New Study: Consumers’ Preference of Cannabis Over Alcohol


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April 17, 2019 10:00 ET | Source: New Frontier Data
Washington, April 17, 2019 (GLOBE NEWSWIRE) — Washington (April 17, 2019) – New Frontier Data, the global authority in data, analytics and business intelligence for the cannabis industry, releases Cannabis Consumer Series: Alcohol vs. Legal Cannabis Consumption in North America. The first installment of this series examines the intersection of consumer preference for alcohol and cannabis, with particular emphasis on how decreased stigma and greater access to legal cannabis products are shaping the way younger generations spend money. The study further explores the increasing involvement of big alcohol brands as they continue to take positions across the cannabis industry in the U.S. and abroad.

“Young adults approaching legal drinking age represent new potential consumers for alcohol brands, but New Frontier Data’s research reveals a noticeable shift in younger generations’ preference of cannabis over alcohol,” noted Giadha Aguirre de Carcer, Founder and CEO of New Frontier Data. “Whether such a shift is indicative of potential sustained behavior over time or a short-term spur in consumption remains to be seen, and is something we are currently looking into, but in the meantime, it could materially impact the alcohol industry.”

Some of the study’s key findings show:

45% of survey participants said they were likely to replace some of their drinking with cannabis in the future
65% of survey participants said, given a choice, they prefer cannabis to alcohol
47% of survey participants said their drinking had not changed in the past two years
31% of survey participants said they now drink less than they used to; 23% said they drink more
“The challenges California is now facing licensing cannabis businesses has slowed the market’s growth, but not the enthusiasm for legal cannabis. With 72% of

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