Cannabis Consumer Archives - Green Market Report

Cynthia SalarizadehCynthia SalarizadehOctober 12, 2017
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7min79311

For anyone who truly understands the art of influence, they understand that the most effective form of communication for any brand, idea or movement is grassroots based and best achieved through basic word of mouth, and ideally in person. That is the secret sauce to influential bodies for anything I can think of.  This is also what defines our nation’s capitol, Washington D.C. This is the heart of where our federal government resides and therefore where cannabis requires the most influence and lobbying effort on a federal level.

In our fourth study for the Green Economics series, analyzed in collaboration with our partner data provider Consumer Research Around Cannabis, we took a look at the consumer profile and opinions of those who live and operate in the D.C. Market. We dove into what the patterns and data provided on their opinions and behavior. What we found was a little more than interesting indeed.

The data that was collected used a sample size of 1,368 survey respondents within the D.C. Market that representing an estimated 5,187,362 adults and includes adjacent portions of Virginia, Maryland, and West Virginia along with the District of Columbia. Of that group 8.0% of the market responded that they had purchased cannabis from a legal retailer/dispensary.

In response to what the numbers revealed for this market, Jeffrey Stein of Consumer Research Around Cannabis stated that, “I think it’s clear that the data debunks many of the negative connotations attached to cannabis use – whether for medicinal or recreational use.  They are well educated, have good jobs and are financially sound.  Cannabis consumer data like this should be a wake-up call to government officials and companies that have thus far ignored this growing consumer group.”

The legal cannabis consumer was 30% more likely to be employed full-time versus the average adult in the D.C. market. As far as the occupations for this consumer, we found that almost 32.3% are considered professional, 55.3 % are labeled “white collar” while only 7.5% were considered “blue collar”, 30.5% own businesses, are a partner in a business or are at the level of corporate officer. These are occupations that are far from what the old stereotype of a “stoner” was thought to be doing with their careers.

In regard to political affiliation, 48% of the D.C. market cannabis consumer consider themselves as Independents, which is 16% higher than the local DC market average.  They are less likely than average to have voted Democrat last time around (77 index, 23% less likely vs. the average DC market adult).  They are also slightly less likely to consider themselves liberals than the average (96 index, 4% less likely vs. the average DC market adult).

When looking at the income of cannabis consumers in the D.C. Market, we see that almost 76% of them make a household over $50,000 a year or more, with 37% saying they are making over $100,000. As far as education, the numbers were impressive. 68.3% have at least an undergraduate degree or more with 36.3% have advanced degrees, which is 47% higher than the market average for D.C.

What we found extremely interesting in this study, was that that 38% are more likely to have a government job than the average person. Of that amount of government employees, 64% approve of either legalized adult use or medical only regulation, with 11% disapproving of legalization of both. Almost 25% are of no opinion on the issue.

“Considering Washington DC is where our federal legislation is created, results that indicate a significant number of government employees favoring the legality of its consumption as well as consuming it themselves, is clear indication that prohibition is outdated,” said Stein.

Government employees represent 17.9% of cannabis consumers who use cannabis for relaxation when alone, 20.5% purchase cannabis to enhance their experiences on their free time and with friends, and 18.1% buy cannabis to use it for its ability to suppress depression and anxiety.

Of the people who visited a cannabis retailer or dispensary 3 or more times a month. 34.1% were government employees. This same group represented 31.2% of customers who visited 3 or more times a week. 37.3% spending between $100-299 on flower and 50% spending $300 or more on concentrates are government employees.

So, we can conclude that a large segment of the D.C market cannabis consumer is smart, comfortably employed, educated, a government employee or professional, and loves their concentrates! Let’s hope this sophisticated group can help influence on federal policy toward cannabis prohibition in a positive way. They are arguably positioned best to help influence advance the industry with better legislation best.


Cynthia SalarizadehCynthia SalarizadehOctober 4, 2017
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5min58701

Coca Cola takes first place over Pepsi and Dr. Pepper as the most preferred soda brand among cannabis consumers.

In a study conducted by Consumer Research Around Cannabis and Green Market Report for the Cannabis Freakonomics series, over the last 7 days and throughout 25 Markets with a sample size of 27,503 responses, over 32% of cannabis consumers chose Coca Cola over any other brand. Pepsi came in at 23.8%, Dr. Pepper held 13%, Mountain was the favorite at 12% and Sprite had 11%.

“Coca-Cola is perhaps the most well-known brand in the world and they have tremendous distribution.  Of course regional tastes, ethnicity and cannabis legality state by state are also factors to consider.  As beverage companies add cannabis consumer research to their arsenal for branding and marketing, Coke may not always be #1.  Its not too different from what we saw with McDonald’s and fast food,” said VP of Sales for Consumer Research Around Cannabis Jeff Stein.

“Coke is the clear winner over Pepsi with cannabis consumers. That may be because it is the soda sold at McDonald’s, which we found out last week is their overwhelming choice for fast food,” said Green Market Report CEO Debra Borchardt. “The choice of Red Bull over diet drinks may be because of the company’s sport sponsorships. Red Bull backs athletes from sports like BMX racing, snowboarding, surfing and skateboarding. Many of these sports are less formal than traditional sports and some of the athletes are open about their cannabis consumption.”

This could all be good news for struggling soda revenues as the build their non-soda brands and bring healthier beverages to people around the globe.

Throughout the press these days, soda brands such as the ones cannabis consumers surveyed were asked to stake their preference in continue to try and move toward being understood as companies that include more than just soda, which is largely agreed to be a far less healthy option for beverage consumption compared to water or organic juices.

Soda sales continue to fall throughout the United States, and Coca-Cola (NYSE:KO) is actively pursuing a perception that indeed positions them as more than just a soft drink company. Coke now wants to be known as a “total beverage company”. They now offer non-soda brands that include Odwalla juice, Smartwater and Honest Tea, however most of their revenue still comes from soda.

Pepsi (PEP, +0.14%) just claimed that their North American business took a hit and lost market share in its most recent quarter because the company began to focus marketing efforts away from their key soda brands of Pepsi and Mountain Dew and moved them toward the healthier option of its LIFEWTR. This proved to be a decision that hurt initially.

These changes will continue to hurt in the beginning as the market calibrates. But, water should also not cost more than soda. These brands will have to push forward as people require something healthier and accept that it will take time to adjust.

“Consumers are looking for products that are more natural,” explained the new Coca Cola CEO, James Quincey, “At times with less sugar. Sometimes with more benefits.”

Coke hopes to reduce sugar in more than 500 of its drink by the end of 2017. “We’ve begun our journey toward that goal,” Quincey said.

In the meantime, cannabis consumers have reviewed the available soft drink brands and Coca Cola wins.



About Us

The Green Market Report focuses on the financial news of the rapidly growing cannabis industry. Our target approach filters out the daily noise and does a deep dive into the financial, business and economic side of the cannabis industry. Our team is cultivating the industry’s critical news into one source and providing open source insights and data analysis


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