The Gist: The potential marijuana user is a very different consumer than you’d expect.

Ask an average American what a marijuana user looks like, and I’m sure you’ll get a similar response across the board. While characters consuming cannabis are prevalent across the media, its users are thought of as the stereotypical Cheech and Chong-type.  

But, as marijuana transitions from an illegal substance to one medically and recreationally legal in many states, will we see a transformation in the typical user?

While pop culture is serving us the forgetful stoner, our data tell a different story. As marijuana legalization rolls out, it’s heralding in a new type of user, one dramatically different from the basement dwelling bong-rippers of yore.

How do we know these new marijuana users? They’re respondents who indicated they’d be more likely to try marijuana, either in a recreational or medical capacity.

While not essential to the narrative, it’s worth pointing out that 33% of US Adults are at least considering using marijuana, if not already imbibing (toking?), which is in no way an insignificant number.

24% of US Adults are more likely to try marijuana as laws become less restrictive.

Potential Users Compared to Uninterested Adults

Based on comparison to the rest of the population, as well as current marijuana users, potential users look to be a whole different ballgame. Overall, they are more health and fitness conscious than non-users or current users.  

Compared to the rest of the population, potential users are more likely to be clear spirit drinkers.

They are also organic food buyers. These two trends might signify interest in consuming fewer calories, and a willingness to pay a premium for chemical-free food. These potential users are conscious about what they’re consuming.

In addition, potential users are much more likely than current or non-users to practice pilates or yoga. That insight suggests a more holistic user.

Potential Users Compared to Current Users

Falling in line with the above indicators, potential marijuana users are more likely than current users to consider health and fitness a passion.

Potential marijuana users are more likely to value health and fitness, according to new CivicScience data.

Dovetailing with that insight is a much higher interest in reading books about health or fitness. They’re engaging with health-centered content, signifying that this group is more likely to be invested in healthy living, overall.

Potential marijuana users are more likely to read books.

Looking at the habits and preferences of potential cannabis users suggests a new type of user. The potential user is health-conscious, engaged in both fitness and healthier eating. They are conscious of what they eat and drink, such as lower calorie spirits and organic food.

Whether these consumers are interested in marijuana for medicinal or recreational purposes, they are ushering in a new era of cannabis consumption.  From alternative medicine to a lower calorie alternative to a drink after work, this shift in a new audience could foreshadow major growth for the marijuana industry in existing and new sectors.