Cannabis Consumption in Canada: Emerging Trends and Demographic Insights

The legalization of cannabis in Canada has reshaped the landscape of cannabis consumption, introducing new consumer demographics beyond the stereotypical young user. Since the initiation of legal sales in October, a diverse range of Canadians now partake in cannabis use, accessing products through numerous retail outlets across the country. This shift has been documented in a comprehensive report by Lift & Co. and EY, which categorizes consumers into distinct groups based on their consumption habits and motivations

The report identifies four primary consumer categories: 'recreational,' 'curious,' 'health and wellness,' and those who remain unconvinced. Recreational users, making up about 10% of the adult population, are predominantly young males who consider themselves cannabis connoisseurs, spending an average of $250 monthly. The 'curious' group, representing 23%, shows interest in trying cannabis, particularly low-dose and CBD products, while the 'health and wellness' segment, comprising 7%, uses cannabis primarily for pain relief

Interestingly, the largest group, 60% of Canadians, remains skeptical about cannabis consumption. Many in this group opposed legalization and are unlikely to become consumers soon. However, the report notes a potential marketing opportunity, as some express willingness to try cannabis for health benefits. This presents a significant market for companies focusing on therapeutic cannabis products rather than recreational use

The spending habits of cannabis consumers also vary significantly by age. Younger consumers tend to spend less per transaction but more per item, whereas older consumers, aged 55 and above, spend more per transaction but purchase a higher number of lower-priced items. This trend suggests a preference among older consumers for oils over smoking products, indicating a shift toward non-smoking consumption methods as new consumers enter the market

Industry experts, like Matei Olaru, CEO of Lift & Co., predict that future cannabis consumption will lean more towards edibles and infused beverages rather than traditional smoking products. This prediction aligns with the report's findings that cannabis consumption could rival alcohol use, particularly among older demographics. As the market evolves, it is anticipated that cannabis sales might surpass those of alcohol by 2020, reflecting a significant shift in consumer preferences in Canada