Eaze Insights: 2016 State of Cannabis Data Report

People, product, and wellness trends from 250,000+ California cannabis consumers.

In 2014, we launched Eaze to provide people with safer, more convenient access to cannabis

Using data from over 250,000 California cannabis consumers on the Eaze platform, and over 5,000 survey respondents, the second annual Eaze Insights “State of Cannabis” data report will explore trends in consumer demographics and behaviors, product category preferences, how marijuana is affecting the use of alcohol and painkillers, and more.

Every 30 seconds, someone orders marijuana on Eaze

Californians are increasingly comfortable with marijuana use and are embracing its benefits. On a typical day in 2015, Eaze users placed an order every minute. In 2016, that number increased 100%, resulting in an order every 30 seconds.


Eaze Insights: California Trends in Cannabis

Image of Yosemite for California Trends section of the Eaze Insights: State of Cannabis 2016

The cannabis industry is growing fast across the Golden State. This section explores which markets are growing the fastest and the products they prefer.

NorCal is growing faster than SoCal

Cannabis consumption is growing at different rates across California. Northern California continues to grow faster than Southern California, with the East Bay experiencing the largest growth in 2016.

Image of graph showing which markets in california grew the most in 2016. The East Bay grew the most in 2016.

 

Northern California is adopting new products faster

Northern California appears to be adopting new product categories faster than Southern California. NorCal leads in edible, concentrate, and vaporizer purchases; while SoCal purchases more flowers than NorCal.

Image of graph showing which products Northern and Southern California prefer. NorCal leads in edible, concentrate, and vaporizer purchases; while Southern California purchases more flowers than NorCal.

 

Top holidays for marijuana use

Whether time for celebration or relaxation, holidays are popular events for cannabis consumption. April 20th, affectionately referred to as “4/20”, is still the busiest holiday of the year. “Green Wednesday”, the day before Thanksgiving, is the “Black Friday” of the cannabis industry. It emerged as a top holiday for consumers followed closely by Halloween and 3-day weekends.

Image of graph showing which holidays are most popular for marijuana use. The most popular holidays are 420, green wednesday and halloween.


Eaze Insights: Product Trends in Cannabis

Image of marijuana products available on the Eaze menu for the Product Trends section of the Eaze Insights: State of Cannabis 2016

Flower Power: Meet the most popular strains of 2016

Flowers are commonly sold in 1/8th ounce units and are typically named after their genetics, physical characteristics, and/or effects.

“Gorilla Glue #4” was California’s most popular strain of 2016, selling enough to roll over 30,000 pre-rolls last year. On the other hand, it was a nightmare year for Blue Dream as the strain fell 8 spots in the rankings. Another longtime California favorite, Sour Diesel, appears to have run out of gas falling 4 spots from the previous year.

Image of graph showing which marijuana strains were the most popular in 2016. The most popular strain was Gorilla Glue #4 followed by Jack Herer and Bubba Kush.

 

Vaporizers are growing in popularity, flowers are shrinking

A new form of immediate relief – vaporizing marijuana concentrates – is quickly on the rise. The proliferation of high quality and convenient vaporizer cartridges in 2016 appears to be a key contributor to the decline of flower sales.

Flowers went from 75% of total sales in 2015 to 54% in 2016. Vaporizer cartridges, however, grew from a modest 6% in 2015 to 24% in 2016 – a 400% annual increase.

Image of graph showing marijuana product trends in 2016. The most noteworthy trend is the decline of marijuana flowers, and the emergence of vaporizers.

 

1 in 5 deliveries contain a vaporizer cartridge

In 2015, less than 5% of deliveries contained a vaporizer cartridge. In 2016, that number increased to 20%.

Image of 5 cars delivering marijuana products. 1 in 5 deliveries now contain a vaporizer cartridge.

 

1 in 3 people ordered a vaporizer cartridge

In 2015, only 7% of people had ordered a vaporizer cartridge on the Eaze platform. By the end of 2016, 31% had ordered a vaporizer cartridge – a 429% increase over the previous year.

Image of 3 people, one of them is holding a vaporizer cartridge because 1 in 3 people on eaze have ordered a vaporizer cartridge.


Eaze Insights: People Trends in Cannabis

Image of 3 people sitting in a living room using marijuana vaporizers. 1 in 3 is female.

2016 was a historic year for marijuana legalization. Let’s take a look at the profile of a California cannabis consumer and how it’s evolving.

1 in 3 people on Eaze are women

In 2016, 25% of people using Eaze were female, or 1 in 4. By the end of 2016, women accounted for 33% of users, raising the total to 1 in 3. That’s a 32% annual increase.

Image of graph showing that 1 in 3 people on the eaze platform are women. This is a 32% increase from 2015.

 

All generations benefit from marijuana

With the proliferation of cannabis education and more accessible products, older generations are turning to marijuana more than ever before.

Image of the 4 youngest generations: gen z, millennial, gen x, and baby boomer.

 

Baby Boomers are fastest growing segment, Millennials are shrinking

Baby Boomers represent the fastest growing segment as a percentage of all Eaze users, growing 25% over the previous year. Meanwhile, Gen Xers grew 8% and Millennials dropped 3%.

Image of a baby boomer next to a millennial showing that baby boomers increased by 25% while millennials deceased by 3% in 2016.

 

People spend more on marijuana

Cannabis consumers spend more money as they age. In fact, the average Baby Boomer spends 36% more on cannabis than a Millennial in a given month.

Image of graph showing that people spend more money on marijuana per month as they age.


Eaze Insights: Wellness Trends in Cannabis

Image of CBD vaporizer in bathroom next to a pill bottle.

2016 was a landmark year for marijuana. The emergence of new scientific evidence and continued shift in public perception have destigmatized marijuana like never before. Marijuana is also quickly becoming a preferred alternative to alcohol and opioids.

 

Marijuana reduces alcohol consumption

Over 82% of people surveyed said that using marijuana has caused them to reduce their alcohol intake. A whopping 11% of respondents said that they’ve quit drinking entirely because of marijuana.

Image of graph showing that 82% 82% of people surveyed said that using marijuana has caused them to reduce their alcohol intake.

 

People that quit drinking prefer vaporizer cartridges

Consumers who stopped drinking because of marijuana tend to order vaporizer cartridges more frequently than typical Eaze users.

 

Cannabidiol (CBD) is on the rise

CBD, the second most prominent cannabinoid found in marijuana, is gaining more traction as people discover its healing and anti-inflammatory properties. CBD-dominant products sold in 2016 increased 38% over 2015.

Image of the health benefits of CBD (cannabidiol) which are: reduced anxiety, increased focus, and increase inflammation.

 

Marijuana makes most people take less painkillers

95% of consumers who have used opioids for pain management report using less because of marijuana.

Image of graph showing that 95% of people who say they use pain killers use less thanks to cannabis consumption.

People that take less painkillers prefer flowers

Marijuana flowers appear to be the medicine of choice for those using cannabis for pain management. Consumers who reported using less opiates tend to order flowers more frequently than typical Eaze users.


Interested in additional cannabis market insights? Reach out at press@eaze.com

Marijuana Product Glossary

Flowers: What most people think of when referring to marijuana. The dried flowers from the cannabis plant are most commonly smoked, either in a pipe or a joint.

Prerolls: Ground up flowers that are rolled into an easily-smokable pre-rolled joint. Otherwise referred to as joints, prerolls are a convenient solution for people who enjoy smoking flowers.

Edibles: Cannabis infused edibles which provide relief by delivering cannabinoids via the metabolism. Edibles come in a variety of flavors and doses, and range from tinctures to sweet and savory food products.

Concentrates: High-potency oils and waxes made from distilled cannabis. They are most commonly vaporized for immediate strong relief.

Vaporizer cartridges: Are like prerolls for concentrates. Cannabis manufacturers pre-fill disposable cartridges with concentrates which can then be vaporized with a variety of battery powered devices.

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