Cannabis users who choose Vape as their most preferred a consumption method account for 13.8% of the total user base, according to the Spring 2018 Cannabis Consumer Buying and Use Habits study. These Vape users tend to be younger than the overall user base. 11.8% of users reporting actually purchasing Vape products in the last 12 months. Vape is the third most purchased category, following Flower and Edibles, by cannabis consumers.
About one-third of users reported purchasing just one category during the last 12 months. Among these users, Vape was the preferred consumption method for 8%. This rate is lower than the 13% of the total users reporting Vape as their preference.
“This dynamic, with Vape being preferred at a higher rate by users who shop multiple categories shows a couple of interesting trends,” said Andy Kerrigan, founder of GreensData. “The basic trend is simply cross-shopping as the nature of Vape. Vape users can purchase Vape, Flower and Concentrate and still be vaping. However, the data also suggest Vape consumers are less likely to be the ‘exploratory’ consumer trying cannabis for the first time. Instead, Vape consumers have used different consumption methods and are seeking this newer means of use.”
For cannabis consumers purchasing only two categories in the last 12 months, 23% purchased Vape and another category. Edibles were most commonly included as the secondary category for Vape consumers. 14% of two-category users purchased Vape and Edible.
When customers purchased Vape and another category, that secondary category was most frequently Edibles. Edibles attached to a large number of categories, but pairing with Vape suggests that these consumers are more likely to purchase
While 5% of cannabis users with a prescription preferred Vape, these same users account for 18% of the total vape-preferring cannabis consumer. With 30.5% of users reporting a prescription, Vape users are somewhat less likely to be a medical user.
Vape manufacturers soft on unaided awareness
When exploring consumer awareness, brands producing some type of Vape product garnered 7% of unaided brand awareness mentions in the report. Willie’s Reserve saw the largest number of mentions for any brand actively playing in the Vape space. Dosist, O.Pen, and Pax all saw a single mention in unaided brand awareness.
Vape most popular with younger consumers
Vape sees its popularity as a preferred consumption method peak at 12.6% of the youngest user group. Interestingly, Vape preference decreases to 7.9% of 30-44 users, before increased to 11.0% of 45-60 year-olds.
“Vape remains more popular with younger cannabis consumers,” continued Kerrigan. “They are generally more technically-inclined than older generations, which will help lower bowers to category trial. With 45-60 year-olds seeing a higher preference rate than 30-44, it seems possible the health benefits of vaping instead of smoking might be appealing to this older demographic. It will be up to the Vape manufacturers to continue convincing older users to try vaping, while also educating that specific user on the use and benefits of the product and category.”
About the Cannabis Consumer: Buying and Use Habits report
The study, conducted Feb. 16-22, 2018, asked over 1,200 people in the western U.S. about their cannabis use and purchasing habits and preferences. Respondents in California, Oregon, Washington, Nevada, and Colorado were asked about their use and purchase frequency, as well as, preference around type and method for cannabis consumption.