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IRI Releases Findings of New Cannabis Attitude, Usage Study
Insights measure key motivators for legal adult marijuana and CBD use, opportunities for CBG industry
IRI®, a global leader in innovative solutions and services for consumer, retail and media companies, released findings of a new study focused on understanding the attitudes and usage motivations of legal adult cannabis users, and the projected impact of further legalization on consumer product purchase habits.
“The expanding legalization of cannabis products is already a disruptive force in the CPG industry,” said Robert I. Tomei, president of Market and Shopper Intelligence for IRI. “IRI’s consumer and shopper insights into the impact of cannabis on purchase motivations and behaviors provide critical opportunities for brands to understand the substitution effects and innovation opportunities created by this category-defying ingredient.”
The study, conducted in collaboration with MFour, a leader in mobile market research, surveyed recent purchasers of cannabis products to drive purchase-based insights, as well as a broader general population panel representing all markets to understand projected impacts of legal marijuana and CBD. Key findings of the study included:
• Cannabis consumers defy stereotypes. Recent purchasers of cannabis in markets where adult use is legal span generations, gender and socioeconomic backgrounds. Beyond demographics, consumers also seek a diverse array of benefits from their purchase.
• Motivations vary by product type. Legal marijuana purchasers reported that relaxation was their primary motivation for using cannabis, while CBD purchasers were more likely to cite medical symptom treatment as a motivator.