Cannabis Emerging as an Alternative to Alcohol
Livestream shopping is no longer a novelty. It’s a growing commerce channel that now reaches more than 90 million U.S. adults.
MRI-Simmons' National Cannabis Study reveals that cannabis consumption habits have shifted with broader lifestyle and wellness trends in the U.S.
- Cannabis use has surged to 85 million adults, or 33% of the population, up sharply from 66 million in 2022, signaling rapid mainstream adoption of marijuana and CBD.
- Although people are consuming fewer drinks on average, the proportion of adults who drink alcohol has increased to 53% (up from 50% in 2022), alongside a rise in tobacco use to 32% (up from 27%).
- Yet beneath these parallel increases lies a more disruptive trend: 25% of U.S. adults, roughly 64 million people, are actively cutting back on alcohol in favor of cannabis.
Many adults are consciously replacing alcohol with what they perceive to be a better alternative. Marketers must keep up with data that reveals where alcohol and cannabis culture are heading.
Cannabis is pulling ahead in the “better choice” debate
Among the 64 million adults who are cutting back on alcohol in favor of cannabis, health perceptions are overwhelmingly driving the decision.
- 93% think cannabis is a healthier option than alcohol, signaling a major reframing of what “responsible” consumption looks like.
- 15% are open to podcasts being any creator-led show they follow online (audio or video), and 14% think podcasts are whatever is labeled as a “podcast”.
- The same percentage also say they prefer cannabis because they feel better the next day, with no hangover to slow them down.
- Another 93% report that cannabis helps them relax in ways alcohol no longer does, suggesting cannabis is meeting emotional needs alcohol once fulfilled.
This behavior isn’t happening in isolation either, as 90% say cannabis is replacing alcohol for many adults they know, and 78% noting that their friends are replacing alcohol with cannabis at social gatherings, reinforcing the normalization of this shift.
The rise of cannabis-Infused beverages
The replacement of alcohol with cannabis is expanding well beyond traditional formats and into innovative beverages.
- Half of adults who have cut back on alcohol are interested in trying cannabis-infused tea, and 27% have already done so.
- Hemp-derived beverages are also gaining traction, with 48% interested and 30% having tried them.
- Cannabis-infused coffee intrigues 48%, while 23% have already sampled it as part of their routine.
- Interest continues with cannabis-infused beer or cocktails at 41% (27% tried) and cannabis-infused liquor at 39% (26% tried), showing curiosity often translates directly into trial.
Cannabis and alcohol can coexist
Despite the narrative of replacement, alcohol hasn’t disappeared entirely from the picture.
- In fact, 66% of adults who are replacing alcohol with cannabis have still had a drink in the past year.
- Cannabis can even influence alcohol purchasing behavior, with 46% having bought alcohol while consuming marijuana.
- Another 9% say they have at least considered buying alcohol while consuming marijuana, revealing moments of crossover rather than exclusion.
This suggests cannabis may shift when and how alcohol is consumed, rather than eliminate it completely. For alcohol brands, this overlap creates opportunities for complementary rather than competitive strategies. Keeping up with accurate trended data will unveil where there’s white space for retaining (or reacquiring) customers who are cutting back.
Marketers who adapt can build authentic connections with a generation redefining what modern cannabis consumption looks like.
Shifting cultural norms
The rise of cannabis as an alcohol alternative reflects deeper changes in health awareness, social norms, and personal identity. Adults replacing alcohol with cannabis are driven by feeling better, relaxing more effectively, and choosing what they believe to be healthier options.
Beyond personal preference, broader U.S. attitudes toward alcohol are also changing in favor of cannabis.
77% of U.S. adults believe younger generations appear to be consuming cannabis more than alcohol, hinting at long-term cultural change.
That shift is so pronounced that 54% would prefer their child consume marijuana over alcohol, an unthinkable stance just a decade ago.
Alcohol’s reputation is also taking a hit, as 46% think alcohol consumers are unreliable people vs. only 37% who feel the same way about cannabis consumers.
Activate cannabis consumers through MRI-Simmons
Leverage MRI-Simmons data to create the right cannabis consumer audience for your next campaign
Through MRI-Simmons' audience activation platform, marketers can leverage trusted, nationally representative consumer insights to create and target cannabis consumers, alcohol reducers, or any kind of consumer in between.
Audiences can be curated from over 60,000 consumer attributes, including 1000+ attitudes and opinions, 6500+ brand preferences, shopping styles, and media habits.
Audiences can be seamlessly activated through the ad-tech platform or media partner of your choice.
Sources: MRI-Simmons 2026 National Cannabis Study (F25 USA). Bases: Total U.S. Adults 18+.
