Numerator is a unique quantative research company that creates consumer behavior insights from retail purchases. This study explores the consumer behavior of consumers who purchase Cannabis and CBD in the USA.

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Budding Behaviors:
Insights Into the Modern
Cannabis Consumer

2. About this report
Numerator’s latest cannabis consumption study looks at the habits of nearly 6,000 present and
past self-reported THC & CBD users. It is not intended to size the THC or CBD market, but rather
to identify & understand users and to explore the broader impact of cannabis use on consumer
behavior. The study combines insights from our broad cannabis usage survey with the verified
purchase behavior of these same individuals.
*Insights are limited to individuals ages 21+ who reported living in a state where marijuana is legal.

3. Cannabis user profiles vary significantly based on substance type.
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
While individuals using THC skew much younger and use cannabis on a more regular basis, those using CBD tend to be older and
less frequent users. Use cases and frequency also impact overall cannabis spending, with THC users spending significantly more.
THC USERS
Consumer Profile
• Age: Gen Z & Millennial
• Income: Low/Middle (Under $60k)
• Health Concerns: Anxiety & Stress
Cannabis Habits
• Usage Frequency: Daily or Weekly
• Monthly Spending: $26-$100
• Usage Reasons: Stress Relief
CBD USERS
Consumer Profile
• Age: Boomers+
• Income: Middle/High (Over $80k)
• Health Concerns: Muscle & Joint Pain, Arthritis
Cannabis Habits
• Usage Frequency: Less than weekly
• Monthly Spending: Under $25
• Usage Reasons: Pain Management
Note: “CBD Users” in this study exclude
anyone who also uses THC. “THC Users”
include those who use THC exclusively and
those who use both THC & CBD.

4. Distinct user profiles stem from distinct use cases for THC versus CBD.
REASONS FOR CANNABIS USE
What are your main reasons for using cannabis products?
Stress relief, sleep, and pain management are the top three reasons for cannabis use overall, but the latter is most prevalent
among CBD users. THC is more broadly used for recreational, social, and creative purposes, given its intoxicating properties.
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
62%
57%
50%
38%
33%
23%
21%
14% 13% 13%
41%
38%
61%
5%
29%
9%
4%
2% 2% 2%
Stress relief Sleep aid Pain
management
Recreational
purposes
Medicinal
purposes
Coping
mechanism
Social purposes Appetite
stimulation
Creativity Enhanced sensory
experiences
THC Users CBD Users

5. THC is used on a more regular basis than CBD.
USAGE FREQUENCY
How often do you use [THC/CBD] products?
Over half of THC users say they use it at least a few times a week, while CBD users are more likely to use it weekly or monthly.
Among individuals who use both THC and CBD, over half say they use the products together on the same occasions.
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
38%
26%
8%
16%
4% 4%
3%
16%
28%
8%
25%
5%
10%
8%
Daily A few times
a week
Once a
week
A few times
a month
Once a
month
Every few
months
A few times
a year
THC CBD
COMBINED USE
Do you typically use THC and CBD together or separately?
*Among individuals who use both
31%
29%
11%
17%
12%
Usually/always together
Often together, occasionally
separately
Half together, half
separately
Occasionally together, often
separately
Usually/always separately

6. Cannabis users don’t expect to cut back in the coming year.
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
While new users are likely to enter the cannabis market as states continue to legalize marijuana, existing users expect to maintain
or increase their current usage habits, contributing to further growth within the cannabis market.
83%
of THC users maintained or increased
usage this year versus last.
(22% increased, 61% maintained)
89%
of THC users expect to maintain or increase
usage in the coming year.
(11% increase, 78% maintain)
72%
of CBD users maintained or increased
usage this year versus last.
(14% increased, 58% maintained)
85%
of CBD users expect to maintain or increase
usage in the coming year.
(9% increase, 76% maintain)

7. Frequent use results in higher cannabis spending among THC users.
MONTHLY CANNABIS SPEND
About how much do you spend on cannabis products monthly?
Nearly half of CBD users spend less than $25 per month on cannabis products, while over half of THC users spend $50 or more,
and a third spend over $100. Higher prices and purchasing at licensed dispensaries also likely play into higher spending.
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
23%
49%
23%
29%
23%
15%
17%
4%
14%
THC Users CBD Users
Under $25
$26 to $50
$51 to $100
$101 to $200
Over $200
61%
29%
9%
19%
14%
5%
25%
14%
31%
12%
19%
16%
In-person dispensary
From personal acquaintances
Alternative health stores
Smoke shops
Online dispensary
Traditional retailers
THC Users CBD Users
PURCHASE LOCATIONS
Where do you typically acquire your cannabis products?

8. Price and quality are the most important consideration factors for cannabis buyers.
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
50%
45%
35%
28%
34%
18%
15%
17%
45%
48%
31%
36%
9%
32%
20%
11%
Price and value Quality and purity Product format
(edible, topical, vape,
etc.)
Trusted/Licensed
distributor
Strain or variety Trusted/Licensed
brand
Clear dosage
information
Flavor or aroma
THC Users CBD Users
CANNABIS CONSIDERATIONS
Which factors are most important to you when purchasing cannabis products?
CBD users place a slightly higher emphasis on quality & purity and are also more concerned about buying from trusted brands or
vendors. For THC users, strain and product format are more influential factors.

9. Preferred product formats vary by substance type and consumer age.
CANNABIS FORMATS
What types of [THC/CBD] products do you use?
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
67%
48%
21%
32%
37%
13%
17%
14%
7%
58%
--
44%
--
17%
19%
12% 11% 10%
Edibles (e.g.,
gummies,
chocolates)
Flower (buds) Topicals (e.g.,
creams, lotions)
Pre-rolls (joints) Vape cartridges Tinctures Concentrates (e.g.,
wax, shatter, oil)
THC/CBD-infused
beverages
Capsules
THC CBD
GENERATIONAL HIGHLIGHT
Gen Z users are significantly more likely to opt for vape
cartridges (THC 55%, CBD 28%) or infused beverages
(21% for both THC & CBD).
Edibles are the most popular format overall, followed by flower for THC and topicals for CBD. Generation also plays a significant
role in preference, with Gen Z and Millennials favoring vape products and infused beverages for both THC and CBD products.

10. Consumers are more likely to incorporate THC use into everyday activities.
CANNABIS ACTIVITIES
What activities do you engage in when using [THC/CBD] products?
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
57%
54%
49%
43%
41%
37%
35%
31% 31%
25%
23%
45%
53%
24%
19% 18%
23%
17%
15%
10% 11%
7%
Relaxing/
Meditating
Sleeping/
Napping
Watching
movies/ shows
Listening to
music
Socializing with
friends
Spending time
alone
Cleaning/
Organizing
Enjoying
nature/ outdoor
activities
Eating/
Snacking
Cooking/
Baking
Being creative
(art, writing,
etc.)
THC CBD
CBD usage is much more rest-oriented than THC usage. Although restful activities like relaxing and sleeping top the list for both
THC and CBD, all other activities are 2 to 3 times more popular when using THC.

11. Younger users are more activity-oriented than older individuals when using THC.
THC ACTIVITIES BY GENERATION
What activities do you engage in when using THC products?
Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
57%
50% 50%
55%
50%
52%
50%
42%
44%
37%
58%
54% 55%
46% 47%
45%
43%
41%
36%
30%
58%
54%
48%
40% 41%
36%
27%
35%
31%
24%
55%
54%
45%
35%
39%
27%
17%
24% 24%
17%
Relaxing/
Meditating
Sleeping/
Napping
Watching
movies/ shows
Socializing with
friends
Listening to
music
Spending time
alone
Eating/
Snacking
Cleaning/
Organizing
Enjoying nature/
outdoor activities
Cooking/
Baking
Gen Z [> 1996] Millennials [1982-1995] Gen X [1965-1981] Boomers+ [< 1965]
Gen Z consumers are more than twice as likely to snack or bake while using THC compared to older users, an important
differentiator for food and beverage brands to note. They’re also more likely to socialize, organize, or get outdoors.

12. THC users spend more of their grocery dollars on snacks and beverages.
TOP GROCERY CATEGORIES FOR THC USERS
% of grocery spend indexed vs. non-users
Numerator Insights grocery purchases 3M Ending 3/31/2024 | Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
101 104 107 105 108
170
104
112 113
105 102 104
130
114
126
112
123 120 118
111
184
132
110
125 126 123
110
138
93
136
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THC Users Daily THC Users
Compared to non-users, sports & energy drinks see the largest spending boost among THC users, followed by beer and frozen
sandwiches. Daily THC users have more pronounced spikes in categories like candy, herbs & spices, and packaged sweet snacks.

13. Alcohol consumption also has clear ties to cannabis use.
THC users are more likely to purchase alcohol than non-users, but spending is inversely tied to the frequency of THC use, with
daily users spending less than infrequent users. CBD users are less likely to purchase alcohol overall and spend less when they do.
Numerator Insights alcohol purchases 3M Ending 3/31/2024 | Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
ALCOHOL PURCHASE HABITS
3M Ending 3/31/2024
% of Group
Buying Alcohol
Alcohol
Buy Rate
Alcohol Purchase
Frequency
% of Grocery
Spend
THC Users 72.6% $496.26 22.2 16.7%
THC Usage: Daily 71.0% $453.30 22.6 15.3%
THC Usage: Weekly 74.0% $506.34 22.5 16.9%
THC Usage: Infrequent 73.1% $535.51 21.3 18.1%
THC Non-Users 65.3% $432.08 17.6 14.3%
CBD Users 65.2% $380.80 15.0 12.8%
Past Cannabis Users 68.9% $489.72 20.2 16.2%
Never Used Cannabis 60.8% $456.11 19.5 14.5%
36%
of THC users say they consumed
somewhat or significantly more alcohol
before they began using cannabis. 19%
of CBD users said the same.

14. Limited-service restaurants and food delivery services win with THC users.
RESTAURANT & FOOD DELIVERY
% of THC users indexed vs. non-users
Numerator Insights LSR & Online 3M Ending 3/31/2024 | Numerator Cannabis Consumption Study (n=4,709 current THC and/or CBD users)
161
135 131 128
122 122 119 119 117 116
242
132 128 131 135
121
147
133
109 111
DoorDash Uber Eats Little Caesars
Pizza
Jersey Mike's
Subs
Taco Bell Jack In The Box Pizza Hut Domino's Pizza Wawa Popeyes
THC Users Daily THC Users
In addition to their unique grocery habits, THC users are more likely to have visited a limited-service restaurant or to have used a
food delivery service in the past three months compared to non-users. These behaviors are even stronger among daily THC users.

15. Past users haven’t closed the book on cannabis, and many are open to trying again.
Numerator Cannabis Consumption Study (n=1,000 past THC and/or CBD users)
REASONS FOR STOPPING
Why did you stop using cannabis products?
29%
23%
17%
17%
17%
15%
13%
10%
8%
8%
Changes to lifestyle or life stage
No longer enjoyed using
Focus on other priorities or interests
Employment-related reasons
Price or affordability concerns
Negative side effects or adverse reactions
Concerns about long-term health effects
No longer medically necessary/beneficial
Lack of access
Found alternative symptom management methods
Most individuals who stopped using cannabis products did so due to lifestyle changes or no longer enjoying it. With ongoing
innovations in the category, these users may re-engage if an offering seems aligned with their current wants and needs.
74%
of past users would consider using
again in the future, while 26%
definitely or probably would not
consider using again.

16. Growing market.
As additional states explore legalizing
cannabis products and new offerings enter
the space, brands should prepare for
increased adoption and returning users.
To date, 38 states have legalized the use of
medical marijuana and 24 states have
legalized recreational use, with more states
expected to pursue legalization this year.2
Explore the habits of consumers in states
where cannabis products are already legal to
anticipate changes ahead of new legislation.
2 National Conference of State Legislatures .
Growing up.
Gen Z and Millennial consumers make up a
significant portion of the cannabis market and
are poised for purchase power growth in the
coming years as they age.
The latest government research suggests 16%
of Americans over the age of 21 have used
marijuana in the past month—these figures
jump to 26% among 21 to 34-year-olds.1
Understand how younger generations are
interacting with cannabis products to better
anticipate the future of the category.
1 2022 NSDUH Study .
Growing appetite.
Cannabis use has a noteworthy impact on
food and beverage consumption habits,
making it an especially important topic for
brands or retailers in the consumables space.
Businesses without direct ties to the
consumables space can still capitalize on
cannabis use by understanding the broader
behaviors, interests, and hobbies of users.
Evaluate your brand’s current exposure to
cannabis users to identify opportunity areas
and estimate the impact of increased usage.
Want to go deeper into the weeds?
Reach out to our team to learn more about how cannabis is impacting your brand or category.
hello@numerator.com