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CANNABIS CONSUMERS IN AMERICA 2023: PART 138 © New Frontier Data, All Rights Reserved. <br />As legalization of cannabis expands, <br />acceptance and use continue to grow <br />among Americans. With 42% of U.S. <br />adults having used cannabis and likely to use <br />it again, and 15% expressing interest in trying <br />it in the future, the industry can expect a <br />steady increase in consumer base. As the <br />number of adults who have not tried cannabis <br />and do not intend to decreases, this trend <br />signifies growing receptiveness and potential <br />opportunities for market expansion. <br />The cannabis consumer demographic <br />is diverse, with users spread across age <br />groups, genders, economic brackets, <br />and political affiliations. Instead of trying <br />to speak to the whole range of consumer <br />identities at once, brands and retailers <br />should identify a specific target consumer <br />type and cater to their specialized needs. <br />Cannabis prohibition does not materially <br />affect the frequency with which <br />consumers use cannabis. Use frequency <br />patterns among consumers vary by widely <br />by age and somewhat by gender, but not by <br />the cannabis laws of consumer’s home state. <br />Use frequency distribution across adult-use, <br />medical only, and illicit states is constant. <br />Regulators, legislators, and policymakers <br />should not expect to be able to affect the <br />frequency with which consumers use cannabis. <br />Key Takeaways <br />The cannabis consumer <br />demographic is diverse... <br />brands and retailers should <br />identify a specific target <br />consumer type and cater to <br />their specialized needs. <br />Page 244 of 322