Outliers in Florida's Cannabis Market

The continued growth of Florida’s medical cannabis sales has the industry eager for adult-use legalization. Florida has more than 850,000 active cannabis patients, representing about 4% of the Sunshine State’s overall population. Looking at 1,300-plus Florida medical patients via Brightfield Group’s U.S. Cannabis Consumer insights, there are notable trends to watch.

Comparing Florida consumers to medical patients nationally, they skew slightly older—unsurprising for a state known as a retirement destination. However, businesses should not forget a majority (55%) of the Florida cannabis market is still millennials. Thirty percent of Florida cannabis consumers are Republicans, which is significantly higher than in other medical markets and shows that cannabis consumption doesn’t necessarily fall along party lines.

Nationally, the gender distribution of registered medical cannabis users leans slightly toward men, with 52% men and 48% women. In Florida, 53% of registered medical cannabis patients are women.

Continued New Enthusiasts

A notable 12% of cannabis consumers in Florida label themselves as “new users.” This figure is 37% higher than in other medical markets, on average. As dispensaries have continued to open across the state—there are now 592—access keeps improving. Continued patient and retail growth within the medical market further points to Florida’s cannabis market being far from saturation.

Those that describe themselves as “new users” are most likely to consume gummies or chocolates, but 44% consume flower. Many are baby boomers, but Gen Zers entering the cannabis market upon turning 21 years old also make up 18% of Floridian newbies.

The Rise of Gummies: Florida’s Sweet Spot

When it comes to product preferences, Floridians love their gummies. While gummies are popular nationally, with 50% of patients reporting consumption, 54% of Florida patients noted consuming gummies in 2023, making it the second-most consumed product type in the state behind flower at 64%.

But this preference for gummies wasn’t always the case. Back in 2020, vapes were the go-to choice for many. However, as the years progressed, particularly during 2020 and 2021, patients began to favor gummies. By the start of 2022, gummies had not only caught up with vapes but had surpassed them in popularity, a trend that continues today.

Even pre-rolls aren’t keeping pace with the demand for gummies. Pre-rolls are typically the second-most popular product type, but in Florida, they rank third. But, like most markets, flower remains the reigning champion in product preference. It has been the most-consumed product type during the past four years. Zooming into the latest Q3 2023 data, 61% of Florida patients reported flower consumption while gummies are just behind, with a 57% incidence rate.

The Florida market is still in its infancy. With a large population that seems to have a growing interest in cannabis, the brands able to break into the state and expand are setting themselves up for major success if and when adult-use legalization is a reality.

Madeline Scanlon is cannabis insights manager for Brightfield Group.