Increasingly substance-literate consumers are engaging with greater intensity with outcome-orientated positionings in cannabis and newer nicotine formats – a phenomenon which has clear consequences for the way in which manufacturers in these industries need to innovate, develop and market their products. This framework also offers cannabis brand owners, in particular, a means of demystifying consumption for newer entrants, which will fuel longer term category growth.
This report comes in PPT.
A potent combination of emerging legality, layered product variables and a large cohort of potential inexperienced users is driving the significance of need states in cannabis. When feasible, the framework can also seek to alter perceptions of nicotine.
Nicotine and cannabinoids are used largely, but not exclusively, for their mood modulating properties, and the core need states therefore coalesce in this area: eg relaxation, stress relief and focus (the main exception being pain relief for cannabinoids).
Brand owners, particularly in the cannabis space, are increasingly embedding needs states throughout their innovation cycles, as a vital synthesis of outcome, formulation, format and target consumer continues to gain in importance.
As a messaging framework in industries with severe communications restrictions, brand owners must be deliberative in order to effectively and compliantly speak to the consumer. Products must also meet the expectations which a need states positioning has raised.
Evolving regulation will determine how far brand owners can go in the service of consumer needs with respect to the viability of formats, the potential for substance combination and the ability to communicate propositions effectively.
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