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Cresco Labs survey shows 25% of Americans use cannabis

2021-04-20 11:01 ET - News Release

Mr. Cris Rivera reports


Cresco Labs Inc. has released the results of a survey today showing one in four Americans currently consume cannabis, reporting they've tried some form of cannabis within the past 12 months. That's a significant increase since 2018 when just 16 per cent of U.S. adults reported current consumption, representing a 56-per-cent increase in just two years. What's more, 23 per cent of current cannabis consumers say they tried cannabis for the first time over the past year, suggesting the COVID-19 pandemic, combined with expanded state legalization, has rapidly accelerated cannabis acceptance and adoption in America.

These findings are part of a national study conducted by global public opinion and data company YouGov in partnership with Sunnyside, the national retail dispensary brand of Cresco Labs. The study, conducted in March, 2021, examined cannabis consumption, attitudes and purchase behaviours of nearly 5,000 Americans representative of the U.S. population.

Key findings from the study indicate that cannabis is attracting new consumers from a variety of demographics:

  • 44 per cent of cannabis-consuming parents with children under 18 tried it for the first time in the past year.
  • 43 per cent of seniors (65 plus) who consume cannabis tried it for the first time in the past year.
  • Men and women are consuming cannabis equally as often during the year, month, week or day.
  • 62 per cent of women believe that the 4/20 holiday is no longer only for "stoners" or heavy cannabis consumers.
  • 62 per cent of parents who consume cannabis believe celebrating 4/20 has become more acceptable.

"We were curious to learn how current conditions have impacted consumer attitudes and cannabis consumption behaviours ahead of what we expect to be an unprecedented 4/20 celebration," said Cris Rivera, senior vice-president of customer experience at Cresco Labs. "Whether it's the stressors of a global pandemic, quality of life enhancement or increased accessibility due to expanded state legalization, the industry is ready to meet these new consumers to introduce them to its precisely dosed lab-tested products, safe and professional packaging, and welcoming retail locations."

New Mexico became the 18th state to enact legislation to regulate cannabis for adult use, on the heels of adult-use legalization announcements from New York, New Jersey and Virginia. A total of 37 states and the District of Columbia, Guam, Puerto Rico and the U.S. Virgin Islands have approved comprehensive, publicly available medical cannabis programs.

According to YouGov, people's cannabis preferences vary by region:

  • The Northeast is the most likely (64 per cent) to consume cannabis for anxiety/stress relief.
  • People in the South and West Coast consume cannabis for social occasions more than the rest of the country.
  • The South is more likely (32 per cent) to consume cannabis for intimacy than the rest of the country.
  • The Midwest (61 per cent) is consuming edibles and beverages more than the rest of America.
  • 74 per cent of Midwestern consumers, and 64 per cent of all cannabis consumers, believe if more people embraced cannabis, the world would be a better place.

As cannabis legalization continues to sweep the United States, beliefs and behaviours surrounding 4/20, once considered a stoner holiday, are shifting to become much more mainstream and inclusive.

How will America celebrate 4/20 this year?

  • 57 per cent of cannabis consumers view 4/20 as a national day of rest, relaxation and wellness.
  • 50 per cent of people 21 to 54 will try or will consider trying a new product on 4/20 this year.
  • 60 per cent of young cannabis consumers (21 to 34) plan to try out a new form of cannabis on 4/20.
  • 57 per cent of cannabis consuming parents with children under 18 plan to try a new form of cannabis on 4/20.
  • 46 per cent of men plan to try a new product on 4/20, while 25 per cent of men plan to shop deals.
  • 20 per cent of women are planning a day of wellness.
  • 53 per cent of cannabis consumers plan to celebrate 4/20 with others this year, either in person or virtually.

"As one of America's leading retailers of medical and adult-use cannabis products, we are on a mission to normalize and professionalize the shopping experience so consumers feel comfortable and confident adding cannabis to their everyday wellness," said Mr. Rivera. "We believe 4/20 should be a mainstream and inclusive holiday, and this data set shows that people all over America are planning to embrace it in new ways this year."

With 32 dispensaries across seven states including Illinois, Arizona and Massachusetts, Sunnyside offers one of the largest selections of cannabis on the market -- including premium flower, vapes, edibles, concentrates and medicinal products from the most trusted brands in the cannabis industry. The company is offering discounts, special promotions, and door prizes as its locations across the United States.

About Cresco Labs Inc.

Cresco Labs is one of the largest vertically integrated, multistate cannabis operators in the United States. Cresco is built to become the most important company in the cannabis industry by combining the most strategic geographic footprint with one of the leading distribution platforms in North America. Employing a consumer-packaged goods approach to cannabis, Cresco's house of brands is designed to meet the needs of all consumer segments and includes some of the most recognized and trusted national brands including Cresco, Remedi, High Supply, Cresco Reserve, Good News, Wonder Wellness Co., FloraCal and Mindy's Chef Led Artisanal Edibles created by James Beard Award-winning chef Mindy Segal. Sunnyside, Cresco's national dispensary brand, is a wellness-focused retailer designed to build trust, education and convenience for both existing and new cannabis consumers. Recognizing that the cannabis industry is poised to become one of the leading job creators in the country, Cresco provides the industry's first national comprehensive social equity and educational development program designed to ensure that all members of society have the skills, knowledge and opportunity to work in and own businesses in the cannabis industry.

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