Measurement of the legal basket of the market 2020


The composition of the average basket highlights consumer purchasing trends in 2020

According to an analysis of the composition of customer baskets for 2020, many adult marijuana users prefer to stick to one type of product, such as flower or pencils, when they are in the store, rather than taking home a variety of cannabis. products.

Understanding the buying habits of marijuana users can help retailers and manufacturers improve their marketing and marketing efforts.

average cannabis basket statistics
average cannabis basket statistics

Data for retail baskets in California, Colorado, Nevada and Washington state provided by the Seattle Headset-based cannabis testing firm showed that 67% of baskets containing a flower did not contain another type of marijuana product. .

Buyers of pre-coilers, concentrates, and pens were also particularly loyal to a single category: 50% or more of the baskets in this category contained just these items.

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In contrast, baskets containing beverages often contain other products, with only 22.5% of baskets containing only beverages.

While the COVID-19 pandemic disrupted the industry in 2020, analysis of the same type of data in January 2021 shows that overall trends have not changed significantly with the start of the new year, highlighting some common consumer trends driving the product market. for adult use.

When consumers bought other products, they were more likely to buy (primary category: secondary categories):

  • Drinks: groceries, flowers.
  • Capsules: edible, flowers.
  • Concentrates: Flower, pre-rolled
  • Groceries: Flower, pre-rolls
  • Flowers: pre-rollers, vape pens
  • Pre-rollers: flower, vape pens
  • Tinctures and sublinguals: edible, flower.
  • Topical products: groceries, flowers.
  • Vape Pens: Flowers, pre-rolled

Knowing that consumers who buy topicals and tinctures are more likely to buy groceries, retailers have the option of combining these products or offering special offers that combine categories.

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Retailers can also use educational marketing and events to help educate shoppers, such as those who only buy flowers or pre-rolls, about the benefits of other products.

Even manufacturers can benefit from careful consideration of basket makeup and shopping trends, as expanding a brand into a new category is much easier when those shoppers are already shopping for those products.

To drink Capsules Concentrates Pre-laminated Fleur Pre-laminated Dyes Topics Vape pens
To drink 22.5% 7% two% 6% 1.4% 2.1% 5.3% 5.8% 2.2%
Capsules 2.4% 26% 0.5% 2.2% 0.4% 0.4% 4.4% 3.7% 0.8%
Concentrates 11.1% 7.8% 50.3% 6.5% 7.8% 7.5% 6.5% 9.1% 8.6%
Groceries 34.3% 36.6% 6.7% 39.3% 7.4% 9.7% 31.5% 29.8% 13.8%
Fleur 26.6% 20.5% 27.1% 24.6% 67.1% 24% 23.5% 22.4% 20.8%
Pre-laminated 24.4% 15.2% 15.9% 19.8% 14.7% 56.3% fifteen% 17.3% 15.9%
Dyes 3.4% 8.3% 0.8% 3.6% 0.8% 0.8% 27.2% 8.4% 1.5%
Topics 3% 5.6% 0.9% 2.7% 0.6% 0.8% 6.8% 29.9% 1.1%
Vape pens 16.2% 17.3% 11.7% 18% 8.1% 10.1% 17.3% 15.2% 51.4%

2020 Adult Marijuana Consumer Purchase Patterns California, Colorado, Nevada and Washington Retail Data provided by Headset. The total of the categories does not reach 100%.

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