In the wake of progressively expanding legislation opening legal cannabis markets across the U.S., we've discovered that today's cannabis consumer comes from all walks of life, and product branding can take myriad viable forms.

The overarching finding in the report shows that American adults are increasingly consuming Cannabis/Hemp products for medical reasons.

The study, conducted in collaboration with MFour, a leader in mobile market research, surveyed recent purchasers of cannabis products to drive purchase-based insights

This relationship will bring unprecedented visibility into market-leading trends, highlighting segments, brands and products that are resonating with consumers in the legal cannabis market.

This latest report in the Eaze Insights series reveals that the cannabis customer base is growing and diversifying, demonstrating a rise in popularity across all adult groups.

Half of those surveyed said they would feel more comfortable buying cannabis-infused products if they had the opportunity to speak with a knowledgeable sales representative.

Speaking at the IFT Legalized Cannabis & Hemp Edibles session, Linda Gilbert, managing director of consumer insights for BDS Analytics, branded legalized cannabis a “game changer for the food and beverage industry,” noting that legalized cannabis is one of the fastest growing industries.