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Cannabis users’ consumption behavior and product choices are different from other consumers, presenting a key knowledge gap for food and beverages brand strategy

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Cannabis users’ consumption behavior and product choices are different from other consumers, presenting a key knowledge gap for food and beverages brand strategy

GlobalData’s new “Hot Topics” cannabis study on the claimed consumption behavior of cannabis users compared to non-users highlights that this is a large and growing consumer group, who are behaving differently to the general population, in ways that brand owners and their stakeholders may not fully realise.
  • Jenny Questier, Consumer Analysis Director at GlobalData, commented: “Currently, there is little research data or analysis available to help companies understand the impact of a new cohort of cannabis users in consumer packaged goods markets where the drug has been legalized. While this study’s findings are indicative, they could apply to any market where cannabis use is prevalent as they do provide some useful insights into the impact that cannabis users consumption behavior could have on product choices being made in key food and beverage categories and which demographics are important in future product development and positioning.”
  • The study entitled, “Hot Topics Report: The impact of cannabis use on consumption in key markets”, provides a top-line indication of how consumers who claim to use cannabis, describe their use of the drug in five key markets which have legalized the recreational use of the cannabis, namely: the US, South Africa, Canada, Mexico and Germany, and the claimed impact this may have on consumer consumption in the alcoholic drinks, non-alcoholic drinks, savory snacks, and chocolate and confectionary categories in each of these markets.
  • The study reveals that cannabis users have a tendency to stay at home more, are more concerned about their physical and mental health, spend more time online, and perhaps as a consequence of this, order more food online, when compared to non-cannabis users. Interestingly, the known side effects of cannabis use of increasing hunger and thirst are significantly impacting on consumers’ net consumption of non-alcoholic beverages, savory snacks and chocolate and confectionary, however, the drug’s use currently seems to have a limited impact on alcohol consumption overall.
  • This is an important cohort for consumer packaged goods companies because the number of recreational cannabis users is already significant and is set to grow further. In the US, cannabis is legal for recreational use in 24 out of 50 states, according to the *Pew Research Centre. In the US, there were an estimated 17.7 million daily cannabis users recorded in 2022, according to research published in the journal Addiction, based on data collected by the National Survey on Drug Use and Health.
  • Questier continued, “In the coming decade, the number of cannabis users is set to grow globally as more US states are likely to legalize recreational cannabis use, public support may lead more countries to do the same, and more people are likely to take up the habit as a means of relaxation, enjoyment, and for perceived health benefits. It is imperative that brands and manufacturers of food and beverages understand what this may mean for future innovation and target consumer groups.”

Here are some of the top-line indicative findings from the study for each food and beverages category surveyed in each market:

Alcoholic and non-alcoholic drinks

1

Cannabis use does not appear to have a significant impact on alcoholic drinks sales

Claimed alcohol consumption remains largely unchanged overall as a result of cannabis use, generally holding steady at a plus or minus 1% net change in most markets. Canada and Mexico have a small net decline in alcohol consumption with Germany’s high +10% net change attributed to a smaller sample size as cannabis has only recently been legalized in the country, and reported use remains relatively low. An assumption that alcohol sales overall might suffer from the increased use of cheaper cannabis products as the stimulant effects are similar is not evident from this study. However, that’s not to say that the alcoholic drinks market isn’t changing; female cannabis users are drinking less alcohol, but males are drinking more.
  • United States +1%: Cannabis use in the US causes alcohol consumption to become more male-dominated. Alcoholic drinks brands need to be aware that a sizeable market share of older female consumers now using cannabis is being replaced by a younger and more male-dominated cohort.
  • Mexico -3%: Cannabis use in the country leads to a net decline in alcohol consumption in both male and female consumers. As cannabis use grows in Mexico this could mean that alcoholic drinks brands will experience volume declines across all demographics and may need to look beyond their core products for new revenue streams, such as the development or acquisition of non-alcoholic drinks brands.
2

Cannabis use makes you thirsty for non-alcoholic drinks

All markets in this study saw a significant rise in the consumption of non-alcoholic drinks by cannabis users. In some markets, this rise occurred among all demographics, in other markets younger consumers dominated.
  • Mexico +35%: Mexico has the biggest net rise in demand for non-alcoholic drinks of any of the markets surveyed, with consumption increasing in every age and gender.
  • Canada +19%: Canada’s net % increase in demand is the lowest of the markets surveyed but still significant at 19%, driven by younger consumers. Boomers are the only consumers with a small net drop in consumption. This has implications for the advertising and marketing of soft drinks brands as Gen Z cannabis users are quite different to other demographics requiring a more targeted media approach to reach them.

Savory snacks and chocolate & confectionery

3

Cannabis use gives you the munchies, boosting savory snacks sales

All markets saw a rise in savory snack consumption due to cannabis use; North American markets had particularly large rises. Unlike beverages, Gen Z do not dominate savory snack sales, instead it is older Gen Y and Gen X consumers.
  • United States +30%: When using cannabis, there is a net rise in the consumption of savory snacks from Millennial and Gen X consumers, particularly among males. The challenge for brands here is to convert younger consumers into savory snack buyers as they age, to avoid being reliant on an older cohort of consumers.
  • Canada +27%: Consumption of savory snacks rises in all demographics but is highest in Millennial and male consumers, in contrast to Mexico where females dominate savory snacks consumption.
4

Cannabis use gives you a sweet tooth, increasing chocolate & confectionery sales

Cannabis use drives a significant rise in chocolate and confectionery consumption in most markets, although the demographic leading this varies from market to market.
  • South Africa +34%: Cannabis use makes chocolate consumption more male dominated; the rise is significantly higher in men than women.
  • Mexico +26%: Mexican markets for chocolate and savory snacks are both skewing heavily towards female cannabis users.

Questier adds: “The top-line results from this indicative study shows that cannabis users’ consumption behavior is different from other consumers. Consumption of soft drinks, savory snacks and chocolate and confectionery is significantly increased, with the balance between male and female, and young and old consumers shifting in each market. Whilst there is limited claimed impact from cannabis users on total alcohol consumption, the demographic make-up of this market is nevertheless changed by the presence of cannabis.

“With little research conducted into this area to date, the study’s indicative findings suggest that the implications of cannabis use for consumer packaged goods companies and their stakeholders could be significant for brand strategy, consumer targeting, portfolio management, innovation, sales, advertising, and marketing. Further research by brand, category, and geography could be required to ensure that these implications are understood and appropriate strategies devised to manage them.”

  • GlobalData clients can download the full report using this url: https://consumer.globaldata.com/Analysis/details/impact-of-cannabis-use-on-consumption?cntr=lRSR0DXVMKYZ1LBuVj-mDuUbFFmCo8mNiwYvZGrMSmjJCN9wLQkgVGvUJNu3OjAOWneO4YcSRlpAvT6Pmk-oLw==
  • * Source: Pew Research Centre: https://www.pewresearch.org/short-reads/2025/07/08/facts-about-marijuana/
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