Understanding the cannabis opportunity for CPG manufacturers

Stephen Whiteside

Marketers in the consumer packaged goods (CPG) sector could have a major opportunity if they find ways to tap the long-term growth potential of the cannabis sector.

Brands in the consumer packaged goods (CPG) industry have significant opportunities to tap the long-term growth potential offered by the cannabis sector.

That was the view outlined by Rick Maturo, associate director/client services at research firm NielsenIQ, at SXSW 2021. More specifically, he argued that evolving consumer attitudes, and a wave of legislative change in the US, constitute a huge opening for those enterprises which draw on customer insights to identify the right products, need states, and marketing strategies.

Understanding the need states of cannabis consumers

According to Headset, a research provider that frequently works with Nielsen, the US cannabis...

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