• Participants were demographically aligned to the U.S. Census, including cannabis consumers from adult-use legal, medical-legal, CBD-only, or illicit markets.
  • Results reflected the rising popularity of cannabis: For example, 84% believe that cannabis has medical value, while 82% believe that it should be fully legalized.
  • Findings suggest the potential for cannabis’ impact for displacement within existing markets (e.g., 46% of consumers prefer cannabis to alcohol, with 74% believing it safer than alcohol; 73% of medical patients used it as a substitute for other medications, with 94% reporting improvement of their conditions).
  • Quantifying and qualifying medical and adult-use consumers’ habits and preferences offers a rich framework for policymakers, investors, and marketers to identify and understand market dynamics across sectors.