In the ever-evolving landscape of the cannabis industry, understanding the diverse range of consumers is crucial for developing effective marketing strategies. The cannabis market is not a monolith, and different consumer personas emerge with unique preferences, motivations, and buying behaviors.
In this comprehensive blog post, we'll delve into the five cannabis consumer personas that marketers need to know to craft targeted and successful marketing strategies.
Cannabis Marketing Stats to Know
- Millennials are major consumers of cannabis—in fact, 39% of millennial users report consuming cannabis multiple times a day. And most millennials tend to use marijuana socially, with 62% reporting that they consider themselves “primarily or only recreational” users. - Women represent one of the largest untapped cannabis audience segments—and their consumption is booming. In fact, 37% of US women report consuming cannabis, and 28% say they use it at least once a month. Even more, from early 2020 to late 2021, cannabis sales to women increased by 55%. Some of the most common reasons women report using cannabis include to reduce anxiety, to help with sleep, and to relieve pain. - 60% of cannabis consumers consider THC potency the leading factor when purchasing cannabis.
-As Gallup has previously reported, current use is highest among adults aged 18 to 34. At 29%, this group is more than three times as likely as adults aged 55 and older (9%) to report using marijuana.
5 Cannabis Consumer Personas Shaping Cannabis Marketing Strategies
I. The Wellness Enthusiast:
Definition: The Wellness Enthusiast is a health-conscious consumer seeking cannabis products for holistic well-being. They prioritize products with high CBD content, seeking relief from stress, anxiety, and chronic pain without the psychoactive effects of THC.
Values natural and organic products.
Prefers non-intoxicating options.
Seeks information on the therapeutic benefits of cannabis.
Highlight CBD-dominant products.
Emphasize health benefits and natural origins.
Utilize educational content to inform about medicinal properties.
Highlight sustainability, organics and clean growing practices.
II. The Recreational Explorer:
Definition: The Recreational Explorer is the consumer who embraces cannabis for leisure and social experiences. They are interested in a wide variety of products, from traditional flower to edibles and concentrates, seeking diverse and enjoyable experiences.
Characteristics:
Values experimentation and variety.
Enjoys trying new consumption methods.
Influenced by social trends and peer recommendations.
Marketing Strategies:
Showcase a diverse product range.
Leverage social media for lifestyle marketing.
Create engaging and shareable content for a social influence effect.
III. The Cannabis Connoisseur:
Definition: The Cannabis Connoisseur is an informed and discerning consumer with a deep appreciation for the intricacies of cannabis. They prioritize quality, flavor, and unique strains, often seeking rare or artisanal products.
Characteristics:
Knowledgeable about strains, terpenes, and growing methods.
Values premium and craft products.
Seeks a personalized and curated experience.
Marketing Strategies:
Emphasize quality and craftsmanship.
Provide detailed strain information.
Offer limited edition or exclusive products.
IV. The Budget-Conscious Shopper:
Definition: The Budget-Conscious Shopper is a consumer who prioritizes affordability without compromising quality. They seek value-driven options and are likely to explore cost-effective products like pre-rolls, budget-friendly strains, and discounts.
Characteristics:
Seeks competitive pricing and discounts.
Values cost-effective options.
May be new to cannabis and looking for entry-level products.
Marketing Strategies:
Highlight value bundles and promotions.
Emphasize cost savings and discounts.
Offer educational content for beginners.
V. The Medical Patient:
Definition: The Medical Patient is a consumer who relies on cannabis for managing specific health conditions. They often have a medical prescription and seek reliable and consistent products to address their unique health needs.
Characteristics:
Requires specific cannabinoid ratios for medical efficacy.
Seeks consistency in product quality.
Values transparency and lab testing.
Seeks clean, natural and organic products.
Highlight product reliability and consistency.
Provide detailed product information and lab results.
Collaborate with healthcare professionals for credibility.
In the dynamic world of cannabis marketing, understanding these five consumer personas is essential for crafting targeted and effective strategies. By tailoring approaches to the unique needs and preferences of each persona, marketers can create a more meaningful connection with their audience, fostering brand loyalty and driving success in the burgeoning cannabis industry.
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