Edible consumption is not only gaining traction along with cannabis legalization, but women seem to be enjoying them more than men.
A new report from market research firm High Yield Insights reveals that when it came to edibles, consumers are “more likely to be lighter users (using one time or less per month), newer to using (less than five years), female, college educated and high-income earners.” The report also found that today’s edible consumer is just as likely to self-identify as a medical user.
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“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.”
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Nancy Whiteman, Founder & CEO of Wana Brands, tells GMR that “Every day, consumers are learning more about the benefits of CBD and are seeking out this cannabinoid.”