Edibles Archives - Green Market Report

Debra BorchardtDebra BorchardtOctober 10, 2018


The typical cannabis consumer has been portrayed as mostly male and scruffy. Think Shaggy from Scooby Doo, Cheech & Chong or even James Franco’s Saul Silver in Pineapple Express. The only suburban mom ever shown as smoking marijuana was probably Mary Louise Parker’s Nancy Botwin in the HBO show Weeds.

As more data is compiled on cannabis consumers, the demographic profiles are proving to be pretty surprising. Brightfield Group pulled data from a survey combined with the social listening of over 6,000 individuals and growing (located in California, Colorado, Washington, Oregon, Nevada, and Canada). Its portal gives users the ability to drill up and down consumers’ core with a magnifying glass and the results are revealing.

“Our personas were developed using a mixed-method approach of machine learning and cluster analysis supported by content and qualitative expertise applied with scrutiny,” said Director of Research Bethany Gomez. “A taste of our cannabis consumers include Boomerangs (Baby Boomers who are returning to cannabis in their later years), Divorced Dads, Microdosing Mamas, and the Liberal Elite.”

Divorced Dads

As the name implies, Divorced Dads are divorced men with children. These guys are overwhelmingly white (97%), and nearly half are between the ages of 57 and 79 (47%). The second largest group of Divorce Dads is the 46 to 55 age group with 25%. Approximately 15.69% of Divorced Dads are between the ages of 36 and 40.

Roughly 41% of Divorced Dads are daily cannabis users. Another 33.3% use cannabis 2-4 days per week. 37.25% of Divorced Dads have used cannabis consistently, another 33.3% have used cannabis on and off.

More than three-quarters of Divorced Dads spend less than $150 a month on cannabis (78.45%). Approximately 17.65% of Divorced Dads spend between $151-$250, and only 3.92% more than $250 a month. Regarding product spend, roughly 62% spend less the $30. 19.61% spend between $31-$50. Only around 17% of Divorced Dads spend more than $50.

Approximately 74.47% of Divorced Dads use cannabis to relax at home. Aside from relaxing at home, the most popular activities for Divorced Dads to use cannabis is home duties (48.94%), outdoor activities (44.68%), concerts or music (38.3%), and with friends at home (36.17%). They are also not very brand loyal.

Roughly 43.14% of Divorced Dads suffer from chronic pain. Another 37.25% suffer from anxiety and/or insomnia, with another 21.57% suffering from depression. Sounds like these sad dads need some cannabis.

Microdosing Mamas

Microdosing Mamas are mothers with children at home, who regularly use cannabis in doses of less than 100 mg. Many companies like Satori are now making edibles products with dosages that drop to as little as 1 mg of THC or Mr. Moxie’s Mints with only 5 mg of THC. Petra Mints by Kiva Confections are sold with only 2.5 mg THC and these are just a small sample of the types of microdosing products available.

Approximately 28.46% of Microdosing Mamas have used cannabis consistently, while another 27.08% have used cannabis on and off throughout their life. Another 19.37% are returning users that are medical patients, while another 7.31% are returning users that are recreational users. Roughly 9.29% of Microdosing Mamas are new medical users, and another 7.91% are new recreational users.

These are young mamas. Age wise, nearly half are between the ages of 21 and 35 (49.22%). 25.88% are between the ages of 36 and 45; another 23.9% are between 46 and 79. Regarding usage rates, 35.77% of Microdosing Mamas are daily users, while roughly 21.54% only use cannabis a few times a year. Mother’s little helpers.

Most Microdosing Mamas prefer to use cannabis while relaxing at home (74.25%), followed by home duties (63.81%), outdoor activities (51.51%), before or after a workout (48.72%), with friends at home (44.78%), and during a meal (43.85%). On average, 46.83% of Microdosing Mamas spend $50 or less a month on cannabis.

Approximately 21.54% spend between $51-$100 a month on cannabis. Nearly a quarter (24.51%) spend between $101-$250 a month. In terms of product spend, 88.74% spend $50 or less, and 11.26% spend more than $50.

Microdosing Mamas often suffer from a combination of medical conditions. The most common of these conditions are anxiety (61.46%), depression (43.87%), and chronic pain (39.33%). Although they use cannabis in lower dosages, Microdosing Mamas spend more money per month on cannabis than any of the other previously discussed groups.

Unlike the sad dads, Microdosing Mamas display indications of being confident and joyful. They also tend to be loyal shoppers.

Debra BorchardtDebra BorchardtJuly 23, 2018


A new report from High Yield Insights has determined that women are the biggest fans of cannabis edible products. The Chicago-based research firm studied the cannabis consumers in the legal status and found that when it came to edibles, consumers “more likely to be lighter users (using one time or less per month), newer to using (less than 5 years), female, college educated and high-income

The report also learned that while many users often try their first edible in a recreational setting, many medical patients al prefer this category of consumption. The study noted that 41% of the people that responded increased their edible consumption after cannabis became legal.

“To anticipate the cannabis market’s direction, companies need to understand the customer’s mindset and purchase journey. We’re finding many customers are receptive yet ill-informed or hesitant due to unsatisfactory first experiences,” said Mike Luce, co-founder of High Yield Insights. “Customer journeys may be well-worn paths in traditional consumer packaged goods but are relatively new in cannabis. By understanding how consumers make decisions, manufacturers are better able to identify ways to improve the purchase experience and, ideally, enhance their product lines.”

It’s no surprise then that the number one best selling edible product in Colorado is a gummy from a woman-owned company called Wana Brands. According to a March 2018 report from BDS Analytics, Wana recently beat other Colorado cannabis companies to become the state’s No. 1 overall cannabis brand, selling more units and dollars than any other company.

“At Wana Brands, our focus has always been on making top-quality cannabis-infused edibles that meet our customers’ needs. They can trust Wana to deliver the most flavorful and consistently effective products, and this has helped propel us as the leading Colorado cannabis brand,” said Nancy Whiteman, Founder & CEO of Wana Brands. “Every day, consumers are learning more about the benefits of CBD and are seeking out this cannabinoid, and we’ve answered the call with a new take on our popular sour gummies featuring the citrusy Yuzu.”

Edible Bans

Still, edibles have recently come under fire as some states have begun to ban such products. The California Department of Public Health’s Food and Drug Branch changed its FAQs last week and banned the use of CBD products derived from hemp. The department claims that since the Food and Drug Administration (FDA) has not approved hemp derived CBD as a safe ingredient in food, then it should not be allowed.

Just a couple of weeks ago, the Arizona Court of Appeals ruled that medical cannabis extracts called hashish did not fall under the Arizona Medical Marijuana Act and could no longer be sold in dispensaries. The ruling though could be applied to edible products made with cannabis oil which is also an extract.  The ruling is causing a great deal of confusion and it is expected to be asked to be repealed. Many edible makers in Arizona have vowed to continue producing their products.

In the meantime, brands are finding that if women are their biggest customers, then it will make sense to market their products towards them. Hopefully, that doesn’t mean pink packaging and curly script fonts.

William SumnerWilliam SumnerFebruary 1, 2018


Cannabis icon and country music legend Willie Nelson is once again making waves in the cannabis industry. On Jan. 31, 2018, GCH Inc., a Colorado-based firm founded by Willie Nelson and parent company of Nelson’s premium cannabis brand Willie’s Reserve, announced that it had raised $12 million to fund its state-by-state expansion.

As cannabis legalization spreads throughout the United States, Nelson is just one of a handful of celebrities hoping to cash in on the legal cannabis industry. In recent years, other musicians such as Snoop Dogg and Julian Marley have launched their own cannabis brand, as well as television star such as Whoopie Goldberg, who launched the female-centric cannabis brand Whoopie & Maya.

Led by Tuatara Capital, a sector-focused alternative investment manager, the latest funding brings GCH’s total funding to $29.5 million. Currently, GCH is in the middle of its Series B financing, which is expected to raise approximately $40 million by closing. GCH hopes to use the funds to finance investments for new market expansion and to grow the brand’s portfolio through increasing product selection

Currently being distributed in states of Colorado, Washington, Nevada and Oregon, Willie’s Reserve hopes to expand into the California market by Spring 2018.

“We’re on the right side of history,” Nelson said in a statement. “People have spoken with their votes and their dollars. Now that we’ve proven regulating and taxing is good for individuals and business and states, it’s pretty clear that pot is good for America.”

In addition to the new funding, the company also announced the launch of Willie’s Reserve Sungrown Line, which features crafted cannabis raised outdoors throughout Colorado and Washington, and an expansion to the Annie’s Edibles’ product line of Willie’s Reserve.

New products in the Sungrown line will include packaged flower and ready rolls, in a variety of terpene-rich strains. Annie’s Edibles product expansion will feature four new flavors for its chocolate confectionery collection; including Maui Espresso Bean, Roasted Cacao Nibs, Dark Chocolate, and Chocolate Almond. The Sungrown line and Annie’s Edibles expansion are expected to launch in February 2018.

StaffStaffOctober 18, 2017

California-based edibles company Plus snagged two million dollars in a Series A financing led by The Green Opportunity Funds. The Series A Preferred Stock will be used to develop an automated production line and general corporate purposes. Matt Schmidt of The Green Opportunity Funds will join the board of directors.
“We are at an inflection point in the cannabis industry in California as recreational sales are set to begin next year,” says Matt Schmidt, President of TGOF Corp. “New consumers are starting to enter the market, and Plus has already demonstrated they have the right product portfolio to cater to these new entrants. I’m thrilled to join the board as Plus continues to grow rapidly.”
Plus is the manufacturer of a cannabis-infused product that launched in 2016 with its first product, Plus Gum and has since expanded its portfolio to include Plus Gummies. The company’s a focus is on providing healthy, tested and consistent cannabis experiences. Since its founding in 2015, Plus has advocated the application of cannabinoids for medical treatment to increase the quality of life for medical patients within California.
“Since launching Plus Gummies this spring, we have been overwhelmed with requests to continue to broaden our product line,” says Jake Heimark, CEO and co-founder “We’re excited to explore new opportunities with the same emphasis on innovation, consistency and testing that we have applied to Plus Gum and Plus Gummies.”
The company initially tested its products in Denver but then moved the company to California where the products are sold throughout the state. There is one review on Leafly that says, “Unlike the tropical, this gum has a good flavor and is fast acting. I’ve enjoyed many 4 hour buzzes and this is the gum to have.”
“Our patent-pending production process reduces the taste and smell of cannabis in our products,” says Justin Gwin, Chief Research Officer. “Our team is thrilled at the opportunity to continue to develop techniques and products that improve how consumers experience cannabis.” 

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