A New Era of Cannabis: What You Need to Know About the Growing Popularity Among Americans


A New Era of Cannabis: What You Need to Know About the Growing Popularity Among Americans

The Growing Popularity of Cannabis Among Americans: Insights from New Frontier Data

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The cannabis industry has seen tremendous growth over the years, and the latest report from New Frontier Data is proof of this. The report, called Cannabis Consumers in America 2023: Part 1, reveals some interesting facts and trends about today’s cannabis consumers. According to the report, over 42% of American adults have used cannabis and plan to use it again, indicating widespread acceptance and receptiveness towards the plant. This article will take a deep dive into the study’s findings and explore the reasons behind the growing popularity of cannabis among Americans.

Cannabis Consumers in America 2023: Part 1

The survey was conducted in Q1 of 2023 and involved 5,534 participants, which was divided into 4,358 cannabis consumers and 1,176 non-cannabis consumers. The report analyzes a wide range of demographics, trends, and preferences of cannabis consumers. The study shows that the cannabis user base is diverse and spreads across age groups, genders, economic brackets, and political affiliations.

Current Usage Statistics

According to the survey, 37% of American adults are considered to be “current consumers” who consume cannabis annually and plan to do so in the future. Meanwhile, 30% of Americans have never used cannabis and don’t intend to do so. Interestingly, 15% of Americans have never tried cannabis but are interested in trying it in the future, while 13% are former consumers who no longer use the plant.

Changing Trends

In comparison to the 2022 analysis of American consumers, the study reveals that the number of current consumers has increased from 39% in 2022 to 42% in 2023. For those who have never used cannabis and don’t intend to, the number has dropped from 34% in 2022 to 30% in 2023. The survey also reviews results from participants of different age ranges being asked about their past month of cannabis use between 2017 and 2021. Since 2017, the percentage of adults between 18-20 has decreased by 8% and increased by 20% for those 21-25. Some of the biggest increases in that four-year period included adults ages 65+ with a 96% increase, and adults ages 40-44 with a 64% increase.

Legalization and Popularity of Cannabis Products

Approximately 74% of people in the U.S. live in a state with some kind of legal framework, and 48% live in an adult-use state while only 26% reside in a state with only medical cannabis. In terms of product popularity, 2022 data from legal cannabis markets show that flower still dominates most product share of sales with 43%, followed by vapes at 29%, edibles (including beverages) at 11%, and extracts at 9%. Tinctures, topicals, or “other” all reflect 1% or less of product share.

Demographics of Cannabis Consumers

The race or ethnic identity is mainly broken up between white (63%), Hispanic/Latinx (14%), Black (14%), Mixed/multi-racial (4%), Asian (3%), and Other (2%). Currently, a majority of consumers are men at 54% and women at 46%.

Reasons for Using Cannabis

Participants showed that 70% of consumers use cannabis to target a specific objective. A majority of consumers, about 83%, use cannabis for “unwinding (relaxation, stress, or anxiety)” and 61% use it for improved sleep. Most consumers use cannabis while watching videos, television or movies at home (56%), listening to music (52%), sleeping (45%), browsing the internet (37%), eating (36%), spending time with family/partner (35%), socializing (33%), playing video games (32%), and doing housework or chores (30%). Under 30% includes activities such as cooking, having sex, spending time in nature, and drinking alcohol.

Most medical cannabis consumers use it to treat diagnosed conditions such as chronic pain (46%), migraines (21%), PTSD (17%), and osteoarthritis (10%). The average consumer typically uses cannabis for symptoms such as pain (64%), anxiety (55%), depression (41%), insomnia (40%), and inflammation (28%). Ninety-four percent of consumers say that their medical conditions or symptoms improved after consuming cannabis.

Preferences for Cannabis Products

According to the survey results, 77% of flower consumers say that strains are important, while 47% are more interested in minor cannabinoid and terpene profiles. “Despite recently increased industry focus on minor cannabinoids and terpenes, most consumers still use strains to make decisions,” New Frontier Data stated.

For consumers who prefer edibles, gummies lead by a large margin at 84% for most common edible, followed by 50% who enjoy cookies or brownies, 42% choose chocolates, and 22% prefer beverages. Most consumers who choose edibles will consume 2-4 mg (14%), 5 mg (18%), or 10 mg (17%).


The cannabis industry is experiencing tremendous growth, and the latest report from New Frontier Data highlights some exciting trends and insights into the cannabis consumer market. With more than 42% of American adults having used cannabis and planning to do so again, and another 15% expressing interest in trying cannabis in the future, acceptance and receptiveness continue to grow, creating massive opportunities in both new and emerging markets. It’s clear that the cannabis industry will continue to play a significant role in the American economy, and we can expect to see more research and development in the future.


  1. Is cannabis legal in all 50 states? No, cannabis is not legal in all 50 states. However, approximately 74% of people in the U.S. live in a state with some kind of legal framework.
  2. What are the most popular cannabis products? The most popular cannabis products are flower, vapes, edibles (including beverages), and extracts.
  3. What are the most common reasons for using cannabis? The most common reasons for using cannabis are relaxation, stress relief, anxiety relief, and improved sleep.
  4. What are the most common medical conditions treated with cannabis? The most common medical conditions treated with cannabis are chronic pain, migraines, PTSD, and osteoarthritis.
  5. What is the average dosage of edibles consumed by most consumers? Most consumers who choose edibles will consume 2-4 mg, 5 mg, or 10 mg.