Marijuana and fitness

Research into other aspects of the business also highlighted more opportunities. For example: fitness.

As the cannabis industry continues to grow, new trends in consumer behavior are emerging, revealing interesting insights into how different demographics are incorporating cannabis into their lifestyles.

According to New Frontier Data, one of these trends is the growing use of cannabis for fitness. "Understanding these nuances is critical for brands aiming to effectively tailor their marketing strategies."

According to media reports, New Frontier's consumer data shows a clear gender gap in the use of cannabis for fitness. Currently, 16% of men report using cannabis to enhance physical health, compared to just 12% of women. "This difference suggests that marketing strategies may need to be gender-specific, addressing each group's unique motivations and preferences."

The Washington, D.C.-based research firm found that age also plays a role in the use of cannabis for fitness. Among all age groups, those aged 25 to 34 are the most likely to incorporate cannabis into their fitness routines, with 18% reporting using cannabis. In contrast, only 10% of those aged 55 to 64 use cannabis for this purpose.

"These data suggest that younger consumers are more willing to try cannabis as part of a fitness regimen, providing an excellent opportunity for targeted marketing campaigns to this demographic," the researchers reported. "This also provides an opportunity to educate older consumers about the possible benefits of cannabis in relieving pain and soreness after exercise."

Another interesting finding, the company said, was the relationship between preferred cannabis consumption methods and fitness. Specifically, 32% of consumers who prefer dabbing concentrates also use cannabis for fitness purposes. "This suggests that those who prefer a stronger potency of cannabis may also seek its benefits in enhancing physical activity. This also challenges the assumption that consumers who prefer a stronger potency of cannabis are less likely to be motivated or physically active."