The study looks at how the use of cannabis is impacting consumption in key food and beverage categories in key markets.

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 legalised. 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: 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 legalised 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

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 legalised 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.

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.

Savory Snacks and Chocolate & Confectionary

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.

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.

Questier adds: “The top-line results from this indicative study show 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.”

Free sample pages from the “Hot Topics Report: Impact of cannabis use on consumption in key markets”, are available here

^*Source: Pew Research Centre: here

Tate & Lyle PLC, a world leader in ingredient solutions for healthier food and beverages, is delighted to be supporting a new three-year research project by The University of Aberdeen’s Rowett Institute which aims to improve the understanding of the UK food system and help people experiencing food insecurity and living with obesity make healthier, more sustainable food choices.

The University of Aberdeen’s Rowett Institute has been awarded £1.6m funding from UK Research and Innovation (UKRI) and the Biotechnology and Biological Sciences Research Council (BBSRC) to carry out the project, which will investigate how issues around poverty, food insecurity and obesity may affect shopping habits.

The data will be gathered from participants from across the UK who will be sharing their experience of living with food insecurity and obesity, and also working with a large UK retailer to study the shopping habits of around 1.6m consumers.

The three-year study will bring together a panel of consumers, policy makers, charities, food and drink producers, processors, and retailers, as well as expert academics to advise, co-develop and test strategies that can support future transformation within the UK food system. The results of the research will be made publicly available at the end of project.

As part of the project, and as the only food and drink ingredient solutions supplier on the panel, Tate & Lyle will provide industry insight on reformulation, as well as share their expertise on nutrition.

Dr Kavita Karnik, Global Head, Nutrition & Regulatory Affairs at Tate & Lyle, said: “We are delighted to be able to offer our guidance, expertise and know-how for this important piece of research.

“We are a science-led organisation which helps big and small brands all over the world make food and drink healthier and tastier. Driven by our purpose of ‘Transforming Lives through the Science of Food’, we believe this research is essential to better understand food systems in the UK and provide real-world strategies of how dietary inequalities can be addressed within the food retail sector in an environmentally friendly way.”

Professor Alexandra Johnstone, Rowett Institute, added: “With the cost-of-living crisis it is only going to get harder for people to make healthy food choices, particularly those who are living with obesity and food insecurity. This is a vital piece of research, and we are very much looking forward to working with this excellent team on this extremely important topic.”