Caannabis-infused beverages receive a lot of hype when they are rolled out, but they seldom turn out to be the hit their financial backers expect.
According to Bethany Gomez, managing director at Chicago-based market research firm the Brightfield Group, many executives inside and outside the cannabis space have the mentality that their target consumers are exactly like them. But that’s often not the case.
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“We see that play out in the drinks space a lot. You hear so often with drinks that we’re targeting the future user, the curious, the newbie. That’s why beverages are such a small part of the market. That consumer is a teeny-tiny percentage of the market. And they’re not buying drinks,” Gomez said. “The drinks consumer is not a new user, it’s not an occasional user, it’s a heavy user that’s adding that in on top of their other five or six products.”
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