The type of cannabis you enjoy can be increasingly connected to your age
Mark Twain famously once said, “Age is an issue of mind over matter. If you don’t mind, it doesn’t matter.” However, when it comes to cannabis products it seems that age matters very much – at least in terms of which types of cannabis people enjoy.
Today, overall product preferences for cannabis consumers by age tend to fall into similar categories across most cannabis markets. In general, cannabis consumption preferences evolve over time as people grow older. Younger consumers enjoy a wider variety of cannabis products, with 70 percent reporting they consume both flower and other types of products according to New Frontier Data. However, like a lot of other things in life, folks start to get more particular with their choices the longer they live. For example, according to that same report the number of people who enjoy both flower and other products drops to 60% by ages 35-54 and plummets even further to 35% by age 55.
Here at Deep Roots Harvest, we are focused on providing customers of all generations with the products they most desire. So, we tend to notice who is buying what – and at what age. A glimpse of our most recent sales data shows that Deep Roots Harvest customer preferences tend to follow national trends and provide some interesting reveals into the customer mindset:
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All ages consistently enjoy flower/pre-rolls: Sales for flower and pre-rolls at Deep Roots Harvest stay fairly consistent across age groups, with only about a five percent increase from ages 21 to 65 and older. Taken together, sales of flower and pre-rolls make up about 20% of all sales for 21-24 year olds, but that combined figure increases to about 25% by age 65. As age increases among Deep Roots Harvest customers, sales of pre-rolls start to decline subtly while flower sales increase slightly. Still, this consistency across all age groups signifies that good, old-fashioned cannabis still maintains a consistent place in the hearts of consumers.
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Concentrates are king among the young: Concentrates rule among the youngest Deep Roots Harvest consumers, with use steadily decreasing as age advances. Among the 21-24 age group, concentrates comprise approximately 40% of all Deep Roots sales. But by age 34, concentrate sales drop to about 31% of sales – and by the time folks are ready for retirement, concentrates make up less than 15% of sales.
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Edibles sales start low and gain slowly with age: In stark contrast to concentrates, a preference for edibles starts low among the younger set but slowly gains popularity as age increases. At younger ages, edibles are a mild curiosity making up about 12% of all sales among those aged 21-24. But by age 45, the purchase of edible products soars to almost 30% of all categories. All told, Deep Roots Harvest customers aged 65 and older spend almost four times as much on edibles as our youngest customers. It seems the old edibles adage to “start low, go slow” applies to more than just dosing!
As we continue to expand product lines and introduce new options for consumers, we at Deep Roots Harvest fully expect for product preferences to continue to change and evolve. A good example can be found in the ongoing expansion of the edibles category, which continues to add new combinations of cannabinoids, flavors and potency to intrigue new consumers. In addition, the concentrates category continues to innovate and attract new consumers every day. Today, consumers do not need to feel confined to one type of product or desired effect, and our sales data reflects that reality. If there’s a product innovation you would like to see – or if you have questions about the benefits of different products, please feel free to ask us on your next visit!
