New Study Examines Generational Appeal of Food and Beverage Products Containing Cannabis Ingredients
Chicago, June 4, 2019 - A new study from Culinary Visions® examines consumers' knowledge, attitudes and preferences toward a variety of food and beverage products made with cannabis ingredients. The study finds that while younger consumers are significantly more interested in trying cannabis-infused goods, older consumers are still open to trying these products in a functional or medical context.
For consumers over 55, the hesitation may be health-driven, but interestingly enough, health concerns may exactly be what ultimately convince this demographic to give cannabis-infused products a shot," said Sharon Olson, Executive Director of Culinary Visions. "When it came to considering these products for medical reasons, consumers over 55 were more receptive, with a majority stating that they were interested in trying these products for the purpose of pain relief, anxiety treatment or as a sleep aid."
The research revealed a striking gap in interest in purchasing cannabis-infused food and beverage products between consumers ages 21-34 and consumers ages 55 and older, with consumers ages 35-54 bridging the middle. While 57% of those ages 21-34 said they were interested in consuming cannabis-infused products for recreational use, only 40% of those ages 35-54 and 27% of those ages 55 and older agreed with the same statement.
When asked to consider cannabis ingestion for medical use, however, consumers over 55 were much more willing to consume. Fifty-six percent of those ages 35-54 and 51% of those 55 and older said they were interested in consuming cannabis-infused products for medical purposes. As for younger consumers ages 21-34, their already favorable outlook surged to 66%.
Baked goods such as brownies and cookies reigned supreme as the most popular cannabis-infused product among consumers of all ages. The top product concept categories included:
- Baked goods
- Ages 21-34, 63% interested in trying
- Ages 35-54, 49% interested in trying
- Ages 55+, 34% interested in trying
- Ages 21-34, 62% interested in trying
- Ages 35-54, 46% interested in trying
- Ages 55+, 28% interested in trying
- Non-Alcoholic Beverages
- Ages 35-54, 42% interested in trying
- Ages 55+, 27% interested in trying
- Ages 21-34, 41% interested in trying
- Ages 35-54, 17% interested in trying
- Ages 55+, 10% interested in trying
The study also indicated that further educating consumers on the potential benefits of these products may be the best way to reach an expanded demographic, with 50% of all consumers agreeing that they would feel more comfortable buying cannabis-infused products if they could speak to a knowledgeable sales representative.
About the Survey
The Culinary Visions® Cannabis Products Project was created to anticipate product development trends and reveal insights on the future of cannabis in the food industry by surveying 2,000 consumers. This study is unique in that it focuses on food and beverage applications of cannabis ingredients. This comprehensive report explores consumers' interest in various cannabis-infused products and cannabis-related experiences in retail and foodservice venues, while also gauging consumer knowledge and motivations.
For more information on this project or to purchase a copy of the full report, contact [email protected].
About Culinary Visions®
Culinary Visions® is a food-focused insights and trends forecasting practice that studies a wide range of culinary topics important to consumers and food industry professionals. Culinary Visions is a division and registered trademark of Olson Communications, Inc. headquartered in Chicago, Illinois. Olson Communications is certified as a Women's Business Enterprise by the Women's Business Enterprise National Council (WBENC). For more information on Culinary Visions, please contact by email [email protected] or phone at 312.280.4757.
Susan Regal Wagner