With recreational cannabis now legal in eight states, Dig Insights surveyed current and potential cannabis users to determine how appealing 21 of the more popular cannabis brands are. With varying advertising regulations and some entrenched preferences for strains, building brand awareness has its challenges. That said, some are off to a good start.
Dig used its swipe-based research tool, Upsiide, to have respondents assess the appeal of each brand and then decide on their favorite.
Leafs by Snoop and Chong’s Choice are the top cannabis brands
With brand familiarity being low, these scores represent initial impressions. This means it may not be surprising that celebrity-based brands are some of the top-performers. Snoop Dogg, Tommy Chong and Bob Marley are associated with 3 of the top 4 scoring brands.
Not only are they appealing to users in general, they’ve also been able to gain traction on social media. Being backed (or led) by a celebrity with a following has helped each brand gain traction. Each brand has 60K Instagram followers receiving an average of over 1,600 likes on their last 10 posts. This is significant engagement compared to even the other two top brands – Kushie and Dixie Elixirs who have 14K and 7K followers, respectively.
Young consumers prefer Leafs by Snoop; older consumers prefer Chong’s Choice
When broken down by age, consumers still prefer celebrity-based brands. They do differ: Leafs by Snoop is the #1 brand among 18-44 year-olds while Chong’s Choice is the leader among Consumers aged 45+. Willie’s Reserve, by Willie Nelson, ranks 5th among the older group.
Women prefer Leafs by Snoop; Men prefer Chong’s Choice
The split is similar by gender; women prefer Leafs by Snoop and men prefer Chong’s Choice. Marley Natural and Kushie land in the top 5 for both groups.
Potential Consumers are different
Looking at Potential Consumers – people haven’t consumed cannabis in the past 12 months but are open to it – their preferred brand is Madame Munchie. This suggests edibles may be an entry point for Potentials as it combats a top-5 barrier (as found in Dig’s annual Cannabis Culture Report) – people not liking to smoke. Marley Natural and Chong’s Choice also scored favorably.
With celebrity-led brands winning the first impression game, they may be in-line to getting first crack at building brand loyalty. That said, Potential consumers offer some insight that there are opportunities for competitors.
For access to the online dashboard with the full set of results, please contact Rory (rory at diginsights.com).