| Dec 1, 2020

Blazing a Trail: The Impact of Recreational Marijuana Across Categories


Recreational marijuana is currently legal in eleven states – and four more approved legalization during the 2020 election.

In this New Frontier report, we analyzed the behavior of over 2k shoppers across states where recreational marijuana use is currently legal and newly legal to help brands and retailers quantify the impact of recreational marijuana on key categories, understand how to target recreational user segments, and refresh their cannabis strategies to engage new consumers.

Download the New Frontier report for the full analysis. Key takeaways include:

  • Per a Numerator Survey of verified recreational marijuana users, Alcohol and CBD are the two categories with the greatest opportunity in the four newly legal states: Arizona, Montana, South Dakota, and New Jersey.
  • Recreational users that consume complementary categories in states where recreational use is currently legal actually spend and consume more overall, so retaining those consumers is key to driving growth.
  • The recreational marijuana user looks fairly different based on age – and each cohort presents some different opportunities across categories.
  • COVID and legalization are increasing Millennials’ consumption of snacks, creating an opportunity to capture shoppers and trips.

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