumers live a very active, healthy lifestyle, and even turn to cannabis to enhance their workout or for post-workout recovery.”

According to the report, about 78% of cannabis consumers exercise regularly and some use cannabis for exercise recovery and even during
exercise. Three in five cannabis consumers stated they had used an edible within the past year. The report also details that only about 1 in 3 cannabis consumers are familiar with the concept of “microdosing”, which is the practice of ingesting small doses of cannabis edibles, as low as 2.5mg, to achieve a minimal psychoactive effect that bolsters rest, relaxation and recovery.

“As new, minimally psychoactive and non-psychoactive applications of the cannabis plant continue to gain momentum, it opens the door for more people to consume cannabis that don’t want to receive the psychoactive ‘high’ effect that is often expected,” Bright continued.

Survey Findings Included:

• Lifestyle Health
  • Cannabis consumers are more likely to use wellness services (massage, therapist, chiropractor, nutritionist, personal trainer) than the canna-curious.
  • Cannabis consumers are more likely to attend music festivals, food festivals, art walks, rallies, and film festivals than the canna-curious. In fact, the only event more likely to be attended by the canna-curious are religious gatherings.

• Cannabis Usage Occasions, Methods & Types
  • Smoking is most commonly preferred across all usage occasions, yet the extent of its dominance varies. This result is not surprising given that 55% of the sample claim that smoking is their most frequent method of consumption overall. Certain types of usage occasions over indexed for a specific consumption method:
    • Edibles – sleep
    • Topical – pain
    • Tinctures – pain and exercise recovery
  • Cannabis use tended to decrease the use of other remedies, especially OTC and Rx medications.
    • The use of talk therapy (counselor), physical therapy and chiropractor also declined significantly.
    • Use of herbal/natural remedies, massage, dietician/ nutritionist, and acupuncture remained relatively consistent.
  • About half of cannabis consumers sampled consider cannabis use healthy, and the other half suggests it depends on how it is used. Almost no one rated cannabis use as not healthy.
  • Almost 2 in 5 cannabis consumers consider Edibles to be the healthiest consumption method.

• Canna-curious Focus
  • The three top personal ‘reasons to try’ amongst the canna-curious aligned well with the three reasons they deemed most appropriate for people in general to try cannabis: as a medicine, to relax/reduce stress and for meditation/mindfulness.
  • As the No. 1 reason for trying cannabis in the future is “as a medicine”, it makes sense that the No. 1 reason holding people back is that their doctor has not recommended it. Interestingly, almost as many people did not really have a reason, stating they just have not yet had the opportunity (this was more common in MA than OR).
    • Employment issues such as an occupation that prevents the use of cannabis, and concern about a drug test, emerged as the 2nd most often types of reasons holding back the canna-curious. (this was more common in CO, and less common in CA).

Methodology: This survey was conducted in July 2019 by Clear Path Market Research (www.clearpathmr.com) on behalf of The Cannabis Marketing Group. This was an online survey with a sample count of 2,062 in total, consisting of 1,079 cannabis consumers (past year usage), and 983 canna-curious (not consumed in past year, but would consider using in future).  All participants were 21+ and lived in one of five states: California, Colorado, Massachusetts, Nevada or Oregon (approximately equal sample sizes by state).  Some questions in the survey were asked of both cannabis consumers and the canna-curious, while others were only asked of specific groups of respondents, depending on the relevancy of each question to each group.  Cannabis Rejecters, those who do not currently use, nor would consider trying in the future, were excluded from the study. 

For more information or to schedule an interview, please contact Shawna Seldon McGregor at 917-971-7852 or [email protected]. 

About the Cannabis Marketing Group

The Cannabis Marketing Group is a coalition of like-minded cannabis brands, dispensaries and auxiliary services, founded to foster the exchange of ideas and provide support in the ever-evolving marijuana marketing landscape. The Cannabis Marketing Group includes leading cannabis brands Apothecanna, Incredibles, Stillwater Brands, Sweet Grass, Terrapin Care Station and Wana Brands.