Partners + Napier Releases New Report Identifying Athletes as Next Frontier for Cannabis Marketing
Cannabis is a $100 billion industry in the United States, with $33 billion in sales and 520,000 full-time employees, with that number set to grow exponentially as more people realize how cannabis can play a role in relieving anxiety, managing pain, improving focus, recreation, and so much more.
Partners + Napier’s new report, “Hidden In Plain Sight: The Untapped Cannabis Consumer” sheds light on a high-value but potentially overlooked audience for the category: athletes who do not currently use cannabis. By studying what current cannabis users and non-users have in common, as well as non-users’ barriers to entry, it became clear that this non-user athlete audience could be a new frontier of growth for the cannabis category. They have strong buying power, their interests align with the benefits of cannabis use, and their barriers are easy to overcome.
- In examining current cannabis consumers, there is a large cohort (5.6 million people) who exercise several times per week and use CBD.
- There are 53 million athletes (individuals who work out 2+ times per week) who share many of the same behaviors and characteristics as their cannabis-using counterparts, but have not yet tried it.
- Common reasons that the non-user athlete audience cite for why they have not yet tried cannabis are that they did not know enough about how to use it, and/or they are concerned about its impact on mental and physical health. These barriers can be overcome by education and trial with edible products.
For a complete breakdown of the marketing opportunity, as well as behaviors, preferences and demographics on this Athletes Among Us audience, download the full report.