The cannabis industry is evolving, and so are its consumers. With legalization expanding and new demographics entering the market, understanding customer preferences and behaviors is crucial for cannabis brands looking to stay ahead.

By leveraging consumer data, dispensaries and cannabis companies can refine marketing strategies, optimize product offerings, and enhance customer experiences. Let’s explore key insights from cannabis consumer data and how businesses can use this information to drive growth.

1. Who is the Modern Cannabis Consumer?

Gone are the days when cannabis was associated with a single type of user. Today’s cannabis consumers come from diverse backgrounds and have different motivations for using cannabis.

Key Consumer Demographics

• Gen Z & Millennials (Ages 21-40) – The largest growing segment, interested in wellness, edibles, and alternative consumption methods.
• Gen X & Baby Boomers (Ages 41-70) – More likely to use cannabis for medical or relaxation purposes, preferring tinctures, topicals, and CBD-rich products.
• Women Consumers – A rapidly growing demographic, often focused on cannabis for wellness, pain relief, and anxiety management.
• Health-Conscious Buyers – Consumers seeking organic, pesticide-free, or sustainably grown cannabis.

Example: Brands that highlight health and wellness benefits tend to attract female consumers and older demographics looking for natural alternatives to pharmaceuticals.

2. What Are Customers Looking For?

Understanding why people consume cannabis helps businesses align products with customer needs.

Top Reasons for Cannabis Use (According to Consumer Data)

✔ Relaxation & Stress Relief – A significant percentage of consumers use cannabis to unwind.
✔ Sleep Aid – THC and CBD products targeting sleep disorders are increasing in popularity.
✔ Pain Management – Medical cannabis patients prioritize products that help with chronic pain, arthritis, and migraines.
✔ Recreational & Social Use – Many buyers look for cannabis to enhance social experiences.
✔ Creativity & Productivity – Microdosing and low-THC options appeal to professionals and artists.

Example: A dispensary that organizes products by effects (“Relax,” “Focus,” “Relief”) instead of strain names can help customers make quicker and more informed decisions.

3. Preferred Cannabis Products & Consumption Methods

Consumer preferences for product types and consumption methods are shifting.

Trending Cannabis Products in 2024

🔹 Edibles – Gummies, chocolates, and infused beverages are gaining traction as alternatives to smoking.
🔹 Vape Cartridges & Concentrates – Preferred by younger consumers for convenience and discretion.
🔹 Pre-Rolls – Traditional but still popular among social users.
🔹 Topicals & Tinctures – Growing demand among health-conscious consumers, especially for pain relief.
🔹 Low-THC & CBD Products – Popular among first-time users and wellness-focused buyers.

Example: A dispensary that highlights low-THC and microdosing options can attract new cannabis users who are hesitant about strong psychoactive effects.

4. Price Sensitivity & Spending Habits

Understanding how much consumers are willing to spend can help businesses set pricing strategies.

Insights on Cannabis Spending

💰 Budget Buyers – Prefer value brands, daily deals, and bulk discounts.
💎 Premium Buyers – Seek high-end, organic, or craft-grown cannabis and are willing to pay extra for quality.
🔄 Loyalty Program Users – Customers who engage in rewards programs tend to spend 20-30% more per visit than non-members.
🛍 Online vs. In-Store Shoppers – Many consumers browse online before purchasing in-store, making digital marketing crucial.

Example: Implementing a tiered loyalty program (e.g., Bronze, Silver, Gold) can encourage repeat business and higher spending.

5. How Consumers Shop for Cannabis

Where and how people buy cannabis is changing, and businesses need to adapt to these trends.

Key Consumer Shopping Behaviors

📌 Online Research Before Buying – Consumers read product descriptions, reviews, and terpene profiles before making in-store purchases.
📌 Mobile-Friendly E-Commerce – A majority of online orders come from mobile devices, making responsive websites essential.
📌 In-Store Experience Matters – Customers value knowledgeable budtenders, product recommendations, and a smooth checkout process.
📌 Delivery & Pickup Services Are Growing – Convenience is becoming a deciding factor in where consumers shop.

Example: A dispensary that integrates live chat on its website can provide personalized recommendations and boost online sales.

6. Brand Loyalty & Customer Retention

Consumers are more likely to return to brands they trust.

Ways to Build Cannabis Brand Loyalty

🌟 Education-Driven Marketing – Providing cannabis knowledge builds credibility and trust.
🌟 Consistent Product Quality – Customers stick with brands that deliver consistent potency and effects.
🌟 Loyalty Rewards & Discounts – Discounts on future purchases encourage repeat visits.
🌟 Community Engagement – Brands involved in social equity or sustainability initiatives resonate with conscious consumers.

Example: Dispensaries that create personalized product recommendations based on purchase history see increased customer retention.

7. Marketing Strategies Based on Consumer Data

Data-driven marketing is essential for reaching the right audience.

Effective Cannabis Marketing Tactics

✔ Email & SMS Campaigns – Targeted promotions based on past purchases.
✔ SEO & Content Marketing – Blog posts, strain guides, and educational videos help attract organic traffic.
✔ Influencer Partnerships – Cannabis-friendly influencers can help build brand awareness.
✔ Geo-Targeting Ads – Location-based promotions increase foot traffic.

Example: A dispensary using AI-powered customer insights can send tailored product suggestions via text or email, leading to higher engagement and sales.

Final Thoughts: Using Data to Improve Customer Experience

Understanding cannabis consumer trends isn’t just about increasing sales—it’s about creating better experiences, improving customer satisfaction, and building brand loyalty. Businesses that analyze customer data and adapt their strategies will stay ahead in this rapidly evolving market.

📌 Want to optimize your cannabis marketing strategy? Explore MKC Cannabis’s Brand Guide for expert insights, or check out our portfolio to see how we help cannabis businesses grow.