According to Mintel’s survey of users and non-users alike, approximately six in ten Canadians are either current cannabis users, or are interested in trying the drug. 27% of all Canadians surveyed reported that they used cannabis within the first six months of its legalization, and furthermore, 32% of all non-users of cannabis reported that they were open to trying it.
 
Edibles garnered the most intrigue from non-users entertaining the prospect of trying cannabis. 48% of these potential users said that they were most intrigued by edibles, with percentages consistent across three age brackets.  Overall, 66% of non-users said they were open to trying ingestible (edible or drinkable) cannabis.  
 
Mintel senior research analyst Scott Stewart said that the rising tide of Cannabis could carry some other boats especially well.
 
“After just one year, the effects of this industry are far reaching,” Stewart said. “from food and drink to insurance and tourism and more- and additional markets will begin to experience the ripple effects of the legalization of cannabis this year.”
 
Nearly half of Canadian cannabis consumers use it for recreational purposes. Still, a greater percentage of users reported that their consumption had to do with health and wellness purposes. 62% of all cannabis users reported that they use it to relax, while 54% use it to relieve stress or anxiety. 42% attributed their use to improved sleep, and 39% said they use it to improve their mood.
 
That health and wellness appeal applies to open non-users as well, as 42% of non-users would consider using cannabis to relieve pain, and 25% would consider it for the sleep benefits.
 
Lack of education was a prominent reason why open non-users said they were hesitating to try cannabis. Over a third of non-users listed the smell and the smoke as barriers, while 28% listed health concerns as a barrier. Only 41% of open non-users reported feeling knowledgeable about how to consume cannabis.
 
“In addition to edibles and drinkables that do not involve smell or smoke, two of the main complaints cannabis non-users have about the product, devices like vaporizers or vape pens, which create a vapor instead of smoke, serve to minimize these unwanted byproducts,” Stewart said. “Our research shows that many Canadians view cannabis as a very complex and intimidating product and the lack of understanding leads many to avoid it entirely.”
 
Mintel reports that video game brands, food companies, and the tourism industry can all benefit from legalized cannabis, especially with the right marketing.
 
One quarter of cannabis users surveyed consume it while playing video games, and 38% of those user-gamers do so to enhance their gaming experience. Not only are 36% of cannabis users interested in cannabis-themed vacations, but 44% of travelers want to try something they’ve never done before, and 27% want to leave their comfort zone while traveling. Additionally, food companies might be able to capitalize on the fact that 83% of cannabis users report bigger appetites while using.