Consumer acceptance of cannabis is outpacing other consumer goods markets that have emerged in the last two decades. Already 38.4 million U.S. adults consume cannabis at least once annually, with 36% of cannabis consumers reporting daily use and 59% reporting weekly use. So it’s no surprise that cannabis sales are expected to reach more than $50 billion by 2025 — larger than the current annual sales of candy, gum and mints combined. 

Connect With Consumers At Everyday Cannabis Occasions

As daily consumption grows, so too will the opportunities for Fast-Moving Consumer Goods (FMCG) companies to meet the everyday needs at everyday occasions for consumers of all kinds — whether it be relaxing at home, winding down after work, watching sports with friends, or Monday meal time. And brands across consumer categories can capitalize on it. 

Cannabis + Snacking and Confectionary. Rates of consumption for both candy and snacks are rising faster in geographies where cannabis has been legalized for recreational use. On everyday occasions when cannabis is consumed like winding down after work (80%) or relaxing at home (75%), people are more likely at the same time to be consuming confectionary treats, chips, and RTD beverages. 

Cannabis + Entertainment and Gaming. Online entertainment like music, gaming, and streaming TV shows is increasing among cannabis consumption occasions. 80% of Millennials and Gen X parents say they regularly consume cannabis when watching or getting ready to watch TV with their kids. Popular brands that over-index among cannabis users include Netflix, Hulu, Twitch, Nintendo and CandyCrush.

Cannabis + Vitamins and Supplements. CBD is becoming a staple in medicine cabinets everywhere as vitamin/supplement buyers are more likely to be CBD consumers. With over 80% of consumers taking at least four different supplements daily, the most popular vitamins and supplements sitting alongside CBD include probiotics, collagen, multivitamin and B-12.  

Create Cannabis Compatible Campaigns

Brands are leaning into cannabis as inspiration for innovation and to fuel consumer expansion. CPG, health & wellness and entertainment brands can use digital advertising to tap into compatible cannabis occasions and audiences to drive overall business growth.

Compliment. Increase brand occasions by advertising complimentary products at relevant cannabis moments. 

Connect. Drive online sales or delivery by connecting with endemic and mass-market audiences when products are most likely being consumed. 

Create. Increase household penetration and topline growth by creating media plans and contextually relevant creative executions to own occasions and attract a variety of targets.

As cannabis distribution increases across traditional retail channels, mass-market cannabis adoption and consumption will grow too. The question is no longer if your brand is cannabis compatible. But what can you do about it today?

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