Since legalization, cannabis consumers are choosing regulated vendors

Article content

In the lead-up to Canada’s 2018 cannabis legalization, general fears were that the massive public policy change would lead to large-scale increases in marijuana usage by Canadians. There were concerns about many negative outcomes ranging from pressure on the public health system to an alteration of the fabric of our country.

Article content

Curious about how much cannabis has become part of our daily lives, a recent Leger survey asked British Columbians how familiar they are with terms related to the drug. About three-in-ten told us they know about edibles, dispensaries, THC (tetrahydrocannabinol), CBD (cannabidiol) and are familiar with the cannabis consumption laws. Fewer claimed knowledge of vapes, hash, indica, sativa and concentrates.

While marijuana use still carries an illicit stigma, likely attributed to its long history as an illegal drug, it is not difficult to find “Mary Jane” users. In fact, 46 per cent of British Columbians told us that they have used cannabis at least once — a number that remained consistent pre and post legalization. Of those who say they have never used cannabis, one-in-six report that they are curious to give it a try, meaning that there is little anticipated conversion of non-users.

Article content

Prior to legalization, 16 per cent of British Columbians reported that they used cannabis a few times each month or more often. Today, 21 per cent of British Columbians report the same frequency of usage. On both sides of legalization, young people aged 18-34 are most likely to identify as regular users (22 per cent prior to legalization, 29 per cent after). The small increase in frequent users is likely attributable to increased accessibility.

The preferred source of cannabis varies by age group. Younger users favour edible cannabis products, including cannabis drinks (73 per cent), those 35-54 opt for dried marijuana (72 per cent) and the 55+ set opts for cannabis tinctures, oils or capsules (40 per cent).

A major goal of legalization was to curb marijuana users purchasing from the black market. Today, more than half of British Columbians who buy cannabis say they do so via legal outlets, including dispensaries and online. Women are more likely than men to opt for government-sanctioned suppliers — 61 per cent compared to 51 per cent. Seven per cent of men say they purchase from a black-market dealer, compared to less than one per cent of women.

Article content

Looking specifically at those who said they are cannabis-curious, 67 per cent told us they would try edible products — far more their second choice of dried weed (36 per cent). This group of potential users says that if or when they try cannabis, they will buy from a licensed outlet (82 per cent).

The good news on the government’s legalization plan seems to keep rolling in: consumers’ choice of regulated vendors is at an all-time high, and usage levels haven’t significantly escalated. But how will businesses’ inherent need for growth and profit change the pot market? Will cannabis companies embark on large-scale marketing strategies to increase usage? We doubt that this industry will be left to grow organically.

Article content

Heather Owen and Jason Allsopp are both vice-presidents in Leger’s Vancouver office. The survey data is from Leger’s B.C. Omnibus Studies, conducted from Oct. 8 to 10 among 1003 British Columbians. For more information visit leger360.com.

Leger invites you to participate in future public opinion surveys by clicking here .

Letters to the editor should be sent to sunletters@vancouversun.com. The editorial pages editor is Hardip Johal, who can be reached at hjohal@postmedia.com.

CLICK HERE  to report a typo.

Is there more to this story? We’d like to hear from you about this or any other stories you think we should know about. Email vantips@postmedia.com.