About one in four Americans is buying marijuana instead of beer, according to new research from Cannabiz Consumer Group (C2G) released earlier this month. C2G’s study focused on the behaviors of 40,000 participants, looked at more than 55 million marijuana-sales transactions, and analyzed point-of-sale data.
“Consumers use cannabis to satisfy various social, medical and experiential need states. By understanding these needs, those at risk of losing sales to cannabis can try to offset some of the losses by understanding and speaking to a consumer’s needs,” says Rich Maturo, C2G’s chief innovation officer. “Those at risk of losing sales to legalized cannabis can undertake a variety of actions to offset their losses.”