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Millennials As
Cannabis Consumers

Attitudes & Behaviors of America’s Largest Generation


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Now in their late 20s to early 40s, Millennials are becoming parents and navigating stressful conditions in the financial and real estate markets, coupled with the COVID-19 pandemic. Read the report to learn how their behaviors, preferences and activities are shaping today's cannabis marketplace:

  • Products: potency is the biggest driver for product choice (74%) followed by effect (67%).

  • Purchasing: almost half (49%) spend between $50 and $200 per transaction.

  • Consumption: the most common location for consuming is home (90%).


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