New data from market research company Brightfield Group confirms 2021 has been a positive year for the cannabis industry, with new U.S. states legalizing the substance, plus other countries across the world considering cannabis reform, from Mexico to Germany.
Thanks to the industry’s growth and the effects of the pandemic, Brightfield Group is outlining opportunities in occasions of use for the substance.
Cannabis use during the following occasions has maintained, giving brands opportunity to innovate:
- Relaxing at home
- Hanging out with friends at one of our homes
- Just after waking up
- Taking care of home duties
- Before/while playing video games
While, Q2 to Q4 2020 (the first nine months of the pandemic) compared to Q1 to Q3 2021 (the most recent nine months of the pandemic), shows there has been little change in occasions of cannabis use, most occasions continued to see slight increases from 2020 to 2021. So, what does this mean?
“Now is a great time to diversify (brands’) product positioning,” Brightfield Group reports. “With more occasions of use comes more ways to fit into a consumer’s life.”
Though simple “relaxation” is still a popular occasion, there are plenty of other reasons people are using cannabis and occasions that brands and retailers alike should be aware of.