Understanding Today’s Marijuana Users


Understanding that today’s marijuana users are seeking something beyond the high—pain relief, anti-anxiety treatment or a full night’s sleep—is the key to breaking down the stigma around cannabis.

Cannabis legalization is revealing connections to existing trends, like the wellness revolution. One of the most telling signs is the prevalence of convenient, discrete, “normalized” ways to consume cannabis that look nothing like the soot-coloured clouds that swirl up off the cherry of blunt. Flower will continue its reign, but medical users are seeking solutions that feel familiar and accessible. We’re seeing a demand for edibles, topicals, tinctures, and extracts.

The companies who are also CBD-focused are especially aligned with the medical cannabis users’ interest. A report from Chicago-based consumer behaviour research firm, High Yield Insights, says that in states where recreational use is legal, medical marijuana patients are twice as likely to look at the level of CBD (cannabidiol), a non-psychoactive compound, in the product when purchasing cannabis. 

They also found that medical users are also twice as likely as recreational consumers to use topicals and over three times as likely to use tinctures. 

Recreational consumers of cannabis differ from the medical user even if what they use is based on the same plant; it might also be the same products. We want to understand better what drives decisions on choosing one consumption method or product type over another. Such insights could help to reveal untapped market opportunities and guide governments to make better decisions when legalizing and regulating the cannabis products the public wants.

June 19, 2018

by Parker Wallace

Profile photo of Parker Wallace
Parker is a cannabis enthusiast to the core who shares a keen interest in listening to what others have to say and understanding what’s important to them. Those who know Parker know that his passion for health and wellness runs deep, and his love of Canada even deeper!


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