The cannabis category is on a hyper growth path. In just the last two years, it has seen its essential business designation, rapid legalization, an influx of investment and innovation, and an explosion of new cannabis and CBD brands led by mainstream icons like Martha Stewart, Jay-Z, and Gwenyth Paltrow. The result? Pervasive availability, rapid de-stigmatization, mainstream consumption, and a new growth opportunity for advertisers.
Research from MRI-Simmons has revealed not only the scale of the cannabis and CBD consumer base – currently standing at 64.5 million and growing – but also the ideal mindset, appealing behaviors and high-value attributes they possess. From QSR to beauty to adult beverages, brands across all consumer categories can find value in unlocking this new untapped growth audience. And with the cookieless future soon approaching, second party data will pave the way to reach them.