According to a survey that was released earlier this week (on Tuesday), new marijuana users make up about a quarter of all legal Canadian cannabis consumers. However, many seem to be shying away from cannabis-infused products, which were created for the sole purpose of drawing in more consumers into the market.
This survey, which was conducted by the Brightfield Group, had 3,000 Canadian marijuana users participate in the survey. They discovered that new marijuana consumers, including those who began consuming marijuana after the drug was legalized in 2018, account for 25% of legal marijuana purchases in the year’s second quarter. This shows that the regulated cannabis market is amassing increased consumer interest in Canada. The participants were also polled in a quarterly series that examined the impact marijuana legalization has had on the market.
According to the managing director of Brightfield Group, Bethany Gomez, the arrival of cheaper products in the legal marijuana market that compete with prices from the illicit market directly has influenced a significant increase in consumption.
The survey also discovered other factors that attracted new consumers included increased familiarity with legal dealers and the expanding product menus.
In a phone interview, Gomez said that the cheaper products were more popular with new marijuana consumers. The affordability of the products makes it easier for the consumers to indulge as compared to a good product that may be offered at an expensive price.
The CEO of Sessions Cannabis, Steven Fry, who is a marijuana retailer with 7 functional stores in Ontario, agrees with Gomez as affordable prices are growing his consumer base. He adds that about 15 of the 20 most bought items in his store can be qualified under ‘value’ brands and that these brands are dominating the market.
The Brightfield survey also discovered that dried flower products were very popular among new marijuana users, with polls showing that 43% of them purchased marijuana in dried flower form, another 37% purchased marijuana gummies and an additional 27% preferring chocolate. Vape pens made up 15% of new marijuana user purchases.
However, the data also exhibits the stagnant interest in marijuana-infused products like gummies and edibles, which were supposed to attract consumers who did not like inhaling marijuana in the first half of this year.
Gomez admits that the consumers are not responding to these supplementary marijuana products the way that producers expected. These are interesting statistics and sector players like Pac Roots Cannabis Corp. (CSE: PACR) are likely to think hard about the implications of this survey upon future consumption habits.
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