Cannabis retailers across the U.S. are adjusting to an unexpected shift in shopper behavior as the youngest legal buyers reshape the market. Gen Z customers are coming into stores, but they are approaching cannabis with more intention, more research, and more caution than many of the shoppers who came before them.
Los Angeles’ The Higher Path & The Other Path director Adrienne Airhart says customers are not walking in to chase intense highs. According to her, younger adults often use THC to support workouts, manage school workloads, or ease social discomfort. For many of them, cannabis has become another tool in a daily routine rather than an escape vehicle.
For years, many retailers assumed younger adults would consume less cannabis and that growth would come from older demographics. But Gen Z’s approach is presenting a new opening. It is not tied to high-volume use. It is tied to consistency, intentionality, and a desire for reliable effects.
Recent consumer surveys reveal clear differences between age groups. Adults 50 and older continue to adopt marijuana at fast rates and often look for help with sleep, relaxation, pain, or mental health. Millennials remain the most active spenders, buying across a wide range of products that deliver comfort and convenience, such as topicals, vapes, edibles, and affordable flower.
Gen Z, shaped by wellness trends and rising awareness around anxiety, is coming up during a period where many young adults drink less than previous generations.
National polling, including Gallup findings, shows younger consumers prefer substances that feel cleaner, are easier to regulate, and are compatible with daily life. Cannabis fits neatly into that shift.
Financial strain also plays a significant role. High housing costs, inflation, and lingering student loans leave this group with limited discretionary money. They visit stores less frequently and choose smaller baskets.
Surveys show most adults (69%) aged 18 to 24 favor marijuana over alcohol, and many say they are replacing alcohol with lower-dose THC options, such as beverages and edibles. They also plan consumption around specific situations and emphasize consistency over intensity.
Retailers have started adjusting their shelves accordingly. The Higher Path added a low-dose shelf in response to growing interest in mild, easy-to-manage products.
Larger multipacks of prerolls still sell, but often to groups seeking light social effects rather than a strong high. Gen Z buyers have not abandoned potency, yet they increasingly want it delivered in formats that feel controlled and purposeful.
Since only part of Gen Z is old enough to buy legally, experts say these habits are early indicators of what the future market may look like. Retailers who invest in education, effect-based merchandising, and products that fit structured routines may benefit from steady demand as this generation gains more buying power.
Operators say the opportunity is not in waiting for heavy consumption to return. It lies in adapting to a consumer base that values purpose, control, and thoughtful use. For companies like Curaleaf Holdings Inc. (CSE: CURA) (OTCQX: CURLF), the changing preferences of different demographics of consumers is something that will determine product design and marketing for years to come.
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