Consumers Buying More from Legal Cannabis Sources

A new study published in Harm Reduction Journal shows that more Canadians are buying from legal cannabis sources – and that the numbers are growing. The survey of over 15,000 cannabis users of legal consumption asked where they got their cannabis products from. Respondents had three choices when asked where they get their cannabis products: “All” (100%), “Some” (1-99%), or “None” (0%).

The percentage of people reporting that they bought “All” of their dried flower from legal cannabis sources climbed to 54.3%, up from 47.5% in 2020 and 36.6% in 2019. The highest percentage was for cannabis beverages, in which 81.6% purchased “All” from legal sources, up from 71.4% in 2020. In total, 48.6% of consumers purchasing non-beverage products reported that they got “All” from legal cannabis sources.

“Legal sourcing of cannabis was greater in 2021 than 2020 for all ten cannabis products,” the study’s authors reported. That list includes edibles, vape oils, topicals, and oral drops.

The study revealed many regional differences. For example, the number of people sourcing legal edibles in Quebec was much lower since edibles were not legal in Quebec and only became available legally in 2022. However, consumers in Quebec were more likely to purchase dried flower from legal cannabis sources than consumers in Ontario or BC. Socio-demographics also played a part with younger respondents tending to source “All” of their cannabis products from legal sources versus older respondents.

Frequent Consumers More Likely to Purchase from Legal Cannabis Sources Than Presumed – LPC

One key finding is that frequent consumers are more likely to purchase from legal cannabis sources than previously thought.

“We hypothesized that frequent consumers would be less likely than occasional consumers to source legally due to poorer perceptions of legal cannabis, loyalty to dealers, or the fact that purchase limits in the legal market prevent large quantity discounts. However, frequent consumers were more likely to source some of their products legally and were equally likely to source all their respective products legally as occasional consumers.”

The authors noted that this was a particularly important finding, given that 80% of Canadian cannabis sales are by frequent consumers “and therefore are an important group to encourage to use the legal market”.

These are all encouraging numbers, especially in light of recent calls for cannabis reform. Heavy-handed regulations were arguably needed when the industry was starting out to ensure the industry did not spin out of control. But now that everyone is confident that the sky isn’t falling and that people are turning to legal cannabis sources, it’s time to make it easier for consumers to get that product – and make it easier for cannabis retailers to sell it.

Read the full study at the Harm Reduction Journal

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