Report: Millennials and Gen Z Make Majority of Legal Cannabis Purchases in U.S. and Canada

Millennial and Gen Z shoppers account for the majority of all cannabis sales in the U.S. (63%) and Canada (72.1%), according to recent data from the analytics firm Headset.

Full story after the jump.

Millennials and Gen Z account for the majority of legal cannabis sales in the U.S. and Canada, according to a recent report from cannabis analytics firm Headset. In all, the cohort comprises 72.1% of all tracked sales in Canada and 63% of all tracked sales in the U.S.

The percent share of total sales among Millennials has grown 11.3% year-over-year, while the percent share among Gen Z has grown 6% year-over-year, Headset said in a press release.

Headset also found that while males account for about two-thirds of cannabis sales in the U.S. and Canada, since January 2021 the firm has seen an increase in cannabis purchases among women – equal to 1.2% in Canada and 0.27% in the U.S.

The analytics firm also found that vape pens represented 33.6% of total sales to Gen Zers in January and February and noted that the demographic is “the first … to dethrone flower as the top consumer category.”

Headset found that Gen Z and Millennial consumers also spend slightly less per average basket – below $55 – while Gen X and Baby Boomer consumers, on average, spent more than $60 per basket.

In a statement, Cy Scott, founder and CEO of Headset, said the data can “help brands plan for the future and build a sustainable, thriving business.”

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