Laserfiche WebLink
<br />2.1. Defining the Target Consumer: Gen Z and Millennials as Functional <br />Users <br /> <br />Gen Z (currently ages 21–27, born 1997–2012) represents the fastest-growing cohort in legal <br />cannabis sales, integrating cannabis into their lives as a normalized cultural element.3 They <br />have come of age in a world where legal dispensaries and CBD products are commonplace, <br />fostering an inherent acceptance of the plant.10 For many in this age bracket, cannabis is <br />viewed as a safer, cleaner, and more manageable substitute for alcohol; a 2024 survey <br />showed that among 18–24-year-olds, 69% prefer cannabis over alcohol.3 <br />Millennials (currently ages 28–36 within the target range, and up to 43 overall) dominate <br />established, convenient consumption segments. They account for 45% of the $3 billion <br />pre-roll market, a category whose sales revenue has increased by over 450% in the last five <br />years.5 This dominance highlights their role as consumers who prioritize speed and simplicity. <br />Millennials are positioned in the "sweet spot" where they typically possess greater disposable <br />income and more freedom than younger consumers, coupled with having grown up with <br />cannabis normalization, leading to reshaping consumer spending trends across the industry.5 <br /> <br />2.2. Product Format Preferences and the Shift from Traditional Flower <br /> <br />The 21–36 cohort's purchasing behavior is heavily weighted toward modern, packaged <br />formats that prioritize discretion, portability, and predictable effects. <br />● Vapor Pens: This format is highly preferred across the cohort, with Gen Z showing a 20% <br />preference rate and Millennials at 21%.2 Vapor Pens align with the desires of <br />"convenience seekers" and reflect a sleek, technology-forward appearance.4 Their <br />popularity is linked to the broader cultural acceptance of vaping as a consumption <br />method. <br />● Pre-Rolls: The leading position of Millennials in pre-roll consumption 5 underscores the <br />demand for a contained, easy, and shareable consumption method. This format removes <br />the preparation ritual associated with flower, catering to consumers who value efficiency. <br />● Edibles & Beverages: Both Gen Z and Millennials seek out edibles, particularly those <br />that "actually taste good" and low-dose beverages that avoid mimicking "frat house <br />energy drinks".3 This preference is fundamentally driven by the desire for control and <br />clarity, favoring microdosing over chasing the highest possible THC content.3 <br />● Flower Preference: Traditional Flower, while still a prominent category across all <br />Page 195 of 322