The Missouri Department of Health and Senior Services published a new study last week finding that 93% of cannabis consumers in the state are utilizing the regulated marketplace. The research was based on a sample of 1,200 Missouri adults who had used cannabis within the last 30 days.
The study represents the first state-run study of the Missouri cannabis industry since the adult-use market launched in 2022. Its findings indicate that the vast majority of cannabis spending in the state flows through licensed businesses rather than the illicit market.
Missouri’s adult-use program has been operational for roughly three years. The study’s results suggest that consumers have shifted quickly toward licensed dispensaries in that time.
Most study participants said that product pricing is the main factor they consider when shopping for cannabis. Pricing was followed by THC potency and convenience as considerations for consumers.
Cannabis flower is the most common product category, accounting for about half of all cannabis spending in the state. Vapes and edibles followed flower in the ranking of product categories.
The study also found that medical cannabis patients are buying regulated cannabis products at a disproportionately higher rate. Medical patients reported higher utilization and expenditures across every major product category.
The results drew praise from industry observers. “Missouri’s success in capturing more than 90% of cannabis spending within the regulated market in just three years is a significant accomplishment,” CPPC Chief Executive Officer Mackenzie Slade said in a statement.
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