Cannabis serves as a social lubricant for some in-home events
Trend - An increasing number of brands are responding to consumer curiosity and the desire to experiment with cannabis by producing products and services that facilitate use at in-home social events. This ritual of use in a more controlled environment is more accessible for beginners.
Insight - Although the stigma around cannabis has drastically improved in many parts of the world, some consumers are still wary of the ingredient. Creating entirely new rituals for the product increases consumers' comfort levels. This is especially true among health-conscious consumers who value control and customization.
Insight - Although the stigma around cannabis has drastically improved in many parts of the world, some consumers are still wary of the ingredient. Creating entirely new rituals for the product increases consumers' comfort levels. This is especially true among health-conscious consumers who value control and customization.
Workshop Question - How is your industry adapting to the space consumers are making for the emerging cannabis industry?
Trend Themes
-
Creating New Rituals for Cannabis — Creating entirely new rituals for cannabis increases consumer comfort levels and presents disruptive innovation opportunities, especially among health-conscious consumers who value control and customization.
-
Non-alcoholic Cannabis-infused Beverages — With laws currently in place that prevent alcoholic products from being infused with cannabis, brands can take advantage of a disruptive innovation opportunity by creating inventive non-alcoholic beverages.
-
Cannabis-oriented Event Curation Services — Cannabis-oriented event curation services present an opportunity to educate and entertain people on cannabis culture, while helping to liberate cannabis from stigma and highlight appropriate modes of usage.
Industry Implications
-
Beverage Industry — The beverage industry can take advantage of the trend of creating non-alcoholic cannabis-infused beverages to expand their product line and increase revenue.
-
Event Planning Industry — The event planning industry can incorporate cannabis culture into their event curation services to offer a new and unique experience for consumers.
-
Culinary Industry — The culinary industry can take advantage of the trend of CBD-infused cooking oils to offer unique and healthy cooking options for consumers.
