skip to Main Content
44% of cannabis consumers in legal recreational states identify as medical users seeking pain relief, anti-anxiety & sleep aids


High Yield Insights finds nearly half of medical users check CBD levels to make purchase decisions

Chicago—Even in states where recreational use has been legalized, nearly half (44 percent) of cannabis consumers self-identify as using cannabis for medical purposes, including for pain relief (69 percent) and sleep assistance (65 percent), and to manage anxiety (54 percent), according to a new report from consumer behavior experts High Yield Insights.

In a first-of-its kind survey of medical cannabis user behaviors and product preferences, High Yield Insights’ report found medical users are twice as likely to check CBD levels when they purchase cannabis, with 47 percent verifying CBD concentrations versus 25 percent of recreational users. The Medical Cannabis User report also found that medical users express demand for convenient or discrete cannabis product forms, such as edibles, topicals, oils and tinctures. Notably, medical users are twice as likely as recreational consumers to use topicals (22 percent vs 11 percent) and over three times as likely to use tinctures (17 percent vs 5 percent).

“The industry generally understands that the adult use consumer differs significantly from the medical user. We saw an opportunity to quantify this customer segment’s behaviors and preferences in a way to yield deeper understanding and reveal untapped market opportunities,” said Mike Luce, co-founder of High Yield Insights and a 15-year veteran in consumer and market research. “Flower will always play a significant role, but medical users are seeking solutions that feel familiar and accessible. With edibles, we’re seeing a demand for low-dose, fast-onset options that meet users’ needs for discretion and convenience. CBD-focused companies also have an opportunity for growth if aligned with medical cannabis users’ interest in what today are niche product forms.”

High Yield Insights’ report is the first to shed light on micro-level medical industry demographics, product and form preferences. The report provides proprietary intelligence based on exclusive feedback from current medical marijuana users in fully legal states. By limiting results only to current users, the findings best represent the mindset of today’s medical cannabis consumer. In addition to preferences on products, strains and forms, High Yield Insights uncovered valuable data on consumers’ perspectives on the social impact of legalization and associated changes in usage and behavior.

This report is the second installment of U.S. cannabis consumer analysis from High Yield Insights, following on the heels of its widely received Recreational Cannabis Consumer reportLater this summer, the firm will issue the first true deep dives into key cannabis categories with reports on Edibles, Smoking & Vaping, and Topicals. 

For more information, visit 

About High Yield Insights 

High Yield Insights is a Chicago-based market research firm fostering constructive discussions in the cannabis market that produce well-grounded strategic decisions. From consumer behavior and product design to market viability, High Yield Insights provides customers with actionable intelligence and strategic recommendations. Founded by leading executives with 30+ years of combined experience working with consumer brands, pharmaceuticals, retail, and financial services, the firm is the first of its kind to focus on micro-level consumer behaviors and preferences. 

Media Contact:

Natalie Bauer Luce

Bauer Luce & Associates, Ltd.

[email protected]


This Post Has 0 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Recent Stories

First cannabis store with a bar and a bakery under the same roof opens in Illinois

The first store in Illinois to combine marijuana and alcohol sales opened Wednesday in Wheeling, with its owners hoping to make it a place for customers to hang out and…

Curaleaf’s Boris Jordan on Reallocation, SAFE Banking, and Suing New York (Maybe)

Last week, Curaleaf, one of the cannabis industry’s largest multistate operators by any metric, including international footprint, announced the closure of operations in California, Colorado, and Oregon. The subtitle of…

FDA is correct…we absolutely DO need a new Cannabinoid Regulatory Agency…

As any American not living under a rock knows, the US Food and Drug Administration (FDA) is struggling to meet their current responsibilities in any effective or meaningful way. Be…

Can ChatGPT Disrupt the Cannabis Industry?

By Jay Kotzker If you haven’t heard about ChatGPT, the natural language processing artificial intelligence tool that was released at the end of November 2022, now is the time to…

More Categories

Back To Top
×Close search