The green wave that is driving legalization of cannabis in the U.S. is now being driven even more. For example, seniors born between 1928 and 1964 ensure strong demand in the cannabis market.
Seniors are one of the fastest growing consumer segments in the cannabis industry. Those between 55 and 64 years old consume cannabis more often than 12 to 17 year olds. According to reports, orders for the cannabis app "Boomers on Eaze" rose by 19 percent in 2017. And the silver generation is gaining momentum: around 4 percent of seniors aged 65 and over now consume cannabis at least once a year.
This young “mature market” has enormous potential. About two-thirds of the U.S. states have legalized cannabis in some form. And so cannabis companies will have to rethink and develop new products that target seniors.
By the way, hemp has now even reached the crossword puzzle (more on this here).
Why do seniors use cannabis?
Most people from the silver generation are familiar with cannabis. Summer, flowers, love and Woodstock have led many to consume cannabis. Today, they are looking less for the groove than for something that can alleviate their problems with arthritis, inflammation and chronic pain.
Many older people are looking for natural alternatives to pharmaceutical products, especially opioids. Some may use cannabis to reduce the side effects of chemotherapy. Others use cannabis to fight depression and anxiety, promote sleep, or increase their libido and creativity.
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Seniors prefer cannabis tablets and edibles
It is also interesting that the older generation is looking for an alternative to smoking or vaping cannabis. Vaporizing is popular, but seniors also like to use cannabis tablets and topicals for their ailments.
This is because these products are particularly advantageous in terms of their low dosage. For example, microdoses of cannabis can be mixed into cookies, which then only contain about three milligrams of THC or CBD. The effects are predictable and repeatable. Another advantage is that there is no cannabis smell in the apartment or house that could attract curious neighbors.
Needs of older cannabis users
Seniors mostly don't have the disposable income to buy cannabis because many of them are single. However, it should be interesting for cannabis companies that the silver generation is relatively loyal to the brand. So it's worth trying to get them to do business from the start.
Due to the limited mobility and the desire for discretion, seniors also want their cannabis to be delivered directly to the door, or they want an easy way to reach a pharmacy. As a result, several senior-friendly shops regularly provide shuttle buses to drive the seniors directly to and from the store from home.
In the cannabis business itself, the seniors want to feel good and like to talk to the seller face to face. On the other hand, bouncers in front of the store, a crowded sales room, and a salesperson in their twenties could scare seniors when they first enter a store. It is therefore all the more important that seniors feel welcome and cared for.
This can start at the design level by ensuring that the dispensers are open, clean, and easy to use. For example, the design of the pharmacy chain "The Botanist" corresponds to a 19th century laboratory and greenhouses. There is also a program of educational and entertainment events such as Cannabis 101, cannabis cooking, cocktail parties with CBD and so on. All of this helps to provide seniors with an intense experience in a safe and convenient way.
However, companies still need some time to adopt the best approach to marketing cannabis to seniors. But everything indicates that seniors are a new potential cannabis need group.
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