By Max Sargent

Key Points

  • The legal US cannabis market is projected to reach $45 billion by 2027[1].
  • What per cent of Americans smoke weed? Nearly half of Americans (47%)[2] have tried cannabis.
  • Cannabis use spans diverse demographics, driven by legalization and shifting cultural attitudes.
  • Changes in accessibility and consumption patterns are transforming cannabis into a mainstream phenomenon.
  • Women are the fastest-growing demographic of cannabis users[3].

Cannabis is no longer the preserve of stoners illicitly procuring and smoking their herb. It has evolved into a diverse industry catering to a wide array of consumers, including professionals, parents, and older adults, each seeking different benefits, ranging from relaxation and recreation to general well-being. These days, it’s pretty mainstream.

But how and why are demographic trends related to cannabis use changing? In this article, we’re exploring demographic shifts in cannabis use and looking at cannabis consumer data to understand what the future might hold.

In the last decade or two, the Western world, in particular, has seen a significant shift in how cannabis is viewed, both legally and socially. This shift is rooted in broader societal changes, including increasing advocacy, public awareness campaigns highlighting its potential benefits, and a growing push for criminal justice reform. Once an enemy in “the war on drugs”, cannabis is now legal in numerous states in the US, legal nationwide in Canada, Uruguay, Germany, and Thailand (among others), and decriminalised in Spain and Portugal.

Social views certainly drove this change, but the legal shift has also precipitated a large change in how the general public views cannabis—not just in the countries where it’s legal, but across the world. Even where cannabis remains illegal, it is spoken about and consumed much more openly than it was even 10 years ago.

More and more people are using cannabis today. Truth be told, large numbers of people have always used cannabis, but it’s becoming quite normalised. For instance, 79% of Americans now live close to a dispensary, and 88% support legalization. Twenty years ago, this would have been unthinkable.

Legalization Milestones in the Last Decade

Over the last decade, the following milestones represent some of the biggest changes in cannabis legislation:

  • The US has seen over 20 states legalize recreational cannabis since 2013, with states like New York and Illinois becoming key markets.
  • Canada legalized recreational cannabis in 2018, setting a precedent for other countries.
  • In 2022, Thailand became the first Asian country to decriminalise cannabis, reflecting global momentum.
  • Germany’s 2024 legalization of recreational cannabis positions it as Europe’s largest market.

These developments demonstrate that legalization is no longer confined to North America and parts of Europe. As more countries assess the social and economic impacts of legal cannabis, the global map of legality is likely to expand further. In addition to the financial benefits, legalization has allowed for more regulated production, improved quality control, and a decrease in the stigma surrounding cannabis users.

How Legalization Impacts Consumer Behaviour

Legalization helps to legitimise cannabis and therefore directly affects consumer behaviour. By destigmatising cannabis use, legalization has led to more first-time users, as those who would have been put off due to fear of legal reprisal now have nothing to worry about. These users include individuals seeking alternatives to traditional wellness products as well as those exploring cannabis out of curiosity in a controlled and safe environment. What’s more, dispensaries make cannabis more accessible and the process of sourcing it safer, encouraging still more people to try it.

The result? Apart from more people using cannabis, tax revenue has rocketed! In 2024, cannabis-related tax generated $20 billion globally[4], funding public health and education initiatives. Furthermore, with a more open conversation surrounding cannabis, whole industries have appeared around other cannabis-derived compounds such as CBD, creating new jobs and new trends. For instance, the beauty industry has adopted CBD into skincare and wellness products, further diversifying its consumer base.

Ways of using cannabis

Demographics Shaping Cannabis Consumption

Marijuana use demographics are changing, and these changing demographics are in turn shaping how cannabis is grown, marketed, and consumed. Gone are the days when the only ways to consume cannabis were spliffs and bongs! The introduction of edibles, oils, tinctures, beverages, and even infused snacks has widened the appeal of cannabis to non-smokers.

In the Western world, cannabis has traditionally been a male-heavy pursuit—often among younger to middle-aged men. However, it now has a much broader appeal, and more diverse groups of people are using it.

While women have, of course, always used cannabis, they have accounted for a relatively small number of users. Not so anymore. Women have a tendency towards non-smoking methods of consumption such as edibles and tinctures, which is changing the way cannabis is produced and sold. Marketing campaigns now focus on themes of self-care and empowerment, resonating with this demographic. Cannabis yoga classes, infused spa treatments, and wellness retreats are just a few examples of how cannabis is being tailored to women’s lifestyles.

It is also becoming increasingly popular with older adults. Some of these are people who have continually used cannabis since earlier adulthood, but others have come to it more recently. Many in these groups use cannabis in the hope of improving well-being, such as managing discomfort or aiding sleep, and some just want to relax. The introduction of CBD products, which lack the psychoactive properties of THC, has been instrumental in this demographic shift. CBD oils and topical creams are particularly favoured by older adults looking for non-invasive methods to enhance their well-being.

Finally, Gen Z are now of an age to consume cannabis, and they are flocking to it for recreational purposes. As a generation, they have spurned smoking in favour of vaping, and this remains true for cannabis as well as tobacco. Gen Z consumers are also particularly interested in sustainability, pushing for eco-friendly packaging and organic growing practices in the cannabis industry.

The Rise of New Cannabis Users

While many first-time users are coming to cannabis for recreational purposes, an increasing number are drawn to it for wellness-related reasons. This is especially true of older adults and women, though it affects a segment of all demographics.

Cannabis use in diverse populations is also growing, although these statistics are slightly different and follow different patterns; certain cultural groups have their own attitudes towards cannabis, which are not so easily swayed by the legality (or illegality) of this plant. For instance, in some Asian and Middle Eastern communities, traditional taboos surrounding cannabis persist despite its growing global acceptance. However, targeted education campaigns and the rise of medical cannabis may gradually shift these perceptions.

What is the fastest-growing demographic of new cannabis users? Women, it seems. Their demand for discreet, convenient, and wellness-oriented products is reshaping the industry, encouraging companies to innovate and expand their offerings.

Cannabis Consumption Patterns by Age Group

Below, we’ll break down different demographics who use cannabis, and look at how and why they are doing so.

Younger Generations and Recreational Trends

Younger people account for the majority of cannabis sales in the US. Millennials are by far the single biggest age-based demographic, accounting for 46.2% of all cannabis sales[4]. Gen Z, in comparison, accounts for a mere 11.3%. However, as they become older, their share is increasing year over year.

Teens, on the other hand, at least if statistics are correct, seem to be using cannabis less than they were, say, a decade ago. There are different theories as to why this may be the case. Some suggest that better education means people are waiting longer to try it, while others suggest that by legalizing cannabis and controlling whom it may be sold to, it’s actually harder for teenagers to access it compared to when it’s illegal. Stricter enforcement of age restrictions in dispensaries and a focus on responsible consumption may also contribute to this decline.

Baby Boomers and Wellness-Oriented Use

Boomers are the fastest-growing demographic for wellness-related cannabis products[5], such as topicals, tinctures, and CBD products. Many in this age group are turning to cannabis as a gentler alternative for managing discomfort or addressing issues such as insomnia. The non-intoxicating properties of CBD, in particular, appeal to those wary of psychoactive effects. Compared to Gen Z, Boomers spend 5.5 times more money on wellness products. Educational outreach tailored to this demographic has also helped to demystify cannabis, fostering trust and interest.

Gender Differences in Cannabis Use

While the gender gap is certainly narrowing, men still account for the majority of cannabis sales. When it comes to recreational use, men certainly still dominate. However, for wellness-related cannabis sales, the gap is much narrower. All this being said, the number of women using cannabis recreationally is steadily increasing too. This is likely to increase in the years to come, as they are a lucrative and largely untapped target market for cannabis producers, and more and more products and campaigns are being designed with them in mind.

Gender differences in Cannabis use

There are still significant differences in usage trends between various ethnic and cultural communities. Studies suggest that this is due to the specific attitudes towards cannabis within certain communities, which are not necessarily in line with the official legal ones.

Still, it seems that minority communities in both the UK and US are becoming more accepting of cannabis, for varying reasons. In the industry, initiatives promoting minority representation are gradually including more people of colour and those from various backgrounds, which will likely have a knock-on effect regarding which members of society choose to consume cannabis. Additionally, social equity programmes aimed at addressing historical disparities in cannabis-related arrests and convictions are paving the way for more inclusive participation in the industry.

Medical vs Recreational Use

The use of cannabis for non-recreational purposes is on the rise, with a particular rise in medical cannabis usage trends. While proponents have highlighted the potential wellness uses of cannabis for years, it’s only recently that the plant has gained wider recognition in this regard. This is true of THC, but is most obvious with the rise of CBD and the whole culture surrounding it.

It is estimated that around 1.4 million adults in the UK[6] consume cannabis for wellness-related reasons. While CBD has captured headlines in recent years, many users prefer THC-rich cannabis for similar purposes, including to support recovery or relaxation. The trend towards microdosing THC products also appeals to individuals seeking the potential benefits of cannabis without significant intoxication.

Who Is the Target Audience for Cannabis?

People from essentially all groups consume cannabis for all manner of reasons; the potential audience is as diverse as humanity. That being said, from a business perspective, there are specific demographics that are regularly targeted. These include:

  • Younger adults
  • Older adults
  • Women
  • Medical and wellness users
  • Recreational users

We can be almost certain that this list will evolve and grow over the coming years as cannabis (hopefully) becomes legalized in even more countries and more individuals and communities become open to trying it. As research continues to uncover new applications and benefits, the industry is poised to attract an even broader range of consumers.

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Privacy Policy - Royal Queen Seeds

To ensure a safe online environment and guarantee adequate data protection, we strictly comply with all legal requirements. In this privacy statement, we provide information about how and for what purpose data is collected, safety measures, storage periods and contact details.


COMPANY NAME: SNORKEL SPAIN, SL (hereinafter ROYAL QUEEN SEEDS)

C/ Vilar d'Abdelà, 5 (nave 1) CP: 08170 de Montornès del Vallès

+34 937 379 846

support@royalqueenseeds.com


The present Privacy Policy sets out the terms on which we will treat personal data at ROYAL QUEEN SEEDS; this includes any personal data collected through our website https://www.royalqueenseeds.com/ as well as any other data we process in the course of our business activities.

ROYAL QUEEN SEEDS collects the following personal data for the purposes listed below:

SECTION 1 – PERSONAL INFORMATION WE COLLECT

1.1 Account purchases

Account purchases can only be made if you are in possession of a personal account. When you create an account or purchase something from our shop, as part of the buying and selling process we collect the following personal information that you provide to us:

This information is required for delivery. In addition, when you browse our shop, we automatically receive the Internet Protocol (IP) address of your computer. Based on this information, we can optimise your online experience and at the same time protect our online environment.

Purpose of data collection

We collect and store account-related data for the following purposes:

(a) to carry out obligations arising from any contracts between you and us, and to provide you with information, products and services that you may request from us;

(b) to set up, manage and communicate with you about your account and your orders;

(c) to conduct market research and analysis;

(d) to confirm your age and identity, and to detect and prevent fraud.

1.2 Newsletters

With your explicit permission, we may send you newsletters about our shop, new products and other updates. We send newsletters based on your explicit consent. In the event that you purchase a product, and in accordance with current regulations, we may send you commercial communications in accordance with the legitimate interest of our company, always about products or services similar to those you have purchased or contracted. In any case, you may exercise your right of opposition through the channels announced in this Privacy Policy. The following information is collected in relation to the newsletter:

We do not need to know the sex of the person in order to send the newsletter (data minimisation: by law we must ask for data that is strictly necessary to provide the service, and in this case knowing the sex is not necessary to send the newsletter).

Purpose of data collection

The data collected is used to:

(a) personalise our emails, including your name and gender;

(b) provide gender-specific content.

You can withdraw your consent at any time by using the link provided in the newsletter or the contact information provided in section 2.

1.3 Customer service and contact form

In order to provide appropriate support, our customer service employees have access to information related to the account. Consequently, their support will be highly effective and friendly. The data provided in our contact form is used by our CRM provider, SuperOffice. We will only use your details to respond to your message.

SECTION 2 – LEGITIMATE INTEREST

If you have purchased any of our products, please note that we may process your personal data for promotional purposes, based on Royal Queen Seeds' legitimate interest only to offer you products or services from our company and about products or services similar to those you have purchased. You may exercise your right to opt out of future messages by the means set out in this Privacy Policy or through any notification you receive.

2.1 How do you withdraw consent?

If you change your mind, you can withdraw your consent for us to contact you for the purpose of collecting, using, or disclosing your data at any time by reaching out to us at: support@royalqueenseeds.com.

SECTION 3 – DISCLOSURE

We may disclose your personal information if we are required to do so by law or if you breach our Terms of Service.

SECTION 4 – HOW LONG DO WE KEEP YOUR DATA?

At Royal Queen Seeds, we will not retain your data for longer than is necessary for the purposes described in this Policy. Different retention periods apply for different types of data; however, the longest period we will normally hold any personal data is 10 years.

4.1 Account information

Data relating to the account remains relevant for as long as the consumer is in possession of an account. Therefore, the data remains documented for as long as the account exists. When our customers delete an account, the associated data will be deleted within a reasonable period of time. Requests regarding the inspection or correction of stored personal data or the deletion of an account can be sent to support@royalqueenseeds.com.

4.2 Newsletters

In the event that you give us your consent to inform you about our products or services, we will keep your data until you express your wish not to receive any further communications from us. However, we regularly (every month) carry out a relevance check. Registered customers (and their personal information) will be deleted whenever customers do not reply to our request. In addition, our newsletter mailing has an opt-out feature. Consumers can withdraw their consent by using this opt-out feature.

SECTION 5 – COOKIES

Cookies are small information files that notify your computer of previous interactions with our website. These cookies are stored on your hard drive, not on our website. Essentially, when you use our website, your computer displays its cookies to us, informing our site that you have visited before. This allows our website to function more quickly and remember aspects related to your previous visits (such as your username), making your experience more convenient. At Royal Queen Seeds, we use two types of cookies: functional and analytical.

5.1 Functional Cookies

Functional cookies are used to enhance your online experience. Among other things, these cookies track what is added to your shopping cart. The use of these cookies does not require prior authorization.

5.2 Analytical Cookies

Analytical cookies are used for research and market analysis. The data collected with these analytical cookies is anonymous, making it unusable for third parties. The use of these cookies does not require prior authorization.

SECTION 5 – THIRD-PARTY SERVICES

Third-party services are required to conduct transactions and provide our services. In general, the third-party providers we use will only collect, use and disclose your information to the extent necessary to enable them to perform the services they provide to us.

However, certain third-party service providers, such as payment gateways and other payment transaction processors, have their own privacy policies regarding the information we must provide to them for your transactions.

We encourage you to read the privacy policies of these providers so that you can understand how these providers will handle your personal information.

In particular, certain suppliers may be located or have facilities located in a different jurisdiction than yours or ours. Therefore, if you choose to proceed with a transaction involving the services of a third party, your information may be subject to the laws of the jurisdiction in which that service provider or its facilities are located.

Once you leave our website or are redirected to a third-party website or application, you are no longer governed by this Privacy Policy or the Terms of Service of our website.

Web analytics service (anonymous data)

On this website we have integrated an element of a web analytics service (with anonymisation functionality). Web analytics can be defined as the gathering, processing and analysis of data about the behaviour of visitors to websites. An analytics service collects, among other things, data about which website a person came from (the so-called referrer), which sub-pages they visited or how often and for how long they visited a sub-page. Web analytics is mainly used for website optimisation and for a cost–benefit analysis of internet advertising.

Courier service

To complete deliveries we use a courier service. This courier service carries out the delivery between our company and the consumer's home. To complete these logistics, the company requires access to the consumer's name and address information.

Mailing service

Royal Queen Seeds uses a third-party mail service provider to send its newsletter. This provider has access to limited account information related to opt-in consent (e.g. email address).

Marketing services

Royal Queen Seeds has the support of a company that specialises in marketing and communication activities. Their access to personal information is very limited and mostly anonymous.

Payment services

At Royal Queen Seeds we use external payment services to handle our transactions (e.g. credit card payments).

SECTION 6 – SECURITY

To protect your personal information, we take reasonable precautions and follow industry standard best practices to ensure that it is not inappropriately lost, misused, accessed, disclosed, altered or destroyed.

If you provide us with your credit card information, the information is encrypted using secure socket layer technology (SSL) and stored using AES-256 encryption. Although no method of transmission over the internet or electronic storage is 100% secure, we follow all PCI-DSS requirements and implement additional industry standards that are commonly accepted. Information related to the account is protected with a hashing method. This method transforms the information into a generated hash. As a result, confidential information is protected and invisible, even to us. In addition, our databases are exceptionally protected against unauthorised access. For example, access to the database is only possible and permitted via approved IP addresses (e.g. from Royal Queen Seeds headquarters). Other attempts and addresses are rejected at all times.

Furthermore, data is anonymised as much as possible, so it cannot be directly linked to a specific consumer. With this data, however, we may be able to carry out market research and analysis. In addition, the third parties concerned (e.g. mailing service) are examined prior to our collaboration, comply with the GDPR from the EU and receive a processing agreement. Within Royal Queen Seeds, employees are assigned different access permissions. Specific permission provides access only to information that is strictly required to perform a task. Digital security measures are subject to change and must meet high requirements to ensure the safety of online customers. That is why, at Royal Queen Seeds, we appoint a security officer. Regular verification and improvement of security measures (where necessary) are part of the role.

SECTION 7 – CHANGES TO THIS PRIVACY POLICY

We reserve the right to modify this Privacy Policy at any time, so please check back regularly. Changes and clarifications will be effective immediately upon being published on the Website. If we make substantial changes to this policy, we will notify you here that it has been updated so you will know what information we collect, how we use it and under what circumstances, if any, we use and/or disclose it.

SECTION 8 – YOU HAVE THE RIGHT TO: