As the second wave of cannabis legalization sees edibles, extracts and topicals trickle into stores starting mid-December, will discerning Canadian cannabis consumers be satisfied with what’s available to them? I honestly don’t think so, and here’s why.
Of the roughly five million Canadians who reported using cannabis in 2019, only 29% are purchasing their product through legal channels right now. There’s no reason to expect that this preference will change when it comes to buying edibles, extracts and topicals. Some think it’s because it’s easier and cheaper to purchase on the black market, but I disagree.
I think people are ultimately looking for premium quality and diversity when it comes to cannabis in every form. They also want regulated products that guarantee that what’s marked on the package is inside the container. The majority of cannabis being produced legally simply isn’t up to the standards that discriminating consumers are looking for. When they want high-quality, premium cannabis products, more than 70% of them turn to the black market to meet their needs.
Legalizing cannabis is a fundamental first step in eliminating the black market, but the highest impact will be made by offering a diverse selection of premium, craft quality products that are readily available and consistently reliable. We need to change the way we go to market and find true synergy in how we work with regulatory bodies. This is the GLTC philosophy at its core: working collaboratively to help each other achieve success in delivering the highest quality, legal product that discerning consumers will choose to improve their health and their lives.
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