Edibles Gaining Ground With Consumers
June 20, 2023Edibles are growing in popularity and becoming many consumers’ primary method of cannabis consumption, prompting declines in other categories, according to a new report from cannabis market research company New Frontier Data. Last year 17% of consumers said edibles were their most frequently used form of cannabis and 22% said it was their favorite. This year those figures rose to 21% for most frequent and 25% for favorite, while smoking flower either from a pipe or joint fell both by frequency and preference.
Breaking it down by age, edibles have gained popularity across cohorts over the last year. In the 18-34 age group there was a 2% increase in those citing edibles as their most frequently used form factor, from 13% to 15%. 22% of those between 35 and 54 reported edibles as their most frequent form this year, up 5% from last year. Edibles were also up 5% with the 55-plus crowd, from 22% to 27%.
Several factors are driving consumers’ changing preferences and favoring of edibles. The biggest is standardized and transparent dosages on the label. As New Frontier’s chief knowledge officer Dr. Amanda Reiman points out, before legalization, it was basically impossible to tell how strong an edible from the illicit market would be, leading to inconsistent and potentially too-intense experiences. With labeled, tested products on the market, consumers are beginning to feel more confident both understanding how, say, 5mg will affect them and that their product really contains that amount. Lower levels of THC are also proving very popular.
The second reason Reiman gives for edibles’ growing popularity is new technologies that have vastly shortened the window before their effects kick in. “The advent of fast-acting edibles with a promised onset of 10-15 minutes is especially helpful for those looking to use cannabis as a substitute for alcohol or prescription drugs,” she notes. “Those using cannabis as a substitute for alcohol don’t want to wait an hour for the effect while those around them are drinking and feeling the effects right away. And when using cannabis instead of a prescription drug like a pain reliever, the relief can’t come fast enough.”
Thirdly, as cannabis use in social situations becomes more acceptable and people increasingly want to consume it outside their home, discrete products hold a decided advantage. “It is much easier to pop a gummy during your kid’s softball game than light up a joint,” Reiman notes.—Danny Sullivan
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