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Twenty-something pot lovers may be standing in line next to middle-aged civil servants when Ottawa’s legal recreational cannabis stores open for business.
At least that’s the picture conjured up by a new report from Deloitte, an accounting and business services firm, which surveyed people across Canada to find out who planned to use marijuana, how often, where they’d like to buy it and in what form.
The findings suggest marijuana may become mainstream more quickly than some anticipated as legalization attracts a new category of users the report calls “conservative experimenters.” It describes them as middle-aged people (35-54) people with university or graduate degrees whose personal interests come second to family responsibilities. They expect to indulge in marijuana less than once a month. However, most are not cannabis neophytes: 74 per cent have previously tried recreational pot.
That’s in contrast to today’s typical users, folks the report delicately describes as “risk-takers” aged 18 to 34, with high school or college education, who, “in their quest to live life to the fullest, (are) more likely to put their health or safety at risk, even going to far as to skirt or break the law.” They often consume cannabis several times a week.
The report builds on a 2016 Deloitte survey that found 22 per cent of Canadians used cannabis at least occasionally, and another 17 per cent showed some willingness to try it once it was legal.
Statistics Canada provides a lower estimate of current use, with 12.3 per cent of Canadians reporting they used cannabis at least once in 2015.
The marijuana market is huge. Canadians spent about $5.7 billion last year on marijuana, according to Statistics Canada estimates. The vast majority of those sales were from dispensaries, dealers and other illicit sources.
The Deloitte study predicts cannabis will generate up to $7.17 billion in sales in the year after legalization, with as much as $4.34 billion of that from the legal recreational market. (The higher total spending is not all from increased demand, as prices will be higher in the legal market.)
The federal government has promised to have cannabis legal by this summer.
The black market will shrink substantially as soon as Canadians have the chance to buy cannabis legally, the report says. It predicts 63 per cent of recreational cannabis products will probably be purchased through legal channels in 2019.
Current consumers who say they’ll stick to the black market are more likely to be aged 55 or older and to have high school education or less, the report found.
Legal stores will have to work hard to lure customers, the report warns, by providing competitive prices, a range of products and an outstanding customer experience.
Consumers are willing to pay more for cannabis that’s grown and sold under government regulation, but not too much more. Across Canada, respondents said they would pay nine per cent more at a legal store, or $8.98 a gram, compared to the average black-market price of $8.24 a gram.
However, in Quebec, where black-market prices are already the lowest in Canada at $7.53 a gram, respondents said they would only pay 3.7 per cent more to buy legal cannabis.
Most respondents said the most important feature to provide at stores would be staff with product knowledge.
Only dried bud and cannabis oil will be on sale at first, but the federal government has promised to make edible products available within a year of legalization. The survey found that 51 per cent of both current and likely consumers said they would be interested in trying pot brownies or other cannabis baked goods.
The report is based on a survey of 1,500 adult Canadians conducted online in March.
jmiller@postmedia.com
twitter.com/JacquieAMiller
查看原文...
At least that’s the picture conjured up by a new report from Deloitte, an accounting and business services firm, which surveyed people across Canada to find out who planned to use marijuana, how often, where they’d like to buy it and in what form.
The findings suggest marijuana may become mainstream more quickly than some anticipated as legalization attracts a new category of users the report calls “conservative experimenters.” It describes them as middle-aged people (35-54) people with university or graduate degrees whose personal interests come second to family responsibilities. They expect to indulge in marijuana less than once a month. However, most are not cannabis neophytes: 74 per cent have previously tried recreational pot.
That’s in contrast to today’s typical users, folks the report delicately describes as “risk-takers” aged 18 to 34, with high school or college education, who, “in their quest to live life to the fullest, (are) more likely to put their health or safety at risk, even going to far as to skirt or break the law.” They often consume cannabis several times a week.
The report builds on a 2016 Deloitte survey that found 22 per cent of Canadians used cannabis at least occasionally, and another 17 per cent showed some willingness to try it once it was legal.
Statistics Canada provides a lower estimate of current use, with 12.3 per cent of Canadians reporting they used cannabis at least once in 2015.
The marijuana market is huge. Canadians spent about $5.7 billion last year on marijuana, according to Statistics Canada estimates. The vast majority of those sales were from dispensaries, dealers and other illicit sources.
The Deloitte study predicts cannabis will generate up to $7.17 billion in sales in the year after legalization, with as much as $4.34 billion of that from the legal recreational market. (The higher total spending is not all from increased demand, as prices will be higher in the legal market.)
The federal government has promised to have cannabis legal by this summer.
The black market will shrink substantially as soon as Canadians have the chance to buy cannabis legally, the report says. It predicts 63 per cent of recreational cannabis products will probably be purchased through legal channels in 2019.
Current consumers who say they’ll stick to the black market are more likely to be aged 55 or older and to have high school education or less, the report found.
Legal stores will have to work hard to lure customers, the report warns, by providing competitive prices, a range of products and an outstanding customer experience.
Consumers are willing to pay more for cannabis that’s grown and sold under government regulation, but not too much more. Across Canada, respondents said they would pay nine per cent more at a legal store, or $8.98 a gram, compared to the average black-market price of $8.24 a gram.
However, in Quebec, where black-market prices are already the lowest in Canada at $7.53 a gram, respondents said they would only pay 3.7 per cent more to buy legal cannabis.
Most respondents said the most important feature to provide at stores would be staff with product knowledge.
Only dried bud and cannabis oil will be on sale at first, but the federal government has promised to make edible products available within a year of legalization. The survey found that 51 per cent of both current and likely consumers said they would be interested in trying pot brownies or other cannabis baked goods.
The report is based on a survey of 1,500 adult Canadians conducted online in March.
jmiller@postmedia.com
twitter.com/JacquieAMiller
查看原文...
