Enlucem Releases Findings of Calif. Consumer Cannabis Study

7 in 10 Californians 21 & Older Ready to Use Cannabis Products
Recreationally

SAN FRANCISCO–(BUSINESS WIRE)–#cannabis–Enlucem, a strategic brand consultancy currently advising startups in
the cannabis space, announced today the results of a detailed consumer
study of Californians’ attitudes toward cannabis products.

Results of the 800-person survey found that the market potential for
medical marijuana and other future cannabis products in California is
staggering – between 15 million and 21 million adults over 21 years of
age. While 39% of Californians already use cannabis, another 44% are
non-users interested in trying it now that it’s recreationally legal.
Last November, California’s legislature legalized cannabis in a state
where nearly 1 in 8 Americans live.

“These new potential customers are different than current users. They
represent a different demographic, they favor alternative formats to
smoking, and look for different cannabis benefits,” notes Ana Hory, CEO
of Enlucem.

Key findings of the research include:

• 83% of California residents are willing to try or use Cannabis
  • 54% of them are female, 54% are 40 years of age or younger, 40%
    have kids living in the household, most have incomes over $90,000

  Hory’s motivation for the study was driven by cannabis benefits such as
  improved health and mental well-being. It’s a view shared by Jordan
  Tishler, MD, a Harvard Medical School graduate and founder of inhaleMD (www.InhaleMD.com),
  a Massachusetts doctors group focused on medical marijuana access.

  “I find Cannabis to be very helpful to patients with chronic pain,
  insomnia, anxiety and depression, and anorexia. In many cases, Cannabis
  is more successful than conventional medications, with fewer side
  effects,” says Tishler.

  The study’s results came as a welcome surprise to Tripp Keber,
  co-founder and CEO of Dixie Brands, a large manufacturer of cannabis
  products in Colorado, with presence in California via a licensee.

  “We see California as a key market for us, but it is one that clearly
  needs more data and research on how best to serve its massive consumer
  base. Enlucem’s research is some of the first and only comprehensive
  data we have seen coming from California and we look forward to gaining
  more insight into the next frontier of adult use cannabis.”

  Brendan Kennedy, CEO of Privateer Holdings, the world’s first private
  equity firm to invest exclusively in cannabis brands, added that, “This
  research is another example proving our thesis that cannabis is a
  mainstream product consumed by mainstream people. Individuals from all
  walks of life consume cannabis for all different reasons. The typical
  cannabis consumer is not who you might think. The research shows how
  critical it is for cannabis brands to evolve how they position
  themselves with different demographics.”

  For more information about the study, contact Ana Hory at info@enlucem.com.

  About Enlucem

  Enlucem is a San Francisco-based strategic brand consultancy currently
  advising startups in the cannabis space. The firm’s services include
  brand positioning, persona targeting, new product development, research,
  advertising and digital content development. Principals bring deep
  consumer knowledge from over 15 years of global strategic brand
  development in Fortune 500 companies and startups. They’ve recently
  launched a cannabis for wellness online community, with the objective of
  spreading the knowledge and experiences of people like you who have used
  or are using cannabis to treat a wide range of illnesses. To learn more,
  visit www.enlucem.com.

  Contacts

  Enlucem
  Ana Hory, 973-302-5172
  info@enlucem.com