Introduction:

In 2001, Canada became one of only two countries to legalise cannabis for medical use. In 2018, again in the company of only one other country, Canada passed federal legislation legalising the recreational use of cannabis oils and plant materials, such as flowers and seeds.

With the decades-long multinational prohibition on cannabis, there remains a dearth of all types of cannabis research into consumer behaviour and cannabis-adjacent categories and products.

This research provides a foundational reading of cannabis consumers to be built-out in the future, and give food and beverage producers insight into the cannabis and cannabis-adjacent product preferences, needs, and wants including “the munchies” of this significant (>15% of population) and rapidly-growing consumer group.