Who is my Cannabis Consumer?
Take a look around you. Can you point out who is the cannabis consumer? Are you looking for a slouchy, unkempt, lackadaisical youth with a cheesy grin and glazed over eyeballs? Look again. Databases like Headset and BDS Analytics have been compiling the stats, and the results may
• Under 40 years old
• Married with children
• Creative and social
• Bringing in an average of $75K per year
Turns out these folks are everywhere. And they look pretty normal. In fact the average cannabis customer is not what you might expect. They are just your average DUDE!
“Cannabis consumers are far removed from the caricatures historically used to describe them,” said Linda Gilbert, head of the consumer research division at BDS Analytics.“In fact, positive lifestyle indicators like volunteering, socializing, satisfaction with life and enjoyment of exercise and the outdoors are highest among cannabis consumers, at least in Colorado and California.”
JUDGE A BOOK BY ITS COVER
Everyone has heard the old adage “don’t judge a book
by its cover.” And yet, books with terrible covers
continue to be overlooked.
For the cannabis industry, packaging is the equivalent of
a book cover. It will have a significant impact on a
customer’s decision to purchase.
In an interview with Packaging Digest, Gabrielle Rein, chief
creative officer at Toast™, said, “Shelf appeal is a major
concern for any CPG. We want the product to sell! Customers
consistently enter the store and are immediately drawn
to Toast due to the beautiful packaging, which stands out
on the shelf along with the custom-designed store
Toast™ launched in Colorado in February of this year. The
luxury design of its packaging quickly captured attention,
but it’s not the first company to adopt a luxury look.
As the cannabis industry continues to grow,
luxury brands are helping change the stoner
persona that is often associated with cannabis.
Many brands emphasize the importance of
responsible consumption and feature child-resistant
Following the luxury-packaging trend will not guarantee your product will be sold, just
like a good cover does not guarantee a book will be read. But it will always be important
to have unique packaging that helps your brand get noticed.