Cannabis Purchasing Behavior: 15 Key Sets of Statistics

cannabis purchasing behavior

The benefits of cannabis market research are in no way an industry secret. Much like in any industry, investing in market research can improve your profits, guide you through the process of making tough, important strategic decisions, and help refine your targeting and branding.

Recently, we’ve published on the importance of cannabis consumer demographic research, how cannabis customer satisfaction surveys can increase your revenue, and how professional cannabis consumer insights can help guide strategic decisions.

Check them out if you need clarification.

Otherwise, enjoy these interesting facts, tidbits, and insights we’ve gleaned over the years about cannabis purchasing behavior from our CANNApinion and GreenTime Polls.

Some Interesting Stats

●Cannabis consumers don’t simply purchase it for personal consumption. Evidently, some users either give gifts of cannabis or are interested in it. Overwhelmingly (69%), those that said they’d give it as a gift indicated they’d offer edibles. The top three categories which users said they’d give as gifts were gummies, brownies, and chocolate.

●On gift-giving: 39% of users polled in one study said they’d intended to consume cannabis products with a romantic partner on Valentine’s day. With almost half the market interested, promotional, seasonal, or themed products might be a lucrative strategic move.

●Move over, 4/20: In one poll, 100% of respondents said they also consumed cannabis as a celebration in observation of 4/20. However, it was not the only holiday that respondents said they celebrated in such a manner. A large number – 40% of respondents also indicated that they celebrated Thanksgiving by consuming cannabis as well.

●If you’re considering a celebrity endorsement, be aware of the discrepancy in cannabis purchasing habits that fall along gender lines. For whatever reason, women don’t seem to be interested in celebrity endorsement of cannabis products. 69% of females polled said that celebrity endorsements were not important to them, as compared to the 41% of males that said they were. Apparently, male and female users are not in agreement on the utility of celebrity endorsement.

●Do you offer a delivery service? Perhaps you should be – 30% of those that had not used a delivery service said that the only reason was due to unavailability in their area. Just make sure you mark it – 59% of people interested in cannabis delivery services said they’d like the driver to be driving a branded vehicle. Also: 52% said delivery time and 58% suggested that price would be an important factor in determining whether or not to patronize delivery services. Here’s another gem: apparently 35% of respondents already routinely use a delivery service. There may be an opportunity for repeat business in your area.

●Beyond the dispensary: 81% of respondents to one poll indicated an interest in visiting a cannnabis bar or lounge. That opens up all sorts of opportunities for cannabis entrepreneurs to offer a full-service experience, which may potentially revolutionize the way people consume cannabis in company.

●Know your stuff: Apparently, the experience matters as much as the products themselves. 63% of consumers suggested that dispensary budtenders that were experienced or knowledgeable were important to them. Training and professional development for your staff might be a good thing. Selection is important, too, though. 64% of respondents said as much, and 68% said they had a favorite dispensary.

●Give back: 71% of respondents indicated that a loyalty or rewards program was important to them.

●The merging of recreational and medical cannabis retail: Evidently, 69% of those that have consumed cannabis via an oral method have done so for pain relief. There’s some crossover in consumer behavior, though. 63% use it for stress relief and 62% for controlling anxiety.

●Topical methods of administration have seen a big bump since the COVID-19 pandemic began. A 44% increase, to be precise. 45% of respondents to one poll also indicated that they had used a topical method of administration – either a cream, balm, salve, or lotion.

●You’ve heard a lot about edibles and other non-typical routes of consumption, but there’s still plenty of room for growth in traditional avenues. 56% of respondents from states where cannabis is legal reported that they’d consumed cannabis through vaporizing. A separate cohort of 53% of respondents reported that they’d vaporized cannabis after work to help control stress. Overall, 51% of respondents said they’d vaporized cannabis in the past year.

●Drink up: 48% of respondents to one poll indicated that they’d had a cannabis-infused beverage in the past month. Respondents overwhelmingly (84%) reported that they’d expect the drink to taste better if made by a producer that was familiar with the cannabis industry, so be aware of that with any co-branding efforts you intend to undertake. Interest in cannabis-infused beverages was also highly varied, with strong showings for soda, juice, fruit punch, tea, and coffee. (Interest varied by age group, but even Baby Boomers showed significant interest in cannabis-infused soda – 50%!) All groups exhibited interest in trying new flavors of cannabis-infused beverages, with the highest interest coming from millennials at 83%.

●It should come as little surprise that edibles remain very popular. 76% of respondents to one poll indicated that they had consumed edibles within the past 12 months.

●Among edible categories, entrees and fast foods solicited the least interest. Millennials, baby boomers, and members of Generations X and Z were polled, and the only category that generated more than 10% of interest was among Gen Z, for entrees. Your funds might be better spent pursuing edibles like chocolates, gummies, and candies.

cannabis purchasing behavior

●Don’t skimp on positioning: Apparently, almost half of consumers would be interested in luxury-positioned cannabis products. 45% considered high-end or luxury positioning to be an important factor in decision-making.

Invest in Market Research for Insights into Cannabis Purchasing Behavior and Interest
As the legal cannabis market expands and the greater market for cannabis continues to grow, the value of targeted studies to better understand cannabis purchasing behavior will become all the more central to success.

Whether your organization is concerned with medical or recreational cannabis sales, data technology and targeted polling continue to shape the industry. Those that know better, perform better, and cannabis consumer research can help you make critical strategic decisions about fund and resource allocation, targeting, and more with confidence.

Take a look at our CANNApinion and GreenTime Polls for more information and get in touch with us at to speak with a representative about how we can help your business thrive in this industry.

Jacqueline Rosales, ISA President, to Present on How Web3 Will Transform the Insights Industry at SampleCon 2022

Jacqueline Rosales, President of Los Angeles-based Insights firm ISA, will be taking the SampleCon main stage once again, this time speaking about the multitude of ways that web3 technologies will revolutionize the insights industry. SampleCon, the only industry event dedicated to market research sampling, will be hosted in Pasadena at the Langham Hotel, May 16-18, 2022. Jacqueline will be speaking on May 17 and sharing her perspective with senior leaders about why the sample industry needs to be embracing the Web3 movement.

“In my 25 plus years in the Insights space, I have always been enthusiastic about being the first to enter emerging markets and seize new opportunities,” said Jacqueline Rosales. “With more Fortune 500 companies diving in to Web3 daily, we need to understand that if the insights industry is unable to adapt to emerging technologies, they will be left behind.”

The May 17 presentation, titled, “We’re Not Early, We’re Late: Why the Sample Industry Needs to Embrace Web3 Today”, is one of Jacqueline’s many recent public appearances centered around the topic of web3. She will be joined on stage by Craig Obligacion Wilson, Unigrid’s “utility knife”, who runs their community, writes their blog and acts as the North American face of the company. Unigrid is a decentralized cloud service building towards revolutionizing the web by sharding the internet. Jacqueline was recently featured on Unigrid’s “The Future of Web3 in Corporate America” panel. She was also featured panelist on the “Exploring Revolutionary Tech” panel at the NewFriendshipTech convention, an invitation-only event that ran parallel to NFT LA in March 2022.

Jacqueline, a serial entrepreneur and sought-after thought leader, spearheaded the web3-focused insights practice at ISA. In March of 2022, ISA announced the official launch of their web3-focused insights division and the addition of two subject matter experts to the team, Garret Hand and Garry Liu. To learn more about the web3 team at ISA visit:

SampleCon was launched in 2013 with a goal of creating an open forum for discussion of topics in the sample industry – becoming the first convention with a sample industry focus. The conference has grown exponentially since its beginning but continues to provide the opportunity for leaders across the sample industry to gather, network, share and debate industry challenges and successes in a collaborative environment. ISA was one of the original founding members of SampleCon.

In addition to Jacqueline, ISA will be represented at SampleCon by Dan Parcon, VP of Sample Services, Jeff Spitzer, Senior Director of Sample Services, and Ruvin Spivak, Assoc. VP, General Counsel – Material. If you are interested in meeting with any of the ISA team members during SampleCon, contact

Cannabis Market Analysis and Strategic Decision Making

Cannabis market analysis

Market analysis is not unique to the cannabis industry. Providers of both nondurable and durable consumer goods benefit greatly from market analysis, everywhere around the world, year in and year out.

Cannabis market analysis, like market research in general, can benefit your business in a variety of ways, some of which can’t be predicted without the insight gathered from the analysis.

That said, here are some of the top ways that market research can provide insight for your business, how your business can benefit, and some key figures we’ve gathered from CANNApinion and the GreenTime Polls over the last few years.

How Cannabis Market Analysis Can Benefit Your Business
Cannabis market analysis can offer so many potential benefits that it’s hard to succinctly categorize them, but here are some chief benefits of investing in market research.

It can help you identify new customers through targeting. Cannabis market analysis can offer insight into segments of the market that are interested in cannabis products but may not be using them or aware of them.

It can help you learn more about your existing customers and maximizing customer lifetime value and loyalty. Ongoing targeting and segmentation based on demographic and geographic factors can influence your product positioning and refine your marketing.

Market research can identify key consumer purchasing behavior or uncover interest in products or categories in which you don’t currently invest or which you don’t offer.

Cannabis market analysis can potentially help you refine your product catalog by doubling down on top sellers while shifting resources away from low performing categories with little interest.

It can also help you gauge the potential behind new businesses decisions, such as the prospect of opening up a new dispensary in a removed location in the United States, launching new product lines, or rolling out new services, such as delivery services. It can also help you determine where the fastest growth is within key market segments.

Cannabis market analysis

Cannabis market analysis can help you refine your branding. For instance, if you believe your brand positioning is aligned with the expectations of single males in your area, of a certain age and income bracket, but you determine that most of your purchases come from elsewhere – well, that is self explanatory.

Market research can also help you keep tabs on the pulse of key players in the competitive landscape, by determining where, if ever, customers are getting their cannabis products or accessories.

Additionally, market research is a cost-effective way to test the waters before making important strategic decisions. It’s helpful to know as much as you can about new products, product lines, services and offerings and how customers might receive them – before you put money into them.

Cannabis Purchasing Behavior Trends to Keep Your Eye On
To the credit of all of the potential benefits for cannabis market research we have offered so far in here, the following are some specific insights we’ve gathered over the past few years through our CANNApinion and GreenTime Polls:

●35% of respondents currently use cannabis delivery services. 30% who had not used one only did not because it was not available in their area.

●Rapid market growth rates associated with cannabis use for recreational purposes are not only promising for dispensary owners. 81%(!) of respondents indicated that they would like to patronize a cannabis bar.

●Cannabis use is not just a personal thing. Many users reported that they would give cannabis products as gifts, with 69% indicating they would prefer to give edibles.

●Staff matters. 63% of respondents indicated that knowledgeable budtenders were a key factor in the experience offered at a dispensary. Also – 68% stated that they had a preferred dispensary, so users can be loyal.

●Does your dispensary currently offer a rewards program? Perhaps it should be: 71% of respondents stated that loyalty and rewards programs were an important factor in choosing a dispensary.

●Lots of your customers probably use cannabis products to relax, right? It’s probably not all of them – 45% of respondents reported use of cannabis for energy or to help stay awake – that’s nearly half.

●Cannabis use is not necessarily income bound: From one poll, 41% of respondents worked in C-level positions.

●Delivery routes are expanding in unexpected ways. Since the outbreak of the COVID-19 pandemic, users reported a 44% increase in topical cannabis products, and 76% of respondents to another poll stated that they had consumed a cannabis-infused beverage within the last 12 months.

Get the Most from Cannabis Market Analysis
Whether or not the figures above apply to your specific niche is not at the heart of the issue: they could be. The only way to glean specific market reports is by investing in purpose-driven cannabis market analysis.

Take a look at our CANNApinion Poll and the GreenTime Poll to learn more about how we administer them and then get in touch with us at 818-989-1044 or at to invest in market research to furnish your organization with the cannabis consumer insights it needs to thrive.