Who buys Gummies in California?

Published on 
January 13, 2021
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When comparing Gummy sales share against all of California's recreational cannabis sales by gender and age group during 2020, you can see Male Millennials contribute the highest portion of sales by a wide margin. However, this group spends far less time on Gummies than they do on cannabis in general and actually under-index in this segment (75). If you look at Females and older age groups, you'll notice these customers have a significantly higher index towards Gummies than male customers. This indicates that at any age, women are more likely to purchase Gummies than men. To keep track of cannabis sales trends for free, sign up for Insights Pulse. 

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Key metrics defined

These six key metrics from the previous month will provide you with a pulse check on legal cannabis markets. Below, you'll find data on year over year growth, basket size, and more.

Total Sales

Total monthly sales for the previously completed month.

YoY Sales Growth.

Year over year growth of sales (For example, November 2022 compared to November 2021).

Avg Item Price

The average price of a cannabis item in the most recently completed month.

Avg Basket Size

The average size (in sales $) of a retail basket in the most recently completed month.

Median Store SKU Counts

The number of distinct SKUs sold in the median store in the most recently completed month. Median was used instead of an average to remove the effects of outlier stores.


Median store Like-Store-Sales-Growth MoM - The month over month growth in sales for the median sample store (for example, January 2022 vs. December 2021). “Like stores” are filtered to exclude any newly opened stores or recently disconnected stores.

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