When people go shopping for cannabis edibles they're thinking about food, not weed.
Cannabis consumer research firm High Yield Insights has published a new report on the tendencies of the typical consumers of cannabis edibles. They found that people who prefer edibles to other popular forms of consumption, such as smoking a joint, are a significantly different market for the cannabis industry to target.
First of all, consumers who prefer edibles shop for them in the same way they would their grocery orders. For people that buy flower, price point is often the single most important thing driving their purchasing decisions. While price is still a factor for fans of edibles, two-thirds of them cited food preferences and flavors as just as important as cost.
The edibles consumer also tends to use cannabis about once a month, or less and have been consuming cannabis for less than 5 years. Additionally, most of them are female with post-secondary education and high incomes. Edibles consumers are just as likely to be a recreational consumer as a medical patient.
It just goes to show that there are many different kinds of people who enjoy cannabis that don't fit the stoner stereotype.