An Expanding Consumer Base

Cannabis legalisation is gaining pace globally – from Germany to South Africa – expanding the lucrative brand opportunity explored in our 2018 Spotlight Trend Commercialising Cannabis. Across regions, seniors and women have emerged as the fastest-growing consumer cohorts, often turning to the plant for medical concerns (such as endometriosis and chronic pain).

Enhanced Health & Wellness Practices

Consumers are giving cannabis a place within their preventative health routines. Some see it as a workout aid, while others eschew alcohol in favour of drinks infused with THC (tetrahydrocannabinol, the psychoactive compound in cannabis). Elsewhere, wellness retreats are incorporating cannabis into everything from sound meditation to somatic therapies.

Accelerating High-End Cannabis Culture

Smart brands are pursuing partnerships with elite fashion labels to premiumise the products and tools associated with cannabis consumption – in some cases even aligning smoking paraphernalia (pipes and grinders) with interior design. Meanwhile, upscale cannabis food brands exhibit cultural heritage with edibles that incorporate regional flavours, such as yuzu and tamarind.

Exclusive Cannabis Hubs

We’ve been discussing the rise of cannabis dispensaries since our 2018 report Retail’s New High, and these stores continue to get more elevated with immersive updates. At these elegant and expressive new hubs, consumers can speak to ‘cannabis sommeliers’ about a product’s aroma or even attend mini courses on the plant’s history.