Millennials (born 1981–1996) and Gen Z (born 1997–2012) now account for roughly 62–63% of all U.S. cannabis sales, and an even more substantial 70.8% of cannabis vapor pen sales—dramatically outperforming older cohorts in both purchase volume and market growth. This dominance underscores a seismic generational shift in how cannabis is being consumed.
A Culture of Convenience and Familiarity
Growing up during the rise of e-cigarettes like JUUL, both demographics are acclimated to discreet, tech-driven consumption. For millennials, vaping emerged as a perceived healthier—and hence tech-savvy—alternative to smoking, valued for its ease, flavor variety, and social appeal. Gen Z too inherits this familiarity: nearly one in five have tried e-cigs and almost a third vape regularly.
Flavor, Form, and Fashion
Flavor is king in younger markets. A 2023 e-cig report found that non-tobacco flavors dominate globally, propelled by their popularity among younger users seeking customization. Meanwhile, Gen Z users describe vape pens as “trendy,” “cool,” and even a “fashion accessory,” validating the importance of design and visual identity in influencing purchase behavior.
Data-Backed Market Momentum
From $1.81 billion in global vape cartridge sales in 2024, the market is projected to hit $6 billion by 2030—a 22.2% CAGR—driven largely by North American consumption. Weed vaporizers, a related but broader category, also reflect vibrant growth: projected revenues rise from $1.5 billion today to $4.2 billion by 2033—led by concentrate vaporizers, a top choice for potency-seeking consumers.
Tech, Wellness, and Community
With roots in tech innovation, vaping appeals to millennials’ and Gen Z’s values: customization, sleek gadgets, and trendsetting community culture. Vape shops increasingly resemble lounges or social hubs—sometimes incorporating cafes and events—which aligns with both generations’ appetite for experiential retail and peer-driven discovery. Wellness trends also play a role: CBD vape users are predominantly millennial, with Gen Z also exploring vape oils for stress relief and calm.
Risks, Regulations, and Maturity
Despite clear market potential, public health and regulatory concerns remain. The 2019–20 EVALI crisis, triggered largely by illicit THC cartridges contaminated with vitamin E acetate, disproportionately impacted adults 18–34. Yet today’s regulated, lab-tested offerings aim to reassure worried consumers and policymakers.
Professional Insight: What This Means for Industry Players
- Product Innovation
- Expect more flavored, discreet, tech-forward vape pen designs tailored to style-conscious younger consumers.
- Branding & Marketing Strategy
- Visual identity, influencer marketing, and social media engagement are essential. Brands should lean into Gen Z’s influencer culture and millennials’ loyalty to sleek tech.
- Retail Evolution
- Vape shops are transitioning into hybrid spaces—retail, cafe, lounge—where both generations socialize, sample, and share experiences.
- Health & Regulation Messaging
- Transparency around lab testing, ingredient safety, and responsible usage is key—especially post-EVALI.
Final Take
Millennials and Gen Z aren’t just buying more vape oil—they’re redefining cannabis consumption through a lens of convenience, personalization, and lifestyle integration. With regulatory clarity and continued product innovation, the vape oil market is set to grow in tandem with their evolving tastes, tech habits, and wellness priorities.