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Relative to current cannabis consumers, potential consumers are older; nearly one quarter (24%) of <br />potential consumers are age 65 or older, compared to only 11%. Potential consumers are more likely <br />to be women; 51% of potential consumers are women, while 45% of current consumers are women. <br />Potential consumers are also more likely than current consumers to live in suburban areas (54% vs. <br />46%). <br />18-24 25-34 35-44 45-54 55-64 65+ <br />11% <br />16%19%16%15% <br />24% <br />10% <br />23%23% <br />18%15% <br />11% <br />Bringing new consumers to the <br />regulated market <br />New cannabis consumers living in adult-use <br />states should be easily reached and served by <br />the regulated market. Friends or family may be <br />a source of cannabis for first-time or very <br />infrequent new consumers, but over time, <br />lessening stigma around cannabis and the desire <br />for safe products of known dosage and quality <br />will favor retail as a regular source. <br />So who are these potential consumers? <br />“Potential Consumers” are defined as individuals <br />who have never used cannabis but are open to <br />trying it in the future. In New Frontier Data’s <br />2023 survey, 15% of the adult general population <br />of the U.S. were potential consumers. In this <br />section we examine potential consumers in adult- <br />use states—those who have legal access to <br />cannabis whenever they should they decide to <br />use it. In adult-use states, potential consumers <br />account for 13% of the adult population. <br />CANNABIS CONSUMERS IN AMERICA 2023: PART 38 © New Frontier Data, All Rights Reserved. <br />Who are potential new consumers in adult <br />use markets? <br />Age <br />Potential consumers <br />Current consumers <br />Page 259 of 322