5 Busted Myths of Today’s California Cannabis Consumer

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For
decades,
growers
from
Northern
California’s
Emerald
Triangle

the
area
encompassing
Mendocino,
Humboldt
and
Trinity
counties

have
been
the
epicenter
of
America’s
cannabis
scene.

The
Golden
State
had
the
first
legal
medical
marijuana
market
with
the
passing
of
Prop
215
in
1996.

Proposition
64
,
the
Adult
Use
Act,
legalized
growing,
selling
and
using
cannabis
recreationally
in
November
2016.

Thousands
of
cannabis
businesses
have
emerged
since,
all
trying
to
establish
themselves
in
an
already
saturated
and
highly
regulated
market.
The
industry
has
seen
unparalleled
innovation
and
investment
across
categories
like
product
development
and
technology,
causing
a
so-called
Green
Rush
.”
It
has
been

predicted

that
by
2024,
the
California
cannabis
market
will
comprise
25%
of
the
entire
market
for
cannabis
in
the
U.S.

However,
due
to
the
immaturity
of
the
market,
little
data
is
available
to
help
support
the
industry.
In
order
to
help
shape
product
development
and
strategic
decision-making,
companies
need
to
ask
fundamental
questions,
like
who
buys
the
product
and
what
do
they
use
it
for?

To
help
fill
these
knowledge
gaps,
NorCal
Cannabis
Company
undertook
a
first-of-its-kind
study
of
California’s
cannabis
consumers.
Using
an
online
panel,
the
survey
questioned
1529
people
and
represents
of
all
California
cannabis
consumers
21
years
and
older.

The
result
is


Five
Myths
of
Today’s
California
Cannabis
Consumer
.

Jeffrey
Graham
is
the
VP
of
Business
Intelligence
at
NorCal
Cannabis
Company.
He
helps
the
company
make
smarter
business
decisions
using
data.
According
to
Graham,
they
decided
to
carry
out
this
research
because
“there
were
many
fundamental
questions
about
the
California
cannabis
consumer
that
were
unanswered,
so
we
decided
to
conduct
research
on
our
own.”

According
to
Graham,
the
most
surprising
thing
he
discovered
during
the
research
process
was
that
many
of
the
preconceptions
about
cannabis
aren’t
true.
So
they
decided
to
group
their
findings
into
five
myths:


Myth
1
:
Recreational
users
get
high
for
fun,
while
medical
users
are
focused
on
their
health.


The
reality
is,
most
cannabis
consumers
use
cannabis
for
both
recreational
and
medical
reasons.


Myth
2
:
Women
are
an
emerging
market
segment
of
new
cannabis
consumers.


In
fact,
women
already
use
cannabis
as
much
as
men.


Myth
3
:
A
handful
of
brands
are
dominating
the
California
cannabis
market.


The
truth
is
that
no
brand
has
achieved
a
significant
foothold
in
the
market.


Myth
4
:
All
Californians
have
access
to
legal
cannabis.


Unfortunately,
in
reality,
they
don’t.


Myth
5
:
Consumers
are
migrating
from
dispensaries
to
delivery.


In
reality,
consumers
want
an
omnichannel
experience
to
maximize
their
experiences.

“What
concerns
us
is
the
lack
of
availability
that
exists
for
regulated
cannabis
for
so
many
people,”
says
Graham
on
the
finding.
“The
research
shows
how
cannabis
gives
relief
for
so
many
people
for
things
like
pain,
insomnia
and
depression.
California
voters
approved
the
legalization
of
cannabis,
but
people
still
do
not
have
legal
access
throughout
most
of
the
state.”

Graham
believes
that
the
study
is
important
because
it
shows
that
cannabis
helps
with
“a
variety
of
fundamental
and
important
ways”
and
it
isn’t
a
simple
case
of
‘recreational’
and
‘medicinal’

“I
would
like
people
to
understand
that
many
of
the
assumptions
they
have
about
cannabis
consumers,
cannabis
usage,
and
cannabis
availability
may
be
wrong,”
says
Graham.

To
read
the
NorCal
Cannabis
Company’s
report
in
full,
visit

norcalcann.com
.


TELL
US
,
do
you
smoke
Californian
cannabis?

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