Marijuana legalization has lead to the premiumization of the product
Implications - Following its continuing legalization throughout the US, cannabis, like its less controversial counterparts wine and coffee, is quickly evolving into a high-end, luxury product. This image transformation has not only attracted new, first-time consumers; it's also developed a new brand of consumer, the cannabis connoisseur. No longer a symbol of the youth counterculture, cannabis has entered the mainstream as a diverse, complex product that can appeal to many tastes, as well as be enjoyed in a high-brow manner.
Workshop Question - How can your brand shift consumer perspective on some of its dated, or negatively perceived aspects?
Trend Themes
1. Premiumization of Cannabis - As marijuana continues to be legalized and mainstream, it's evolving into a high-end, luxury product.
2. Cannabis Connoisseurs - With cannabis becoming a complex and diverse product, consumers have developed into cannabis connoisseurs.
3. Sophisticated Cannabis Products - As stigma surrounding marijuana is reduced, more sophisticated and upscale cannabis products are emerging.
Industry Implications
1. Retail Industry - As cannabis becomes a luxury product, businesses can look to retail design and consulting firms to attract consumers.
2. Food & Beverage Industry - Businesses can explore the emerging trend of cannabis wine pairings and cannabis themed dinners to attract new customers.
3. Media Industry - With the growth of the cannabis industry, there is a need for media outlets to provide critical coverage and create a new type of cannabis-centered media.
9 Featured, 66 Examples:
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Date Range:
Apr 15 — May 17
Trending:
Warm
Consumer Insight Topics:
