Smokers vs. Non-smokers: Who pays more?

Non-smoked products like edibles and beverages are becoming increasingly attractive to consumers who want the benefits of cannabis without the odor. Once the only way to consume cannabis (save for the unpredictable and often yucky-tasting brownies on the counter at a party), smoking is no longer the first choice for many. Is the departure away from joints and bongs more common among a certain type of consumer? And how do those who choose non-smoked products exclusively compare to their flower-smoking counterparts when it comes to use patterns, intentions and product acquisition? The answers just may impact your next marketing campaign.

New Frontier Data dove deep into our consumer survey to find the answers. We compared consumers who say they exclusively smoke, those who use only non-smoked products and those who use an even number of both. We found three very different consumer groups with variances by gender, age, frequency of consumption, source and spend on products. We also found that, regardless of product choice, most consumers’ patterns of use are stable, and that cannabis is bringing them benefit regardless of their penchant for bongs or gummies.

More than just individual observations, this data tells a story. Those who exclusively smoke are the most likely to use cannabis multiple times per day. They are also the most likely to obtain that cannabis from a dealer or family/friends. And they report paying the least for cannabis of the three groups. Part 3 of our Cannabis Consumer Report series which looked at characteristics of those who use the gray market, found that these consumers use large amounts of flower and may be using informal sources to avoid taxation in the regulated market. This is mirrored in the research brief. For brands and retailers, messaging to frequent flower consumers about the benefits of using the regulated market and pricing products competitively may draw these consumers away from the use of informal sources.

There are more insights into these three groups in the latest research brief from New Frontier Data. You can download the brief for FREE here.