Numerator

Numerator is a data and survey firm that tracks consumer purchasing behavior and self-reported substitution habits. In the context of the beverage industry, Numerator provides critical insights into how emerging categories impact traditional alcohol consumption.

A notable 2024 survey conducted by Numerator found that 36% of marijuana users reported reducing their overall alcohol consumption since incorporating cannabis products into their routines. This data point is frequently cited to support the existence of the-dualist-consumer and the ongoing shift toward cannabis-beverages, even as macro-level point-of-sale data struggles to prove direct 1:1 substitution (the cannibalization-data-gap).