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WIRE: Enlucem releases findings from California consumer cannabis study

SAN FRANCISCO — 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
  • Consumers’ top health issues that medical marijuana can alleviate include Pain (58%), Stress (54%) and Insomnia (49%)
  • Cannabis brand awareness remains very low (49% didn’t know any brands)
  • Most consumers are interested in edible (62%) and topical products (44%), though heavy users (use daily or almost every day) still prefer smoking (75%)
  • The large majority of survey respondents use or plan to use medical marijuana, while a smaller group will use cannabis recreationally
  • Five unique persona segments have been identified for brand targeting

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 (, 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

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


Ana Hory, 973-302-5172

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