- John DiBella
- Published: February 28, 2025
- Updated: March 4, 2025
- Fact-checked by Dr. Desiree Granados
Cannabis, or marijuana, is achieving momentum on a national scale in terms of recreational and medical consumption. Moving far beyond the niche ‘hippie’ cultures of the 60’s and into the mainstream as a potent medical treatment for a variety of conditions, marijuana’s legalization campaign has achieved victories in more states than ever before.
This new era of increased access has led to a revolution in terms of consumer choice: there are many ways to purchase and enjoy cannabis, from edibles to the traditional ways of smoking. We wanted to know how consumers have evolved their cannabis palates: are they still hoping to just buy ‘weed,’ or are they now looking towards a fully customized cannabis experience? To find out, we surveyed over 1,000 Americans nationwide– cannabis consumers and nonconsumers alike– to look at marijuana perceptions and consumption trends in 2025.
Key Findings
- 29% of consumers find dispensaries overwhelming
- 47% of Americans say they consume cannabis flower
- By generation, Millennials consume the most at 53%
- 77% say cannabis is experiencing a revolution similar to craft beer in terms of choice and variety
- 69% of cannabis consumers prefer marijuana to alcohol
- Gen Z is leading many consumption trends, including logging cannabis strains, engaging in cannabis tourism and traveling farther to consume new ones
- America’s favorite cannabis strain is Blue Dream
- 56% of consumers have changed how they purchase cannabis due to the rising cost of living
The Craft Cannabis Revolution
The statistics don’t lie: over 3 in 4 Americans say cannabis is experiencing a revolution in terms of choice, variety, and availability similar to that of craft beer. They note witnessing an explosion in strain types, methods of consumption, and even retailers, ranging from bespoke, lab-like stores to “deli-style” mass dispensaries that offer deals and bundles.
With this revolution comes increased knowledge: 2 in 3 consider themselves “somewhat” or “very” knowledgeable about marijuana, and the data backs this up:
How many Americans know what terpenes are?
- Consumers: 61%
- Non-consumers: 22%
How many understand delta variants, including delta 8?
- Consumers: 73%
- Non-consumers: 34%
Of the over 1,000 Americans surveyed, 47% reported that they currently consume cannabis flower, including 52% of men and 42% of women.
Which generation smokes the most?
- Millennials (53% report consuming flower)
- Gen Z (51%)
- Gen X (41%)
- Baby Boomers (27%)
Gen Z cannabis consumers are leading the way in terms of developing sophisticated cannabis palates; as a generation they are much more discerning in their cannabis purchase preferences:
- 71% prefer marijuana over alcohol
- 31% say cannabis has a “bud bro” or “weed snob” problem
- Over 1 in 4 prefer craft cannabis over larger brands
- 1 in 3 have traveled out of their way to buy their favorite strain
- 37% keep a strain “wishlist” of cannabis plants they’d like to try
- 34% track or log every strain they consume
It’s not stopping at consumption, either: 23% of Gen Z cannabis enthusiasts have toured a growing area and over 1 in 5 have engaged in cannabis tourism or structured leisure activities around cannabis consumption.
America’s Favorite Weed Strain
We asked cannabis consumers to list their favorite strain, and while many simply replied “Indica,” or “Sativa,” the top three specific strains listed were Blue Dream, a sativa-leaning hybrid, followed by OG Kush, a hybrid, and finally Gorilla Glue (sometimes known as GG4), an indica-leaning hybrid.
Knowing what you want can be crucial, since nearly 1 in 3 say choosing a strain to purchase is too complicated, and 29% of consumers say they’re “overwhelmed” by the selection at dispensaries. This might help explain why 77% will prioritize a strain they like over a preferred brand.
Top effects Americans prefer in marijuana strains:
- Mental effects (64%)
- Physical effects (57%)
- Aroma and/or flavor (45%)
Indica, sativa, or hybrid: what do Americans love the most?
- Hybrid (38% of respondents, including majority Gen X, Millennial, and Gen Zers)
- Indica (34%, including majority Baby Boomers)
- Sativa (28%)
Ways of learning about strains are developing in tandem with the desire to try a greater variety of them.
Top Ways Cannabis Consumers Find New Strains:
- Friends/word of mouth 59%
- Online reviews/forums 45%
- Budtender recommendations 37%
- Dealer recommendation (for non-legal states) 27%
1 in 6 consumers currently use social media or cannabis apps on their phone to help find and locate new strains to smoke. Another way to get the word out is through ads; 43% of consumers have noticed more cannabis and cannabis product ads in the last year.
2025 Cannabis Purchasing Habits
Over 1 in 3 consume cannabis daily and more than 1 in 5 do so a few times a week. One in 10 consume their flower weekly; roughly 1 in 10 consume monthly and the remaining 10% smoke less frequently or just for special occasions. Interestingly, women consume more cannabis flower daily compared to men.
When it comes to purchasing flower, the most popular frequency was monthly, with 38% reporting monthly shopping expeditions. After that, 24% purchase weekly, and 14% stretch their purchases to every quarter.
Americans spend an average of $99 per purchase, and they make it last. 28% say price is their #1 priority when it comes to purchasing flower.
As for weight, nearly 1 in 5 prefer to purchase an eighth of an ounce (3.5g) at a time, while 13% buy an ounce of flower at a time. Over 1 in 10 purchase at least three strains of flower every time they buy.
How the cost of living affects cannabis purchase habits
In light of the rising cost of living, Americans have reduced spending across all line items in their budgets, and cannabis is no different. More than half (56%) report changing their cannabis purchase habits in response to the current cost of living. Among them, 40% are buying smaller quantities, 9% are buying smaller quantities of lower quality flower, and 7% are opting for often-cheaper, lower-quality flower.
Whether you’re on the hunt for a specific strain or terpene profile, or just want to smoke something that makes you feel good, cannabis now offers something for everyone. As legalization spreads across the nation, more dispensaries, grow operations, and strains will pop up. Cannabis consumers will face ever-more-customizable choices in strain experience, flavor, and price point.
The Sanctuary Wellness Institute offers online medical marijuana evaluations, allowing you to access the benefits of a medical marijuana card, which include tax-free purchases and access to medical-only dispensaries. These telehealth appointments are a quick and easy way to avoid travel and still obtain a card that will help you treat your condition with cannabis as well as provide guidance as to whether cannabis is right for you. Interested in a medical card? Reach out today.
Methodology and Fair Use
In February 2025, we surveyed 1,003 Americans on their cannabis purchase preferences. 50% were men, and 50% were women. Ages ranged from 21-74 with an average age of 42.
Fair Use
When using this data and research, please attribute by linking to this study and citing Sanctuarywellnessinstitute.com.
How we reviewed this article:
Current Version
March 04, 2025
Written By
John Dibella
Fact-checked By
Desiree Granados
Editorial Process
Our Editorial Process
John DiBella is the co-founder and CEO at The Sanctuary Wellness Institute. His goal is to foster healthier lifestyles to improve individuals’ quality of life and health span through online medical and non-medical services. When he’s not writing blogs about medical marijuana, he enjoys hiking, camping, surfing and sailing.
