The composition of the grownup marijuana basket highlights client shopping for developments in 2020

According to a 2020 customer basket composition analysis, many adult-use marijuana shoppers would rather stick with one type of product like flower or vape pens when in-store than take a variety of cannabis goods home bring.

Understanding the buying patterns of marijuana consumers can help retailers and manufacturers improve their merchandising and marketing efforts.

Retail basket data from California, Colorado, Nevada, and Washington State, provided by Seattle-based cannabis analyst Headset, showed that 67% of baskets of flowers purchased contained no other types of marijuana products.

Pre-roll, concentrate, and vape-pen buyers were also particularly loyal to one category: 50% or more of the category baskets contained only those items.

In contrast, baskets containing drinks often contained other products, with only 22.5% of baskets containing drinks only.

While the COVID-19 pandemic disrupted the industry in 2020, analysis of the same type of data in January 2021 shows that overall patterns haven’t changed much by the start of the new year, highlighting some general consumer trends that include adult usage advance market.

When consumers bought other products, they were most likely to buy (primary category: secondary categories):

  • Drinks: food, flowers
  • Capsules: edible, flower
  • Concentrates: bloom, pre-rolls
  • Edibles: flower, pre-rolls
  • Bloom: Pre-Rolls, Vape Pens
  • Pre-rolls: flowers, vape pens
  • Tinctures and sublinguals: edibles, flowers
  • Subjects: edibles, flowers
  • Vape pens: flower, pre-rolls

Knowing that consumers who buy themes and tinctures are most likely to buy groceries gives retailers the option to bring those products closer together or offer specials that combine the categories.

Retailers can also use educational marketing and events to educate customers – those who only buy flowers or pre-rolls, for example – about the benefits of other products.

Even manufacturers can benefit from a close look at basket composition and buying trends, as expanding a brand into a new category is much easier when those buyers are already buying those products.

Marijuana basket composition for adults

Adult marijuana consumer purchase patterns using 2020 retail data from California, Colorado, Nevada, and Washington provided by Headset. Categories do not add up to 100%.

beverages Capsules Concentrates Edible flower Pre-rolls Tinctures subjects Vape pens
beverages 22.5% 7% 2% 6% 1.4% 2.1% 5.3% 5.8% 2.2%
Capsules 2.4% 26% 0.5% 2.2% 0.4% 0.4% 4.4% 3.7% 0.8%
Concentrates 11.1% 7.8% 50.3% 6.5% 7.8% 7.5% 6.5% 9.1% 8.6%
Edible 34.3% 36.6% 6.7% 39.3% 7.4% 9.7% 31.5% 29.8% 13.8%
flower 26.6% 20.5% 27.1% 24.6% 67.1% 24% 23.5% 22.4% 20.8%
Pre-rolls 24.4% 15.2% 15.9% 19.8% 14.7% 56.3% 15% 17.3% 15.9%
Tinctures 3.4% 8.3% 0.8% 3.6% 0.8% 0.8% 27.2% 8.4% 1.5%
subjects 3% 5.6% 0.9% 2.7% 0.6% 0.8% 6.8% 29.9% 1.1%
Vape pens 16.2% 17.3% 11.7% 18% 8.1% 10.1% 17.3% 15.2% 51.4%

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