CALIFORNIA: Eaze, a cannabis marketplace, has released its fourth annual Eaze Insights: 2018 State of Cannabis data report, a comprehensive overview of consumer trends driving the cannabis industry year over year. The report draws insights from the consumer behavior of more than 450,000 Eaze consumers and over 4,000 survey respondents across the state of California.
This latest report in the Eaze Insights series reveals that the cannabis customer base is growing and diversifying, demonstrating a rise in popularity across all adult groups, regardless of gender or age. Consumers are also turning to cannabis to curb unhealthy habits. A majority of participants surveyed stated cannabis as a reason for reducing their alcohol and tobacco consumption, and cannabis reduced or eliminated participants’ need for over-the-counter and prescription pain medication.
Key findings from the report include:
- The cannabis customer base is diversifying across age groups: First-time cannabis consumers grew by 140% thanks to adult use legalization in California. Baby Boomers were one of the fastest growing segments, increasing by 25% over the past year.
- Year of the female cannabis consumer: With female consumers nearly doubling, the growth of women entering the market outpaced men and continued the trend of increasing female participation, with women now 38% of cannabis consumers.
- CBD is driving a new demographic of cannabis users: CBD consumers nearly doubled in 2018, growing from 2.6% in 2017 to 4.8% in 2018. Baby Boomers are the most common CBD enthusiasts of all generations (8.4% in 2018) and female Boomers are the most likely CBD users.
- Cannabis products are used for a variety of wellness applications: Overall, 71% of surveyed consumers reduced (53%) or stopped (18%) their over-the-counter (OTC) pain treatment, and 60% have reduced (52%) or stopped (72%) their alcohol consumption.
“The 2018 State of Cannabis report shows continued acceptance and de-stigmatization of cannabis across legal age groups – along with continued enthusiasm for new products,” said Jim Patterson, CEO of Eaze. “Promoting wellness is a top priority for our company, so we’re excited to see how consumers are using cannabis as a part of their daily routines.”
Other insights from the report include different ways consumers are choosing to consume cannabis, an increase in first-time buyers, the most popular holidays to buy cannabis, and a comparison of buying patterns between consumers in Northern and Southern California. The full report can be found here.