The legal global cannabis market has been expanding in recent years, going from USD33,9 billion in sales in 2020 to USD47,10 billion in 2023 (constant prices). While legalization remains a major hurdle, increasing cannabis usage can influence consumer habits and behaviour, on interconnected categories. For industries such as nicotine, pharmaceuticals, alcohol, and supplements, open questions remain as to the impact on sales and market penetration in the forecast period. In other words, is cannabis seen as a replacement?
According to the Voice of the Consumer: Cannabis Survey 2024, users of recreational cannabis have increased their consumption of herbal/traditional remedies and nicotine replacement products. On the other hand, survey results show that increasing cannabis consumption negatively influences the consumption of analgesics, sleeping pills and alcoholic drinks. This underscores consumer reliance on cannabis for pain relief, relaxation and sleep aid. Even in countries where cannabis is currently illegal, 34% of respondents would decrease analgesics usage with cannabis, if it were to become legalised in the future.
As for market players in adjacent spaces, the replacement threat evidences the risks of increased cannabis consumption, while it also opens space for investment opportunities in this market. To help on strategic planning, product development or marketing plans, consumer survey data can be used to provide insights on usage occasions, product preferences, and local market perceptions, alongside relevant consumer demographic details.
More about the Voice of the Consumer: Cannabis Survey
As cannabis industry is expected to exponentially grow in the following years, it is important for companies and brands to understand consumer product usage, lifestyle habits, as well as their perception about regulation, taxation, advertising and legalisation across the globe.
To effectively help businesses, we worked with our in-house industry experts and analysts alongside key players within the industry to create the Cannabis Survey, which covers a wide array of topics and key trends in legalized markets and other 20 countries.
Key Questions the Voice of the Consumer: Cannabis Survey Answers
- What are the key reasons for consuming (or not) CBD products?
- What are the preferred formats within CDB, adult use and medical cannabis?
- What would the consumption potential be if adult use cannabis were legalized?
- What features are consumers willing to pay more for, in adult-use cannabis?
- How can you tailor your services and products to what your key consumers value?
Euromonitor International's Consumer Insights Offering
Euromonitor designs consumer survey in-house, using input from research experts and clients. Our offering includes nine annual Voice of the Consumer tracking surveys, which can be explored in the Survey dashboard and in the data download tool for in-depth analysis. These capabilities live in Passport, Euromonitor’s one stop shop for industry, economies and consumer data. Connect with our team to learn more.
Read our article Fizz with a Buzz: The Rise of Cannabis Drinks in the US for more analysis on cannabis drinks.
Learn more about the latest developments in the global cannabis industry in our report World Market for Cannabis.