Enlucem, a strategic brand consultancy currently advising startups in the cannabis space, announced today the results of a detailed consumer study of Californians’ attitudes toward marijuana products.

Results of the 800-person survey found that the market potential for medical marijuana and other future cannabis products in California is staggering – between 15 million and 21 million adults over 21 years of age. While 39% of Californians already use cannabis, another 44% are non-users interested in trying it now that it’s recreationally legal. Last November, California’s legislature legalized cannabis in a state where nearly 1 in 8 Americans live.



“These new potential customers are different than current users. They represent a different demographic, they favor alternative formats to smoking, and look for different cannabis benefits,” notes Ana Hory, CEO of Enlucem.

Key findings of the research include:

83% of California residents are willing to try or use Cannabis 54% of them are female, 54% are 40 years of age or younger, 40% have kids living in the household and most have incomes over $90,000

Consumers’ top health issues that medical marijuana can alleviate include Pain (58%), Stress (54%) and Insomnia (49%)

Cannabis brand awareness remains very low (49% didn’t know any brands)

Most consumers are interested in edible (62%) and topical products (44%), though heavy users (use daily or almost every day) still prefer smoking (75%)

The large majority of survey respondents use or plan to use medical marijuana, while a smaller group will use cannabis recreationally

Five unique persona segments have been identified for brand targeting

Hory’s motivation for the study was driven by cannabis benefits such as improved health and mental well-being. It’s a view shared by Jordan Tishler, MD, a Harvard Medical School graduate and founder of inhaleMD, a Massachusetts doctors group focused on medical marijuana access.

“I find cannabis to be very helpful to patients with chronic pain, insomnia, anxiety and depression, and anorexia. In many cases, cannabis is more successful than conventional medications, with fewer side effects,” says Tishler.



The study’s results came as a welcome surprise to Tripp Keber, co-founder and CEO of Dixie Brands, a large manufacturer of cannabis products in Colorado, with presence in California via a licensee.

“We see California as a key market for us, but it is one that clearly needs more data and research on how best to serve its massive consumer base. Enlucem’s research is some of the first and only comprehensive data we have seen coming from California and we look forward to gaining more insight into the next frontier of adult use cannabis.”

For more information about the study, contact Ana Hory at info@enlucem.com.

For more cannabis business coverage, visit the MJ News Network.

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