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Acquisition & Spending: <br />Unregistered medical consumers acquire <br />cannabis more frequently than <br />unregistered recreational consumers (72% <br />and 66% respectively acquire at least <br />monthly). Unregistered medical consumers <br />also spend slightly more per purchase on <br />average (50% of unregistered medical <br />consumers spend $50 or more per <br />purchase, compared to 45% or <br />unregistered recreational consumers). <br />In addition to retail and the industry <br />benefitting, most unregistered medical <br />consumers would also benefit from having <br />access to retail cannabis, which compared <br />to other in-state source options (friends <br />and dealers) offers wider product options, <br />safer products, and more accurate dosage <br />information—all especially important <br />considerations for manufactured products <br />and medical-purpose use. <br />The same principles apply here as in the previous <br />section about converting gray market consumers <br />in adult-use states, particularly: <br />• Retail pricing must be competitive with the <br />gray market. <br />• Retail channels must be in accessible locations/ <br />cover underserved areas. <br />• Retailers must offer a variety of product <br />forms, and options within each product <br />category. <br />When comparing self-described medical <br />consumers who are registered patients in medical- <br />only markets versus those who are not registered, <br />the unregistered consumers have lower incomes <br />on average and are more likely to live outside of <br />urban areas than the registered patients. <br />Among all unregistered consumers in medical-only <br />markets, those who consider themselves medical <br />consumers are more likely to use nonflower <br />products than those who think of themselves as <br />recreational consumers. To meet their medical <br />needs and make it worth the trouble of going <br />through the registration process, they would need <br />access to a variety of product forms (especially <br />edibles, topicals, vapes, and tinctures) in addition <br />to flower. <br />COMPARING ARCHETYPES 27© New Frontier Data, All Rights Reserved. <br />Reaching unregistered <br />medical consumers <br />Page 278 of 322