Buy legally, buy more
Most pot users will switch from illegal suppliers: Survey
OTTAWA — Canadians who currently use cannabis expect to buy nearly two-thirds of their pot from legal retailers once recreational marijuana becomes legal in Canada, a new survey suggests.
Respondents say they expect to buy cannabis more often and are prepared to pay more for the legal product, generating up to $4.34 billion in total sales next year.
The findings were drawn from an online survey of 1,500 Canadians, conducted by Asking Canadians from March 6-20. It was commissioned by accounting giant Deloitte.
“What is certain is that legalization will open the doors to a dynamic and sophisticated industry that will create new jobs, new opportunities for businesses and new revenue for government,” Deloitte concludes in report on the survey.
“Executed well, legalization will also help shift a considerable proportion of cannabis consumption to legal channels in the years to come.”
The Trudeau government intends to have retail sales of cannabis up and running by late summer, assuming the legalization bill is passed by the Senate in a June 7 vote.
Overall, the survey suggests 63% of respondents expect to move from illegal suppliers to legal retailers. That includes 47% of frequent users and 69% of periodic users.
“Legalization alone won’t persuade most current cannabis consumers to completely abandon their existing suppliers,” the report says. “But our research suggests the right mix of quality, price and safety could just do the trick.”
Among the things that would persuade current users to switch to legal retailers, 55% of respondents cited better quality products, 54% cited a range of prices, 47% cited products with a range of potency and 41% cited products certified to be safe.
Based on the survey, Deloitte says the current average price for illegal cannabis is $8.24 per gram. Respondents said they’re willing to pay a bit more — an average of $8.98 per gram — for legal weed.
Current consumers said the price would have to rise to $14 per gram before they’d stop buying while respondents who said they’re likely to become consumers once cannabis is legalized said they’d stop buying at $11 per gram.
Frequent users expect to make 22% more purchases of cannabis under the legalized regime, although they expect to spend about the same each month as they do now — just less than $100.
Respondents who are infrequent users expect their purchases to rise by 121%, with their total spending increasing by almost 70% to roughly $28 every three months.
While Canadians may purchase cannabis more often, the survey suggests they still won’t indulge all that often: 41% of cannabis consumers said they’ll use it less than once a month. Just 20% said they’ll use it every day — unchanged from current usage.
Legalization alone won’t persuade most current cannabis consumers to completely abandon their existing suppliers. But our research suggests the right mix of quality, price and safety could just do the trick.”