How Gen Z is Revolutionizing Green Shopping with Value and Wellness

Gen Z is changing the way cannabis is bought and used. As the youngest group of legal cannabis consumers, their habits are shaping the retail market in new ways. They focus on purposeful use, wellness, and smart spending, which challenges dispensaries and brands to adapt. Understanding these trends helps retailers meet Gen Z’s expectations and build lasting connections.

Intentional Use of Cannabis

Gen Z treats cannabis as part of their daily routine rather than just a way to get high. Many use it to improve focus while studying, enhance workouts, or manage social anxiety. This generation often prioritizes balance and self-care over intoxication. For example, some identify as “Cali sober,” choosing cannabis instead of alcohol to maintain clarity while still enjoying relaxation.

This shift means dispensaries need to offer products that support these goals. Items that promote calmness, energy, or mental clarity are in demand. Retailers who highlight these benefits and educate customers on product effects can better serve this group.

Cannabis Preferred Over Alcohol

Surveys show that 69% of adults aged 18 to 24 prefer cannabis to alcohol. More than half of them have replaced drinking with THC products, especially low-dose edibles and beverages. Gen Z sees cannabis as a healthier and more predictable alternative to alcohol. This preference influences how products are marketed and stocked.

For example, cannabis-infused drinks and gummies are popular because they offer controlled dosing and discreet consumption. Retailers who expand these options can attract younger buyers looking for alternatives to traditional alcohol.

Budget-Conscious Shopping Habits

Financial pressures like student loans, rent, and inflation affect how Gen Z shops for cannabis. They tend to buy smaller amounts less often and actively hunt for deals and promotions. Value is key: products that balance potency with affordability stand out.

Dispensaries can respond by offering budget-friendly options without sacrificing quality. Bundles, loyalty programs, and clear pricing help build trust with cost-conscious shoppers. Understanding this mindset allows retailers to create shopping experiences that fit Gen Z’s financial realities.

Wellness-Oriented Product Preferences

Wellness plays a big role in Gen Z’s cannabis choices. They prefer low-dose edibles, tinctures, softgels, and topicals over smoking flower. Smoking is seen as less socially acceptable, while discreet formats like vapes and gummies fit better with their lifestyle.

Cannabis is often viewed as part of a broader wellness routine, similar to vitamins or supplements. Products that emphasize health benefits, natural ingredients, and gentle effects resonate well. Retailers who curate selections around wellness can attract customers focused on self-care.

Educated Consumers Seeking Specific Effects

Gen Z consumers are more informed about cannabis compounds than previous generations. They ask about cannabinoids and terpenes to find products that deliver specific effects. Secondary cannabinoids like THCV and CBG are gaining attention:

• THCV is valued for improving focus and controlling appetite.

• CBG is sought for mood support and relaxation.

  
  

Dispensaries that train staff to explain these compounds and their effects stand out. Providing clear, science-based information helps build confidence and loyalty among educated buyers.

High THC Products Still Matter

While wellness and low-dose products are popular, high THC items remain important for many Gen Z consumers. Some seek stronger effects for recreational or therapeutic reasons. Retailers need to balance their inventory to serve both groups.

Offering a range of THC levels allows customers to choose what fits their needs. Clear labeling and guidance on dosing help users make informed decisions and enjoy safe experiences.